A Behind-the-Scenes Look at Creating an A/B test

“Great science is always dependent upon a creative and artful process. The two work together. We use the creative to generate ideas that we convert to hypotheses. And then with these hypotheses, we use science to determine which of them is most accurate. From this, we’ve developed the most important concepts in the advancement of civilization — Predictability.”

These are the words of Flint McGlaughlin in this replay of a live interactive session on Hypothesis Development. McGlaughlin and his YouTube participants work together to construct an AB test to decide which email copy will receive the greatest amount of clicks. The first step is to create a hypothesis together. This is the first in a two-part series on test development.

Watch the video and learn how to use the MECLABS four-step hypothesis framework to remove the guesswork from your marketing efforts by performing accurate tests that will help determine what brings the greatest conversion lifts.

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