There are many illusory ways of running tests, where you can call a winner and make the wrong business decision or waste valuable time. There are the lies you can tell yourself that will prevent the team from designing good tests or learning from them. And lastly, there are the Myths of Testing - things that you might think are true but turn out from real life experience to be a sleight of hand. Expect to learn some cold hard truths about testing.

Start your warm-up the day before, attend Craig Sullivan's all-day optimisation and analytics session on Monday, 19th January. 1000AM - 0500+PM (with lunch and coffee break). This will be a hands on exploration of your most important problems covering topics like Core Toolkits and Techniques, Analytics, How to Find Stuff, Prioritising issues, Hypothesis generation, Copywriting, Analytics, Split testing and how to gain trust and buy-in for optimisation on any project.