The A/B Readiness Test Checklist

Most tests fail before they launch.

A test can only choose between the ideas you give it, so the research in front of the test decides what the test can be worth. Work the questions in order and fix what they surface in the same order: broken, then hard, then unconvincing.

Inside:

• Twelve pre-launch checks, grouped into four research questions: is anything broken, is anything hard, where do people leave, and what do they tell you

• Each check with what to read, what counts as a pass, and exactly what to do if it fails, from tracking reconciliation to variant flicker to the smallest effect your traffic can detect

• The research inputs most founders skip: 30 pre-purchase messages, 20 recordings of the ones who left, and your top three refund reason codes

• Two things to hold onto while it runs, plus what’s testable on Basic, Grow and Advanced versus Plus

A bug beats a friction point, and a friction point beats a sentence.