A/B testing: a practical guide - course RUB 18,900. from Netology, training, Date: November 27, 2023.
Miscellaneous / / November 28, 2023
This is an experiment that is carried out on a website or mobile application. The test compares the changes to the original version and determines their effectiveness. This way you will understand which changes will bring the best results for your business.
During the course, you will learn how to conduct A/B testing yourself, without the help of agencies and third-party specialists.
You will be able to provide verifiable growth in metrics, which is caused precisely by product improvement
You will be able to test changes in pricing models or optimization of part of the sales funnel
You can test images, calls to action (call-to-action) or other elements of the marketing campaign
You can test design solutions (for example, the color of the checkout button) or the usability of the interface
Works in analytics for more than 5 years. Previously, he held the positions of head of customer analytics and data scientist at the S8.Capital group of companies, and led CRM in leasing company Europlan, was a PM in various e-com projects and services, a marketer and brand manager in agency.
Data-driven processes and the role of A/B testing
You will understand how to organize Data-driven processes in your company. You will learn how hypotheses are generated: reports, funnels, qualitative and quantitative research. Consider criteria for assessing the quality of hypotheses.
• Organization of data-driven processes in your company
• Processes of analysis and creation of hypotheses
• Hypothesis generation: reports, funnels, qualitative and quantitative research
Hypothesis prioritization and tests
You will learn how to build a hypothesis tree and develop a test plan, and conduct express analysis of hypotheses. Learn to prioritize your hypothesis. Get acquainted with product and marketing analytics.
• Criteria for the quality of hypotheses
• Hypothesis tree and test plan
• Express analysis of hypotheses
• Hypothesis priority
A/B Testing Basics
You will understand what tests are A/B tests and why they are so important. You will learn that you can check not only two options.
• A/B tests
• Why A/B tests are important
• What to test and what not to test
• Steps for a well-structured A/B test
Fundamentals of Distribution and Statistics
Review indicators of possible distributions, box plots, and other visual elements for the distribution.
• Mean, median, quartile, percentile, percentage vs percentage point, central limit theorem
• Indicators of possible distributions
• Box plot and other visual elements for distribution
• Case study for transformation of two groups
A/B testing tools
Consider web optimization tools: Google Analytics and Yandex. Metrica, VWO, Optimizely, as well as mobile and product analytics: Amlitude, Mixpannel, Google. Learn about system installation and A/B testing of internal tools. You will understand database integration.
• Web optimization
— Google Analytics and Yandex. Metrica—VWO, Optimizely
• Mobile and product analytics
— Amlitude— Mixpannel— Google Analytics
• System installation
• A/B testing of internal tools
• Database integration
Analysis of A/B test results
Find out what a p-value is and why not just look at one p-value at the end. Let's talk about proper segmented analysis. Find out what online A/B calculators exist for analyzing results.
• P-value
• Correct segmented analysis
• Reducing variance
• Online A/B calculators for analyzing results
Case stage
Analyze the material covered, study possible mistakes and how to avoid them.
• Assessing interdependence
• Fear of multivariate tests
• Extrapolation of test results
Final project
You will conduct A/B testing yourself, using its basic principles in practice, and analyze the results.
The course will help you effectively form a team and establish the testing process by consolidating the acquired knowledge in “Software Tester. Level 1." In the course you will learn in practice what test management is, how to form an effective team for software testing, how to build constructive relationships in a team, metrics and testing risks. In the second module of the course, you will be intensively immersed in software testing using a specially developed software package. While testing it, you will encounter typical testing problems and ways to solve them.
4,1
22 990 ₽
The course is dedicated to defect management technology, a discipline that is equally important for all project team members without exception when developing software. The course introduces such concepts as quality of requirements - one of the main sources of defects, causes occurrence of defects, the effect of defect propagation, the relationship between defects and risks, the importance of classification defects. Examples of defects and their consequences are given. At the end of the course, questions are asked to reinforce the material presented.
3,8
9 500 ₽