Webpage analytics is becoming a popular field within Business Analytics. The webpage has now become the digital asset companies must leverage to entice consumers. A/B testing is one form of Webpage Analytics companies can utilize to determine the success of their marketing efforts. A/B testing is a controlled experiment where one can determine if the change in a webpage feature led users to become more engaged. A/B testing is a choice between two versions of a web feature labeled as A (i.e., the original) and B (i.e., our test variant). Ties between web features are not permitted. The purpose of A/B testing is to determine if the change in web feature was desirous enough to adopt.

Google Optimize allows one to utilize A/B testing in a way that allows one to analyze marketing improvements to their digital assets (i.e., webpage). The goal of this course is examine the Google Optimize Report in detail to better understand the analysis that is generated and the story that evolves from this analysis.

This course is not intended to replace good content on how to run an A/B testing experiment using Google Optimize. This course is intended to teach how to interpret the Google Optimize Report in order to make more informed choices as to what the research is telling you. This course does includes resources you can use to practice A/B testing as well as gain a greater depth of understanding of the statistics that are used.