Use one record for each product or offer. Complete the plan before testing, then record the result and its uncertainty. Keep the status provisional until the agreed approval checks are complete.
Product and market: [Product, SKU or variant, country, currency, channel, and tax basis.]
Target customer: [Buying situation and need this offer serves.]
Best available alternative: [Product or workaround, delivered price, availability, source, and date checked.]
Reason to choose our offer: [Specific benefit, supporting product check or customer finding, and any material drawback.]
Candidate prices: [Price A] and [Price B], chosen from [customer-supported range and reason for the spacing].
Order-related costs: [Product, packing, delivery, payment fees, and variable service costs for retained orders. List any price-dependent costs separately.]
Returns and refunds: [Returned-order count, costs incurred on those orders after inventory recovery, and refund amounts deducted from revenue.] Calculate allocated return cost per retained order as total returned-order costs divided by retained orders. Do not also include those costs in the retained-order cost base.
Acquisition spend: [Actual traffic or campaign spend assigned to each test group, attribution rule, and visitor count.] Include spend on visitors who did not buy. Keep per-visitor or campaign costs separate from order-related costs.
Economic measure: Revenue after refunds minus order-related costs, returned-order costs, and acquisition spend. Divide this contribution by all eligible visitors in the group. Fixed costs remain to be covered. Record [minimum acceptable contribution and discount rules].
Test plan: [Eligible audience, random assignment, consistent offer terms, baseline performance, smallest worthwhile change, sample-size justification, stopping rule, and returns follow-up.]
Uncertainty check: [Method, required confidence or other decision standard, and how to assess the commercial improvement threshold.] Record [estimated effect and interval or other uncertainty result].
Decision rule: Adopt the candidate only if contribution per eligible visitor after acquisition costs meets [improvement target], return rate meets [limit], and the predefined uncertainty criterion supports rollout. If the evidence is inconclusive, retain the current policy or record a provisional pilot without claiming a confirmed winner.
Decision and status: [Proposed / provisional pilot / approved / unchanged], [price], [decision date], [contribution comparison], [return rates], [uncertainty result], and [test-record location]. A proposed price is not an approved price.
Owner and next review: [Person responsible] will review on [date], or sooner if [competitor offer, cost, return rate, or promised benefit changes].
Low-traffic limitation: [Whether the planned sample is feasible and what remains unresolved.] A limited pilot can reveal practical issues. Keep the price decision provisional when the evidence remains inconclusive.
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