What you'll learn
How to run effective A/B tests that increase a website's profitability. From planning and preparation, through to implementing experiments and understanding the results.
Requirements
None
Description
By the end of this course you'll have a clear understanding of A/B testing and how it fits into the overall conversion rate optimisation (CRO) process. You'll be able to set up and run A/B tests that will help you to improve your website's conversion rates.A large number of A/B testing courses out in the marketplace just show you how to set up and run A/B tests. This is all well and good, but they tend to miss out on critical elements within the whole process - like setting and measuring goals, gathering insights and creating problem statements and hypotheses.In this course I take you through the entire A/B testing process, incorporating:Setting a baseline and goals;Gathering insights;What the different types of experiment are;What you should do before, during and after running an A/B testDocumenting your experiments.The course is suitable for both beginners and people with digital marketing experience.It's ideal if:You want to start running A/B tests but don't know where to start.You already work in marketing and want to expand your knowledge.You run a small or medium-sized business and want to increase your sales.
Overview
Section 1: Introduction
Lecture 1 Course overview
Lecture 2 Tip to finish the course in less time
Section 2: A/B testing and the optimisation process
Lecture 3 Introduction
Lecture 4 Insight gathering
Lecture 5 Testing and iteration
Lecture 6 Targeting and personalisation
Section 3: Measuring success
Lecture 7 Introduction
Lecture 8 The importance of a measurement framework
Lecture 9 Knowing your top-level business objectives
Lecture 10 Primary vs secondary metrics
Lecture 11 Documenting objectives and goals
Lecture 12 Setting a baseline
Section 4: Insight gathering
Lecture 13 Introduction
Lecture 14 Quantitative and qualitative data
Lecture 15 Analytics insights
Lecture 16 Heuristic analysis
Lecture 17 Customer surveys
Lecture 18 Live chat
Lecture 19 Session replay
Lecture 20 Online user testing
Section 5: Testing and iteration
Lecture 21 Introduction
Lecture 22 A/B testing
Lecture 23 Multivariate testing
Lecture 24 Multi-page testing
Lecture 25 Split URL or redirect testing
Lecture 26 Which types of testing should I do? All of them?
Section 6: Before testing
Lecture 27 Introduction
Lecture 28 Building your team
Lecture 29 Experiment planning
Lecture 30 Prioritising experiments
Lecture 31 Why you need a problem statement
Lecture 32 Creating a hypothesis
Lecture 33 Generating ideas to test
Lecture 34 Choosing which segments to target
Lecture 35 Quality assurance
Lecture 36 Setting up the testing environment
Lecture 37 Creating an A/B test
Lecture 38 Setting objectives for your A/B test
Lecture 39 Targeting your visitors
Lecture 40 Pushing an experiment live
Section 7: During testing
Lecture 41 Introduction
Lecture 42 Knowing when to stop an experiment
Lecture 43 Understanding p-value
Lecture 44 Significance and sample size calculators
Lecture 45 One-tailed versus two-tailed tests
Lecture 46 Understanding validity
Lecture 47 Amending experiments while they are in progress
Lecture 48 The correct way to ramp up traffic volumes
Section 8: After testing
Lecture 49 Introduction
Lecture 50 Analysing and interpreting experiment results
Lecture 51 What to do if a variant loses
Lecture 52 Running experiments as series, not in isolation
Lecture 53 Maintaining an experiment backlog
Section 9: Documenting your A/B tests
Lecture 54 Introduction
Lecture 55 The test plan
Lecture 56 The test prioritisation planner
Lecture 57 The test report
Lecture 58 The test results template
Lecture 59 The test scheduler
Lecture 60 Bonus lecture
SME owners and marketers


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