A/B testing

Multivariate testing is an essential weapon in the growth marketer’s arsenal.  Planning, executing and interpreting the results of A/B tests, tied to hypotheses that refine a bigger-picture understanding of the product’s qualitative growth model [LINK TO GROWTH MODEL SECTION/ARTICLE] is the bread-and-butter of growth.

In order to A/B test new product features, UX tweaks, marketing campaigns and user communications, tools or frameworks must be in place to assign users to statistically significant test and control groups, measure the impact on the relevant metrics and conversion goals, and report results.


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