Next, host the spreadsheet on Google Drive and invite your team. Not only will it get people excited about A/B testing, it will keep ideas out of your inbox and on the spreadsheet.

Here are the values I find to work well for each column:

A. Status [Queued, Running, Completed]: Show people what has worked in the past and when their experiments are up and running.

B. Page [Ex: /company/about/webinars/product/checkout/]: The local path of the page where you will run the test.

C. Element [Ex: H1/Copy, Button/Color, Webform/Fields, etc.]: Describe the element and property to be manipulated, briefly. I structured this like a file tree so that it's easy to sort and search by element and the property.

D. Traffic (by day) [ex: 10,000, 500, 90]: Number of visits per day

E. Days to Complete [4, 21, 500]: Use this to prioritize your experiments.

Here's how: using Traffic (by day), head over to ExperimentCalculator.com to estimate how long the experiment will take. You'll need to estimate a conversion baseline (your conversion rate) for the page, and your expected improvement (from your baseline). You could use real data from your web analytics software or take a conservative guess.

F. Results [Winner: Variation #1 95% Lift in CTR]: List the result of your experiment as what goal was influenced and by what percentage. Documenting your experiments with screenshots is helpful.