AB / MVT / Split Url, are ways to run an experiment

Choosing the right type of test configuration can make the difference between success and failure, let's get to grips with how they work and what to avoid

I remember a large company (client) that only wanted to run large Multi Variate Test, they kept telling me: "Ivan, It's the most powerful form of Experimentation!", my answer to that was: "Oh boy, we are in trouble..."
You see, most companies and individuals don't really understand the differences between test (or experiment) types that you can chose from. You have AB, ABn, MVT, Split URL, and so many more. The reason my gut sank when told MVT is the best is that I realized how un-experienced the client was, not their fault... but here in lies the reasons for this course.

In this semi technical CRO course:
We want to cover the key types of test types you can launch your experiments with. We will show you how they work, technical differences all marketers and CRO team should understand but also, situations each test type is best suited for and finally, traffic amounts required for statistical significance, a variable often over looked.

Just a few things you will learn:
  • What is an AB and ABn test
  • What is and Multi Variate test
  • How and MVT test works and what it looks like
  • What a split URL test is
  • What a path test is
  • Examples of each test type
  • Traffic requirements to run each type of test
  • Considerations for segmentation analysis
  • Advice and warnings
  • Part of the CRO course bundle

    About the course

    Quick facts about the course, whom its for, how long it is

    • Complexity level: Intermediary skill level course

    • For whom? Marketers, CRO teams, strategists

    • Length: Short to medium course ~35 minutes

    Course curriculum

    • 1

      The different types of experiments and how they work

      • 1- Types of tests: Introduction
      • 2- Types of tests: What is an ABn test
      • 3- Types of tests: Multi Variate tests and their use, not!
      • 4- Types of tests: Types of ABn tests
      • 5- Types of tests: Key summary points

    CRO course bundle

    Get 1 year unlimited access to all 30+ courses, 240+ lessons in over 50 hours of videos training.

    Watch Intro Video


    Get to know the Optimization Academy

    Social proof: testimonials

    eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

    Fotis Antonopoulos

    eCommerce & CRM Director, Tsakiris Mallas / f. Chairman of the Greek Ecommerce Association

    Those of us that are passionate about eCommerce, know very well that our industry's Holy Grail is called 'Conversion Rate Optimization'. Yet, the problem is that only a few professionals know how to implement a good methodology in order to gain maximum CRO results. The rest of us rely on some past experience, a couple of white papers and/or some youtube videos. All that, until I recently discovered the Optimization Academy. I have downloaded/subscribed to numerous courses, so I said 'why not?'. I have to admit, without being too excessive, that it was one of the best personal investments, the past few years. Very practical, spot-on, fast, entertaining and above all very qualitative. To the point, I restarted the course, once I finished it, to discover more and more data.  Thus, at the end of the day, it comes to the big question... "Would I recommend it?". To my good friends and colleagues, definitely yes. To my competitors, I guess not. :-)
    E-Business Manager, BSB Fashion

    Dimitris Travlos

    E-Business Manager, BSB Fashion

    Frankly, Mr. Imhoff is one of the very few who manages to impress me every single time I meet him. If you’re really into actionable insights, practice over theory, efficiency over extravagance, precision over vagueness – and all these expressed with a wonderful non-political correct attitude.


    • What is the CRO bundle?

      The courses are not meant to be sold separately since most of the knowledge is built from previous courses...
      So getting the CRO Course Bundle gives you all the courses, existing and upcoming, with full freedom to watch individual courses in any order you want.

    • What makes your courses unique?

      I get this a lot, no surprise there...
      The courses are based on rules and principles we developed and taught in our CRO agency.
      Unlike a lot of courses that are very good, but very theoretical, and most people find it difficult to apply to a website or AB testing. These rules and principles I use all the time to build my experiments and guide my conversion optimization decisions

    • Is this a long course?

      No not really. each course is between 20 to 40 minutes on average, designed to establish fundamental principles you will need to evaluate your own pages and site journey.
      The multi-lesson courses are longer in the 40 to 90-minute range.

      All courses are made up of individual "lessons" and each lesson is from 2 to 15 minutes long.

    • Why are the courses numbered?

      The initial CRO training program was designed as a series of sequential courses,starting from #1 and then #2 etc.. But, some companies and people don't want to go through all of them in sequence, so you are free to jump around. I recommend that you start from the beginning as the courses build up knowledge in layers and references learnings from previous courses

    • Is this just for beginners?

      Oh no no no... You would be surprised how even the pros don't know these principles.
      You may think some of these are simplistic, but they are not.