Online Certification Course Includes:

Your Certification will identify you as a respected authority in the field of online testing.

While more and more marketers are recognizing the need to systematically test their new ideas, few have ever received serious, relevant training in online experimentation. In fact, the average MBA program teaches very little about online testing.

Today, many marketers are not sure as to what constitutes a valid sample size, they are confused over the best test design, and they have serious questions about interpreting their test results.

What's more... the online testing community has grown so fast, it has not had time to develop a set of Professional Standards and Best Practices.



Once you have taken and passed the final exam:

• You will be designated as a Certified Professional in Fundamentals of Online Testing
• You will receive the MarketingExperiments certificate of completion, signed by Dr. Flint McGlaughlin
• You will be entitled to use the MarketingExperiments Professional Certification Seal on your web site or résumé
• Your prospective customers or employers will be able to independently verify your credentials by searching MarketingExperiments' Registry of Certified Professionals

Learn how we designed and validated tests that achieved an 816% increase in conversion.

For the past five years, MarketingExperiments has been developing the optimum methodology for online experimentation. Working with both large and small research partners like The New York Times, Reuters, and Insurance.com, the lab has tested more than 1 million key words, 20 million email messages, and 100,000 Order Paths.

Through this rigorous process, our researchers have codified a set of simple principles and formulas that can help an organization run quick, efficient, money saving microtests.The Fundamentals of Online Testing will cover the key principles for conducting successful online tests. Here is a sample of what the course sessions will cover:

Test Methodology

This session builds a strong foundation, giving you the most important principles of effective online testing. It will give you confidence (and authority) as you discuss your testing plans with colleagues.

• The MarketingExperiments Single Variable Test Formula – This essential formula is the most important tool for performing a useful experiment. It organizes each element and helps you plan properly. It will help you achieve the most results with the least risks.
• The (relevant) Academic Vocabulary – You will learn the key concepts of online testing and their proper terminology, along with the difference between a "variable", a "value", and a "treatment".
• The MarketingExperiments Test Protocol – This worksheet tool organizes each stage of the test process and automatically calculates all of the key equations.

Test Validity

This session may be the most vital information in the program. Invalid tests lead to incorrect decisions. This session will give you a firm understanding of validity principles, so that you can be confident in the results of your test.

• The Six Most Dangerous Threats to Test Validity – You will learn the meaning associated with terms like "history effect", "instrumentation error", "sample distortion", and the prevention techniques for these threats to validity.
• The Key Mathematical Equations For Sample Size Validity – This course will include a concise but fascinating guest lecture from an innovative professor of economics, Dr. David Reiley. You will learn the key mathematical equations for determining test size.
• A Simplified Validity Formula – After the theory, we will present a simple, easy to understand formula that works even for the less mathematically inclined. You will also be given a tool to automatically calculate valid sample size.

Test Planning

This session focuses on how to determine which variables to test. It is not enough to conduct a valid test. Knowing what to test is as important as knowing how to test. This session will help you plan an entire series of tests with the confidence that you have set the right priorities.

• The MarketingExperiments Optimization Formula – This formula will help you determine how to prioritize your testing goals. You will generate much more revenue if you test each element in the right order.
• The MarketingExperiments Test ROI Calculation Tool – This tool automatically calculates the compounding ROI on a given series of tests. This will save you time and money as it helps you determine the impact of each test on your marketing budget.
• Radical Redesigns – Learn a unique method for capturing multi-variable test results with single variable testing techniques. And discover how to make 'sudden inferential' leaps with the results from your initial tests.

In addition, there will be sessions covering the following:

Test Metrics: which metrics you need to collect and whether or not you should work with your own platform or hire a third party. You will also learn the seven main traps you should avoid when selecting a vendor (For instance, third party solutions often cause server lag. This can skew your conversion numbers and invalidate your results). We will also teach you two simple ways you can test even if you don't have sophisticated software.

Test Interpretation: How to understand your data, how to integrate it into ROI projections, and how to assemble it for presentations to senior management.

Start testing with our exclusive A/B Split Testing Tool provided with your enrollment.

To help you with your paid search and A/B split testing efforts, you will also receive a very simple and easy to use A/B split testing tool that you can install on any web server that supports PHP and MySQL. You will be able to run as many 50/50 A/B split tests as you would like.

Detailed instructions for installation are included with the zip file you will receive.

The course is comprised of seven 45-minute sessions, delivered online and on-demand.

All the sessions are available online 24 hours a day, 7 days a week through the MarketingExperiments Learning Laboratory, so you can study at whatever time suits you best.

The final examination is built around a simple, but honest, standard. And we have carefully ensured that the exam isn't just another academic exercise; it emphasizes practical application. If you can successfully plan a valid test, then you will be rewarded with certification.

We will do everything possible to help you pass the exam and achieve your Professional Certification. You will be given a practice test before the main test, and if you don't pass the test the first time, you will have the opportunity to take it again for a small renewal fee.

What Others Have Said about MarketingExperiments Fundamentals of Online Testing Certification Course:

"Excellent course . . . very helpful. This gave me a lot of ideas for testing. The content is very relevant to what we actually do, not just a bunch of idealistic advice."

Kristen Shaw
Bill Me Later

"Information presented was clear, crisp, relevant and actionable. The course provided good baseline information and linkage of the entire process from email capture to landing pages."

Margaret Weaver
Fidelity Investments