Advanced Experimentation Course

Scale testing & drive growth with experimentation

4h 30min | 12 lessons | 10 downloadable resources

In this course, you will learn how to:

Develop a structured experimentation roadmap that aligns with business goals.
Prioritize high-impact tests that drive revenue and customer insights.
Avoid statistical mistakes that lead to false conclusions.
Optimize testing velocity without sacrificing accuracy.
Scale experimentation across teams and departments for bigger wins.

Join for $1,199

Black Friday offer: 25% off, already applied. A year of CXL, this course included.

English subtitles Certificate included

Trusted by marketers at

Master advanced experimentation to scale testing and drive impactful results

Course Length:
4h 30min. 12 lessons.

Successful experimentation delivers real business growth when backed by the right strategy. This course gives you the frameworks, tools, and techniques to test smarter, learn faster, and continuously optimize. Walk away with the confidence to run an experimentation program that drives useful and actionable results. Go beyond basic testing and learn how to build structured experimentation roadmaps, apply meta-analysis for deeper insights, and implement a culture of experimentation across your organization.

After completing this online course on advanced experimentation, you will be able to assist your team and company with:

Building a strategic experimentation roadmap that drives business impact.
Identifying and prioritizing tests that lead to meaningful improvements.
Ensuring statistical accuracy for confident decision-making.
Scaling experimentation efforts for maximum growth.
Turning test results into actionable, revenue-driving insights.

This course is for you if you are responsible for:

Running or managing an experimentation program.
Improving conversion rates and customer experience through testing.
Making data-driven decisions that impact business performance.
Scaling and optimizing an existing testing framework.
Driving measurable business outcomes through experimentation.

Look no further than CXL, this is the best and most recommended course you will find on Advanced Experimentation.

Join for $1,199

Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.

Course Curriculum

Advanced Experimentation Masterclass

Introduction to the Advanced Experimentation Masterclass

This is a brief overview of the course where you’ll get to know the experts and understand what you’ll learn.

Strategic Testing

In this lesson, you’ll learn how to apply the Diamond framework and how to shape insights into an Experimentation Program Strategy.

Better Ideation for Experiments

You’ll learn how to be more creative, how to go from narrow to wide thinking, and how to leverage others in your organization to find more potential for growth for your experimentation program.

Change Management

Students will learn how to apply their CRO mindset to lead organizational change, creating a thriving experimentation environment with better collaboration and more freedom to experiment. Students gain the skills to navigate stakeholder landscapes, motivate teams, and implement a structured approach to change management and their personal growth.

Documentation and Communication

Learn why it’s important to have documentation systems and processes in your organization. Let’s review a shape of communication cadences, and let’s talk about how to communicate A/B tests results and/or growth in a past quarter.

Engaging Workshops

Improve the experimentation culture by using effective workshop formats for collaboration, education, and standardization.

Meta-Analysis

Unlock the power of meta-analyses: A step-by-step guide to supercharge your insights and prioritization

Experimentation Program Management

A brief introduction to one of our courses.

Intro to App Testing

Learn the requirements for app testing, the process and how this is different from website experimentation and what to pay extra attention to.

Maturity and Scaling

Learn about the gradual change bias, understand what problems you’re tracking and solving for with experimentation.

Building a Center of Excellence

Learn what a “CoE” is and why you should care about it. Together, we’ll look at the core parts to an experimentation COE.

Final Exam: Advanced Experimentation Masterclass

Pass this exam to earn your certificate of achievement. You need a 90% or higher to pass. You can retake the exam after 6 hours.

About the expert

Lucia van den Brink

Founder & Consultant @ Freelance

Lucia built her first webshop at 11 years old. Now, after more than 700 A/B tests and influencing 20M+ visitors, she runs a consultancy called Increase-Conversion-Rate.com.

This online course
comes with a
Certificate

Completing this course earns you an official CXL Advanced Experimentation Masterclass Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on LinkedIn that can be added to your profile.

This is what marketers said after our live workshops and courses

Derek Miller
Built on a live GTM campaign at work

“I completed my campaign engine setup for a small c real-world GTM campaign that I was working on for my job this week and presented it to my boss today… and he loved it!”

Campaign engine

Victor
B2B eCommerce platform

Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.

Campaign engine

Alejandro Serrano
Co-Founder, Feral MKT

“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”

Campaign engine

Ken Fleischer
Fractional CMO & GTM Strategist

“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”

AI visibility tracker

Manuela
Social club for people 60+, pre-launch

A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.

Campaign engine

Shannon Annarella
Senior copywriter, elective healthcare agency

“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”

Campaign engine

Tegan Heneke
Freelance Marketing Executive

“Currently I’m pulling reports from GA4, SourceWhale and Linkedin manually and giving it to Claude to create a dashboard for me so this (if I can get LinkedIn connected) will change that (Yay!)”

Reporting agent

Ilaria
Clinic management software

A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.

Campaign engine

Natalia
E-commerce & Brand Strategist

“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”

Own plugins on Marketing Brain

Kerry McDonough
AI-Forward Marketing Executive

“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”

Last cohort

Carolin
Fractional CMO practice, launching

Tested a new fractional CMO offer on her own website, using public data only.

Marketing Brain

Attallah Wilson
Marketing Communications Manager, TXI

“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”

Marketing Brain

Ben Shenk
Director of Messaging

“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”

Workflows

Murillo
Marketing agency for health clinics

Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.

Marketing Brain

Ekaterina Speckbacher
Growth Marketing Manager

“I built it on my own data, so I had to hide them. It worked pretty smoothly. I’m lucky that we use HubSpot for everything, so the integration was straightforward.”

Reporting agent

Shekhar Vaidya
Head of Digital Marketing

“Fix the brand’s own pages first (one sentence on one page is wrong on every tool), then earn the unbranded recommendations.”

AI visibility tracker

Ignacio Basello
Content Strategist

“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”

Workflows

Enmanuel Saavedra
Took the personal OS workshop

“Months ago, I took the workshop of the second brain (personal OS) at CXL in the past and helped to all my team to adopt it as well. It was a game changer.”

Earlier workshop

Maddy L
B2B ABM marketer, SaaS

“A challenge that we have internally: if somebody asked me for a campaign I ran three years ago … we do not have a single source of truth/location to satisfy that question … I like that this brief could help with our internal challenge”

Campaign engine

Alfonso von Ziegler
Founder, Mesh Creative Studios

“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”

Campaign engine

Here is what other marketers said

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Frequently asked questions

About CXL

What is CXL?

CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by building real work with live guidance from practitioners.

Does CXL offer AI training for B2B marketers?

Yes. AI for B2B marketing is CXL’s main focus: building AI workflows and agents for research, content, campaigns and reporting, plus visibility in AI search.

Where can I learn conversion optimization?

CXL has trained marketers in conversion optimization and experimentation for over a decade, covering customer research, A/B testing, landing pages and testing statistics.

Plans

What is the difference between the monthly, quarterly and annual plans?

The main differences are the billing period and access to live courses:

Annual: On-demand courses plus live courses, including new live courses throughout the year. Billed annually and offers the best value. Includes a 7-day refund window.

Monthly: On-demand courses only. Billed monthly.

Quarterly: On-demand courses only. Billed every 3 months at a lower monthly rate.

Quarterly and monthly plans are not covered by the refund policy. However, you can reach out to Support if you’d like to remove the automatic renewal.

What is the difference between the individual and teams plans?

Individual plans are designed for one learner.

Team plans are available for 2 or more people and include additional tools to help manage learning across your team, including:

Track learning progress and engagement.
Invite and manage team members.
Create learning roadmaps for individual users.

What is included in the subscription plan?

All subscription plans include:

80+ certifiable B2B marketing courses and Minidegree programs.
Certificates that can be added to LinkedIn.
Progress tracking.

Are live courses and workshops included?

Live courses and workshops are included on annual plans. Monthly and quarterly plans cover the on-demand catalog and every Minidegree.

Can I switch plans later if I want to?

Yes. You can change between Monthly, Quarterly, and Annual billing plans.

If you would like to move from an individual subscription to a team plan, please contact our Customer Success team via live chat and we’ll be happy to help.

What is the difference between the Marketing Engineer cohort and the subscription?

The Marketing Engineer cohort is 8 live weeks, starting 11 January with setup. You build a working marketing system and get certified on it, not on attendance. It comes with the annual subscription.

The subscription gives you access to our library of 80+ B2B marketing and AI courses. The annual subscription also includes every live cohort and new live workshops every month.

Does the Marketing Engineer cohort include access to the full CXL course library?

Yes. The cohort comes with the annual subscription, which includes the 80+ on-demand courses and every minidegree.

It also includes every live cohort in your year, the community and every update to the systems you build.

Billing

What are the payment options available?

Most major credit cards and Paypal are accepted. If you need an invoice to pay by wire, please message our customer success team via chat for options.

Can I pay in my own currency?

All of our products are priced in USD currency. We have established a system where you can pay in your local currency.

Advanced Experimentation Course