If you’ve ever run an A/B test to figure out if that red button the CEO wants will actually outperform the existing blue button, you’ve conducted an experiment. Was it a well-designed experiment? The A/B testing tools we use provide some guardrails to try and keep us from making some of the most simple kinds of mistakes, but just because Optimizely or VWO says your test was “statistically significant” that doesn’t mean your experiment was a success. And ‘experiments’ go well beyond simply A/B testing a landing page. It behooves the marketer and the analyst to broaden their perspectives on experimentation, including some of the fundamental ins and outs of the topic.

Join us as Dr. Maria Copot, postdoctoral researcher at OSU linguistics, walks us through the fundamentals of experiment design. From turning your hypothesis into a well-designed experiment all the way to analyzing your results, there’s a lot to learn about this process that many of us take for granted!