TEST CHARTER TEMPLATE Brought to you by Type

TEST CHARTER TEMPLATE Brought to you by Type 26, LLC

CONTENTS Using this template Test recipes Title slide Results analysis Executive Summary Creative requirements Test recipes Checklist prior to launch Traffic requirements Communications and QA Metrics QA instructions Test summary

USING THIS TEMPLATE The purpose of this template is to serve as a communication vehicle for specifying details of individual tests. Feel free to use this template outright (delete instructional slides and information) or adjust for your own branding. The forthcoming slides are the beginning of the template. All items in turquoise <or brackets> should be edited.

DESCRIPTIVE TEST TITLE <TEST ID> Date: <date> Geo: <if applicable> Area: <section of site> Type: <Layout, content, etc…>

Test page – control experience shown EXECUTIVE SUMMARY Objective What are you testing? What are we trying to learn? Justification Why run this test? Methodology A/B run to x% of traffic with x variations (including control) Success Conversion metric Pages to test /products. html Entry Points Must have, nice to have Traffic X conversions/mo Target US traffic only, exclude mobile phone traffic QA Internal team only, outside needed Notes Special conditions, required flight dates, any notes for test development team. If testing across geos, localization required? <Area on page being tested>

CHALLENGER 1 Experience name Describe challenger List updated elements List unchanged elements If this wins, what will we learn?

CHALLENGER N Experience name Describe challenger List updated elements List unchanged elements If this wins, what will we learn?

TRAFFIC SOURCES Experience Traffic Allocation Control All traffic 30% Challenger 1 All traffic 30% Challenger 2 All traffic 30% Challenger 3 Only traffic from SEM 10%

METRICS Measurements Specs Default KPI Your primary goal (e. g. Subscription conversion) Secondary KPI If all experiences are equal, is there a secondary KPI to consider? Metric(s) of interest (Contact your business analyst post e. g. Trial download or other behavior -test for additional analysis) Customer reporting segments Any unique considerations? International? Is this test conducted across geographies? Currency Code USD, EUR, GPP, Yen, etc. Behavioral analyst needed? Pre-test, Post-test, or both

QA INSTRUCTIONS Challenger 1 <link to page once staged> <Description of experience> Challenger 2 <link to page once staged> <Description of experience> Challenger n <link to page once staged> <Description of experience> 10

TEST SUMMARY Objective Copy from executive summary Methodology Copy from executive summary Strategic alignment List goal that this test aligns with Test page – control experience shown <Copy from Executive Summary; Placeholder. Delete this box> 11

TEST RECIPES Control <Copy from Executive Summary> Challenger 1: Brief description <Screenshot here> Challenger 2: Brief description <Screenshot here> 12

RESULTS ANALYSIS Winning experience: Run dates Mm/dd to mm/dd/yy Results Primary Secondary Insights What was learned? Segment insights Recommendatio ns What are the recommended next step(s) <Screenshot here> 13

FULL ANALYSIS <Provide screenshot – primary metric from Testing tool (e. g. Optimizely)> (placeholder – delete this box) <Provide screenshot – secondary metric from Testing tool (e. g. Optimizely)> (placeholder – delete this box) 14

CREATIVE REQUIREMENTS Element Description Due date Standard turnaround or required deadline Deliverable JPG, PSD, text file, PDF Copy required Writing, editing, none Page URLs Where these assets will live Description Describe what’s needed 15

CHECKLIST Pre-launch Task Does this fit Web Optimization roadmaps? What are we trying to learn? Are we asking the right question? Initial review @ Optimization/Analytics meeting Enough conversions to support test and recipes? Any scheduling conflicts? Other campaigns, product launches, page changes, etc. REVIEWS – creative, analytics, enablement Complete Post-launch Task Complet e Communication to distros as needed Check on test regularly to confirm data’s tracking properly Check at 3 weeks to determine if ok to end, verify with analyst, notify enablement to end campaign Confirm analysis delivery timeline After analysis, communicate results (see next slide) Start rollout process if needed REQUESTS – creative, web, localization Setup kickoff meeting with enablement, analyst, production (if needed) after prioritization QA – send links in QA template to team (see next slide) Test acceptance meeting from enablement Approve launch 16

COMMUNICATIONS AND QA Team DMedia Optimization Members/Distro s QA Prelaunch notify X Launch email Result email Monthly results X X X X DMktg Optimization Web Marketing Analytics As needed X X Enablement Creative test-specific as needed X X X Editorial test-specific as needed X X X Web Producers test-specific as needed X X X As needed X X Production Additional teams (BU, e. Comm, Intl) As needed 17