Course curriculum

  • 1

    Section 1: Introduction to testing

    • 1.1 Welcome to this unit

    • 1.2 Introducing testing to optimise performance

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding testing

    • 2.1 Welcome to section 2

    • 2.2 Setting tests up for success

    • 2.3 Understanding A/B tests

    • 2.4 Understanding multivariate testing

    • 2.5 Prioritising elements to test

    • 2.6 Testing within different channels

    • 2.7 Testing emails

    • 2.8 Testing SEM campaigns

    • 2.9 Testing social media

    • 2.10 Testing website content

    • 2.11 Tools for testing website content

    • 2.12 Testing display advertising

    • 2.13 Using dynamic testing

    • 2.14 Understanding statistical significance

    • 2.15 Section 2 quiz
  • 3

    Section 3: Identifying testing opportunities

    • 3.1 Welcome to section 3

    • 3.2 Reviewing previous marketing tests

    • 3.3 Establishing the purpose of testing

    • 3.4 Brainstorming ideas

    • 3.5 Selecting channels and platforms

    • 3.6 Keeping an eye on the numbers

    • 3.7 Setting success metrics

    • 3.8 Creating a proposal

    • 3.9 Testing proposal template

    • 3.10 Gaining approval

    • 3.11 Section 3 Quiz
  • 4

    Section 4: Creating a testing plan

    • 4.1 Welcome to section 4

    • 4.2 Planning and running tests

    • 4.3 Documenting your hypothesis

    • 4.4 Setting timeframes

    • 4.5 Managing budgets

    • 4.6 Making a testing schedule

    • 4.7 Testing schedule template

    • 4.8 Creating an action plan

    • 4.9 Testing action plan template

    • 4.10 Overseeing implementation

    • 4.11 Section 4 quiz
  • 5

    Section 5: Analysing performance

    • 5.1 Welcome to section 5

    • 5.2 Documenting test results

    • 5.3 Comparing results to success metrics

    • 5.4 Checking statistical significance

    • 5.5 Statistical significance tools

    • 5.6 Assessing results against internal benchmarks

    • 5.7 Assessing results against external benchmarks

    • 5.8 Generating insights

    • 5.9 Testing report template

    • 5.10 Creating recommendations

    • 5.11 Testing recommendations template

    • 5.12 Presenting recommendations

    • 5.13 Section 5 Quiz
  • 6

    Section 6: Testing performance summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of testing

    • 6.4 How to keep your knowledge up to date

    • 6.5 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Introduction to AB Testing for Marketing Optimisation

    • 7.3 Conversion Best Practices Toolkit

    • 7.4 The Big Book of Experimentation

    • 7.5 The Complete DIY Guide To Improving Conversions

    • 7.6 Experimentation - The What and How of Digital Competitiveness

    • 7.7 Google Playbook on Experimentation

    • 7.8 Demystifying AB Testing Statistics

    • 7.9 Marketing Measurement & Optimisation Dictionary

    • 7.10 A/B Test Kit Tracking Document Template

    • 7.11 A/B Test Kit Significance Calculator

    • 7.12 Glossary of Digital Marketing Terms