All of us have been indefinitely testing on our websites to increase the conversion rates. Should the background be white or colorful, should the image be a happy face or the company logo – numerous decisions need to be made during these tests. This is where confusion crops. Which test had how much impact has to be measured and tests should not be repeated just because you can't remember which ones are actually done.
There is a post at Convertup which elaborates how master logs are immensely helpful when it comes to addressing these issues.
Now I keep a spreadsheet log of the change that was made, expected result, actual result (which I fill in after I have enough data), who made the change, and the date it was started and stopped (if it was stopped at all). When looking back at my metrics I can link any conversion or other KPI (key performance indicator) movement to a specific change.
More importantly, I can also do a reverse look up on my log sheet. I can see what changes I have already tested and what the results were.
Ain't that the most obvious thing to do?