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Dear friend,
I have spent well over a decade in online marketing, and most of it has been spent doing the same unglamorous thing on repeat: watching a business struggle, finding the one broken process underneath it, and fixing that one thing.
Almost every time, it comes down to the same root cause: no real system. Just guesswork dressed up as a strategy.
The businesses that turn it around are not the ones with more hustle. They are the ones who finally get a process they can follow the exact same way every single time, and get the exact same result.
That is the whole idea behind this page. Building that process yourself is slow. Months of testing, half of it wasted. I already did that part. This hands it to you finished.
If any of that sounds familiar, the problem was never you. It was never having a process specific enough to just follow.
I am not describing theory here. These are the processes I run my own business on.
Whatever I am using in my own business right now goes into IM Checklist AI. Not the version I used three years ago. The current one.
Think of it as looking over my shoulder while I work, except every step is written down for you to follow at your own pace.
1,536 checklists, covering every marketing task worth doing, every one rewritten this year so it reflects how marketing actually works in 2026, AI workflows included. And it does not stop growing: a new volume lands every month, and it is already yours the day it does.
Checklists beat courses for one reason: there is nowhere to get lost. No forty-minute video to decode into three actual steps. Open it, follow it in order, tick the box, move to the next one.
And because every checklist ships with Full Private Label Rights, you are not just getting a process to follow. You are getting a finished product to sell. Rebrand it, resell it, give it away to grow your list, whatever you want. It is yours.
This page covers Volume 39: Split Testing And Optimization. But your $3 trial does not stop at this one volume. It opens every single one of the 84, starting today.
Not a checklist app. Not fifty bullet points with no context. A real, finished document you can start using in the next five minutes.
Print it, pin it above your desk, and physically tick each box as you go. Some processes stick better on paper.
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The fastest lead magnet you will ever "write." Trade it for an email address.
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Each one is a complete, follow-along process. Open it, work through it, tick it off.
The right testing and analytics tool is the foundation every later step in this checklist series depends on: without accurate tracking and a trustworthy testing engine, every hypothesis, sample size and result that follows is guesswork.
Before you touch a single headline or button, you need an honest picture of how your website actually performs today. This checklist walks through baselining your traffic, finding the pages where a fix would matter most, and turning fuzzy business objectives into measurable goals and KPIs your testing tool can track.
Not every page deserves a test, and testing the wrong page wastes the two things you cannot get back: traffic and time. This checklist takes the audit from the previous step and filters it down to a short, ranked list of pages and elements genuinely worth experimenting on.
Once a problem is identified, a hypothesis turns your research into a specific, testable claim instead of a guess dressed up as a plan. This checklist walks through gathering the quantitative and qualitative evidence behind a hypothesis, writing it in a consistent format, and stress-testing it before anyone builds anything.
Setting up goals correctly is one of the most crucial steps in split testing because your goals decide what counts as a win and whether your test targets the visitors and actions that actually matter.
Segmenting your audience lets you understand who is actually visiting and which groups a given test is likely to affect. This checklist covers choosing segments that genuinely matter to the business, then breaking traffic down by acquisition source, behavior and outcome, and device or technical footprint.
You are required to determine your sample size before running a test, not after, because the size of your sample directly decides whether the result you get is trustworthy or noise wearing the costume of an answer.
Based on your hypothesis, you now build the actual change and test it against the current page as your control. This checklist walks through drafting page content, designing the call to action, building the form, and choosing visuals, in the order a variant typically gets assembled.
There are multiple testing methods depending on what you are changing and how your site is built, and picking the wrong one is a common way testing programs get inaccurate results without realizing it.
Like any experiment, split tests are prone to problems that, left undetected, quietly wreck the accuracy of your results. This checklist groups the most common failure points into setup mistakes, statistical mistakes, technical and environmental mistakes, and process mistakes, so you can check for each category deliberately instead of hoping nothing went wrong.
Once you have set your goals, defined your KPIs and identified what to test, the real task becomes prioritizing which idea to run first from a list that is always longer than your traffic can support.
A confounding variable is anything that happens during a test, other than the change you are measuring, that could plausibly explain the result.
After setting your goals, identifying your target audience and selecting the appropriate testing method, it is time to prepare for launch. This checklist covers locking the variable and the variants, confirming goal tracking, confirming sample size and targeting, and a final quality assurance pass, in the exact order you should check them before flipping a test live.
Once every pre-launch requirement is confirmed, it is time to run the experiment. Your testing tool randomly assigns visitors to the control or the variant, then measures how each group behaves.
The analysis process begins once your test has run its course and gathered its full, pre-committed sample. This checklist covers pulling and structuring the results, analyzing them against your goals, determining the outcome as a win, a loss, or a null result, and then deploying and moving on to the next test.
How you interpret a test's results is shaped by the goals, objectives and metrics you set at the start, and interpretation is where a good testing program either compounds its knowledge or quietly fools itself.
Replicating a test has more to do with understanding why a change worked than with copying the change itself, then confirming you can achieve the same effect under similar conditions elsewhere.
The final step after analyzing and interpreting a test is sharing a report of the process, the findings, and a clear recommendation. A consistent structure matters here for the same reason it matters in any recurring business document: it lets a busy reader find what they need fast and lets a future reader understand a test they were not part of.
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“The ability for someone to follow a proven method step by step like this is tantamount to their success with marketing.”
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P.S. I skip to the end of long pages too, so here is the entire pitch in one breath:
$3 unlocks all 84 volumes of IM Checklist AI, 1,536 step-by-step checklists rewritten for 2026, in printable PDF, editable Word and interactive tick-box formats.
Every checklist ships with Full Private Label Rights. Rebrand it, resell it, give it away, build a product on it, whatever you want. It is yours the moment you download it.
Your trial runs 7 days at $3, then $17.95 a month, cancel whenever you like, and you have fourteen days for the guarantee to kick in if it is not what you expected.
That is the whole offer. No fine print hiding underneath it.
To your success,
Kevin Fahey
$3 gets you every one of the 1,536 checklists across all 84 volumes, starting today. Work through them for two full weeks. If they are not everything I just described, ask for a refund and you get every cent back, no argument.
Full access to all 84 volumes for 7 days, then $17.95 per month. Cancel anytime.