Introduction
Getting The Hang Of A/B Testing
What it is and why it’s important
A/B Testing for Performance Marketing
How does A/B testing work?
Test Metrics
A/B Testing for Performance Marketing
Success starts here
A/B Testing for Performance Marketing
A/B Testing: How to Do It Right
Testing variables
Tools You Need
Ad Creative Design for Testing
Creating variations
A/B Testing for Performance Marketing
Pitfalls to avoid
Overloading variables:
You shouldn’t assume correlation means causation
Do not draw premature conclusions:
Putting it into action and monitoring it
A/B Testing for Performance Marketing
Test run
The metrics we’re watching
Finding out what worked
Using data to make sense
A/B Testing for Performance Marketing
Trying things out iteratively
Getting the most out of A/B testing
Designing experiments
Taking successful campaigns to the next level
A/B Testing for Performance Marketing
Application and case studies in the real world
A few success stories
Airbnb
Uber
Netflix
Amazon