by Matthew Edgar | Publisher: O'Reilly Media, Inc. | Release Date: May 2018 | ISBN: 9781492035480

Knowledgeable product managers often deploy split tests, such as A/B tests or multivariate tests, to help them understand the impact of the changes they've made to their products, websites, and apps. This course explores some of the best tools for running split tests with a focus on how to set up and run experiments in Google Optimize. In addition, the course describes the details of reviewing split test reports, including how to review the results of a split test in Google Analytics. After this course, participants can begin running their own split tests to find new ways to gain insight into how their users interact. While not a requirement, learners will gain the most from this course by first viewing the O'Reilly Media video course “Using Analytics to Inform Product Design.”Understand what split tests are and when split tests are the most effectiveExplore alternative methods to use when split tests are not a viable optionLearn how to use events, goals, and other data points to determine what to testPick up the distinctions between A/B tests and multivariate testsSee how split tests are set up using Google Optimize and other available toolsLearn how to review the results of split tests in Google Optimize and Google AnalyticsUnderstand how long split tests should run and when they've hit a statistically significant conclusionMatthew Edgar is a partner at Colorado based Elementive, a consulting firm specializing in web analytics, CRO, UX, and technical SEO. Author of the O'Reilly video series "Using Analytics to Inform Product Design" and the book Elements of a Successful Website, Matt is Google Analytics certified and has worked in the web performance analytics field since 2001. He holds a Master's in Applied Science, Information, Communication and Technology from the University of Denver.

1. Part 1: What Is a Split Test?
   • What Is Split Testing? 00:02:48
   • Split Testing and Multivariate Testing 00:03:58
   • Deciding What to Split Test 00:03:01
   • How Long to Run a Split Test 00:05:51
   • Time Comparison Tests 00:05:12
   • Part 1 Summary 00:01:19
2. Part 2: Using Google Optimize
   • What Is Google Optimize and Alternatives? 00:05:00
   • Setting up Google Optimize 00:03:15
   • Setting up An A/B Test 00:05:06
   • Setting up a Multivariate Test 00:05:44
   • Part 2 Summary 00:00:46
3. Part 3: Reviewing Split Test Reports
   • Google Optimize Reports 00:03:54
   • Reviewing Experiments with Events in Google Analytics 00:03:13
   • Reviewing Experiments with Goals in Google Analytics 00:02:20
   • Part 3 Summary 00:00:36