Test of the Twins

Learn about Growth Hacking and Conversion Rate Optimization with Split Tests, Multivariate Tests and Cohort Analysis.


Running tests seems needed for an innovative business model in order to ensure its growth and sustainability. This chapter covers different types of tests (multivariate, A/B, split, cohort) with real examples of how to use them and to analyze the results.

  • Growth hacking
  • Multivariate test
  • CRO
  • Split tests
  • Marketing acquisition
Practices Explained

Split Tests

Multivariate Tests

Cohort Analysis

Practices Mentioned

Conversion Rate Optimization

Growth Hacking


Coming Soon!


Chapter 24 Illustrations

Recommended Tools

Create a basic experiment plan

A/B Testing Template

AB Testing Tracking Sheet Template

Recommended Books

The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales by Chris Smith

A/B Testing: The Most Powerful Way to Turn Clicks Into Customers
by Dan Siroker, Pete Koomen

You Should Test That: Conversion Optimization for More Leads, Sales and Profit or the Art and Science of Optimized Marketing by Chris Goward

Recommended Articles

Using Cohort Analysis for Conversion Optimization

Conversion Optimization Made Simple: A Step-by-Step Guide

Conversion rate optimization

Multivariate Testing vs A/B Testing

A Refresher on A/B Testing

How to Do A/B Testing: A Checklist You’ll Want to Bookmark

Common Growth Hacking Myths (and How Growth Actually Works)

Growth hacking is bullshit

Growth hacking

Cohort analysis

The Definitive Guide to Effective Cohort Analysis

Cohort Analysis: The Definitive Guide

What is Cohort Analysis?

Make Your Pirate Metrics Actionable

Growth Guide: How to Set Up, Staff and Scale a Growth Program