A/B Testing Fundamentals

Plan, run and read trustworthy experiments, from hypothesis to decision

A practical first course in A/B testing for people who have to plan, build or read tests. Nine lessons take one test from customer insight to a documented decision, using Henkan Insights articles as readings, with a hands-on exercise, a working template and a short quiz in each lesson.

1. What A/B testing is, and why it beats opinion
2. From customer insight to a prioritised hypothesis
3. Sample size and test duration
4. The statistics you need to read a result
5. Choose how the test is delivered
6. Build variations that do not break
7. QA and launch
8. Read results without fooling yourself
9. Decide, document and share