Become great at A/B testing foundations

Master the fundamentals of A/B testing in under an hour.

Online course

By Peep Laja,

Founder @ CXL

Course length: 1h 07min

Sign up now

English subtitles Certificate included

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Discover how to run A/B tests like the pros.

From testing your hypotheses to creating a more effective marketing strategy, A/B testing can help you dramatically improve your experimentation efforts. But for many marketers, running statistically valid A/B tests can be both intimidating and challenging to do correctly.

This course will teach you everything you need to know to get started with A/B testing, including what to test, why A/B tests are important, the fundamentals of statistics, and effective testing strategies.

Introduction video (30 seconds)

In five brief but value packed lessons you’ll learn:

  • Why the “imaginary winner” is so costly and how to spot it early on.
  • The real reason for testing (it’s not what you may think.)
  • The most common mistakes marketers make when running A/B tests and how to avoid them.
  • How to choose A/B tests that have the highest chance of success.
  • The framework for determining when a test is “done” – most marketers get this wrong.
  • Exactly what you should be measuring with your tests.
  • An in depth breakdown of Freuentist, Bayesian, and bandit tests.

Check our A/B Testing Mastery Course if you prefer a longer format that goes deep into all the aspects of A/B testing.

Skills you will master

A/B testing monitoringA/B testing statisticsA/B testingA/B test prioritization

Alex B.

Paid Search Analyst @ ConversionWhale, US

CXL has helped me tremendously in my journey to become the best digital marketer I can be.

It has opened my eyes to the capabilities of tools like GTM and Google Sheets. You guys have humbled me by teaching me that there’s so much more to learn!

Ap S.

Account Manager @ ePPC Digital, Estonia

CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.

Anyone can say they “A/B test”… but few do it right. Save time and money by mastering A/B testing fundamentals.

Successful A/B tests are more than split testing two landing pages with slightly different designs. A/B testing helps you think strategically about your assumptions, and make decisions based on what the data says. Knowing how to run A/B tests correctly is an invaluable resource for marketers looking to get the most from their experimentation efforts.

This course is essential for you if …

  • You know the value of A/B testing, but struggle to get started.
  • You want to run better marketing experiments in the right way, without wasting time or money.
  • You’re looking to increase the ROI of your marketing experiments and build a culture of experimentation.
  • You want to get started with A/B testing as quickly as possible while getting the basics right.
  • You’ve tried A/B testing in the past but with little success.

This course is NOT for you if…

  • You already run A/B tests for your organization at scale.
  • You’re looking for an ‘overnight’ fix for your marketing efforts.
  • You think successful A/B testing is all about choosing the right tool.
  • You’ve completed our A/B testing mastery course.

Skills you should have before taking this course

While designed for A/B testing beginners, to get the most from this course you should have:

  • A basic knowledge of A/B testing and why it’s important.
  • The desire to think critically about how to run experiments.
  • Some knowledge of analytics and statistics, but most importantly the desire to learn.

Peep Laja

Founder @ CXL

Peep is the founder of CXL, and champion of conversion optimization and experimentation. He’s been nominated as the most influential conversion rate optimization expert in the world.

Peep is the creator of the ResearchXL conversion research framework and PXL test prioritization framework.

Your course curriculum

A/B testing foundations

1 Introduction to A/B testing

What are we doing here? Topics covered: What is testing for?What’s the alternative? Resources Lesson slide deck

2 What to test?

What should you be testing to begin with? Topics covered: Research/experimentation 80/20What to test first? Resources Lesson slide deck

3 Test prioritization

You have multiple competing hypotheses. Which one to test first? Topics covered: PXL Framework Resources Resources PXL prioritization framework sheet Documentation OD Test Prioritization Template Lesson slide deck

4 A/B testing statistics

How to run statistically valid tests. Topics covered: Statistical significance (p-value)Statistical powerBandit test Resources Resources A/B Test Calculator – CXL Tool Lesson slide deck

5 Testing strategies

How to choose what kind of tests to run Topics covered: PyramidXLInnovative testing vs iterative testing Resources Resources Pulling Back The Curtain on P-Values Blog post/article Statistical Power Blog post/article Bayesian vs. Frequentist A/B Testing …

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Learn A/B Testing: FAQ

Who is this course for?

This course is essential for you if …

  • You know the value of A/B testing, but struggle to get started.
  • You want to run better marketing experiments in the right way, without wasting time or money.
  • You’re looking to increase the ROI of your marketing experiments and build a culture of experimentation.
  • You want to get started with A/B testing as quickly as possible while getting the basics right.
  • You’ve tried A/B testing in the past but with little success.

Some careers that will especially benefit from this course are CRO specialist, growth marketer, digital marketing manager, product manager, UX designer, data scientist, software engineer, web developer, or business analyst.

What will you learn?

After taking this course, you will learn:

  • Why the “imaginary winner” is so costly and how to spot it early on.
  • The real reason for testing (it’s not what you may think.)
  • The most common mistakes marketers make when running A/B tests and how to avoid them.
  • How to choose A/B tests that have the highest chance of success.
  • The framework for determining when a test is “done” – most marketers get this wrong.
  • Exactly what you should be measuring with your tests.
  • An in depth breakdown of Frequentist, Bayesian, and bandit tests.

What does the course include?

Our A/B Testing training includes 5 lessons, 4 downloadable resources, 1h 07min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the A/B Testing Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 1h 07min long.