How do I document and share test learnings?

Documenting test learnings preserves institutional knowledge and enables team learning:

What to document:

The hypothesis and reasoning. Test design (variants, sample sizes, duration). Results (metrics, significance levels). Segment-level insights. Implications and recommended actions. What questions remain unanswered.

Documentation formats:

Standardized test report templates ensure consistency. Searchable knowledge bases enable finding past learnings. Dashboards track testing velocity and win rates.

Sharing mechanisms:

Regular testing review meetings. Email or Slack summaries of completed tests. Cross-functional sharing with product, design, and content teams.

Building on learnings: Reference past tests when designing new ones. Avoid repeating tests without reason. Build cumulative understanding.

Undocumented learning disappears. Systematic documentation compounds insights over time and survives team changes.