A/B testing is one of the best ways for a marketer to understand the web audience they serve. It gives marketers and designers confidence in their work, allowing them to take more chances as they grow online revenue.

There are, however, some important rules that must be followed when analyzing the results of an A/B test.

Brian Massey founded Conversion Sciences in 2007 and has been involved in thousands of A/B tests. He is going to show you how to avoid mistakes when designing and evaluating A/B tests. This session assumes some knowledge of Google Analytics 4 and Google Sheets.

Actionable tactics you can apply after this session:

• Understand why A/B Testing is critical to digital marketing
• Know how the statistics of A/B testing work and can be applied for higher conversions
• Conduct post-test analysis and evaluate A/B test results like a pro