Prior to starting testing, CRO researcher needs to establish a testing plan. It is possible to create one only after the research phase of the optimization process is completed in full.
The research should establish a number of hypotheses that need to be tested. Test plan is used to rank these in order of importance and effort necessary to implement the solutions. That way, we create a detailed map that allows us not only to improve the website, but also to optimize the improvement process, so the issues that are of greatest importance and potential impact are acted upon first. Test plan also serves to ensure we have a measurable indicator of progress.