A/B Testing for Marketing

Summary

Randomly splitting an audience into control and variant groups to measure a change's real causal impact — applied here to landing pages, ads, and emails rather than product features.

• 1Design an A/B test for a real marketing asset (landing page, ad, or email).
• 2Learn the difference between correlation and causation, and why A/B tests solve for the latter.
• 3Understand common pitfalls: stopping a test too early, and testing too many variables at once.