What is the next step after picking a variable to test and choosing a goal for A/B testing a call to action?

After selecting a variable to test and defining a goal for A/B testing a call to action, the logical next step is to set your control and your challenger. The control is the original version of the call to action, while the challenger is the modified version that incorporates the changes you are testing. This step is critical as it establishes a baseline (the control) to compare against the modified version (the challenger) in order to measure the effectiveness of the changes made.

By clearly defining both versions before launching the test, you ensure that the results are attributed accurately and that any improvement in performance can be directly linked to the changes made in the challenger. Without this step, you wouldn't have a proper framework for analyzing the outcomes of the A/B test, making it difficult to draw meaningful conclusions about what works best for achieving your identified goals.