Learning paths

• Run your first A/B test

  Go from idea to a live, trustworthy test.

• Read test results without fooling yourself

  Know when a result is real and what to decide.

• Turn customer insight into a test backlog

  Collect what customers say and turn it into ranked test ideas.

• Audit your GA4 set-up

  Find and fix what makes your GA4 data wrong.

• Move your tracking server-side

  Decide if server-side tagging is worth it, and do it right.

• Launch personalisation that pays

  Pick segments worth targeting and prove the revenue.

• Fix your product page and checkout

  Find where shoppers drop off and what to change first.

• Get found by AI assistants

  Make your brand and products appear in AI answers.

• Bring AI into your testing workflow

  Use AI where it speeds testing up, and know where it doesn't.

• Make the case for experimentation to leadership

  Win budget and support for testing.

• Start a new CRO role

  Make your first 90 days count.

• Choose your optimisation stack

  Pick analytics, testing, personalisation and VoC tools with confidence.

• Build a culture of experimentation

  Take testing from one team's tool to how the whole company decides.

• The ABC of GA4 for Product Managers

  Use GA4 to answer product questions: adoption, funnels, retention and launches.

• The ABC of GA4 for UX & Product Designers

  Use GA4 to find where people struggle, and prove what your design changed.

• The ABC of GA4 for Developers

  Implement GA4 tracking that is right the first time, and prove it with QA.

• The ABC of GA4 for Marketers

  Use GA4 to judge channels, campaigns and products fairly.