---
title: "A/B testing"
course: "MKTG 120 · Grow an audience online"
unit: "Marketing analytics and campaign optimization"
lesson: 32 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/a-b-testing
publisher: Maestro College
---

# A/B testing

Lesson 32 of 41 in **Grow an audience online** (MKTG 120), unit "Marketing analytics and campaign optimization". An open lesson from Maestro College.

## What the learner will be able to do
- Explain A/B testing as a controlled comparison between an original version and one variation used to evaluate a specific hypothesis.
- Design a basic A/B test with a control, one-variable variation, hypothesis, and objective-aligned success metric.
- Compare results using the primary metric and lift while identifying relevant conflicting evidence.
- Identify when sample size, test duration, or uncertainty makes a result unsafe to act on.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 32 complete: A/B testing."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Challenge: reallocate the budget" (lesson 33 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/challenge-reallocate-the-budget.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Challenge: diagnose customer behavior
Next lesson: Challenge: reallocate the budget