Master Multivariate Testing, Cognitive Bias Strategies, and GenAI Acceleration
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Transform Your Testing Programme from Tactical to Strategic
This course is built for marketers who are ready to move far beyond simple A/B tests and into behavioural science-based, AI-powered, and multivariate testing strategies for maximising performance across campaigns and automations.
- Investment: £105
- CPD Certified
- Approximately 2 hours of expert video content
- Built for senior marketers, CRM leaders, and growth strategists
- Includes frameworks, templates, AI tools, and real-world case studies
Be the first to hear about this course and join our waitlist.
⭐⭐⭐⭐⭐
Rated 5/5 by marketers worldwide
Based on feedback from learners who attended the live version of this course
Course Objectives
By the end of this course, you will:
- Craft advanced, multi-factor hypotheses aligned with behavioural science
- Use GenAI to speed up hypothesis generation, copy creation, and data interpretation
- Apply System 1 and System 2 cognitive principles in your testing design
- Structure multivariate and iterative testing for deeper insights
- Run tests in automation flows with reliability and precision
- Scale successful tests into broader strategic growth plans
“In this course, we explore advanced testing using multivariate design, cognitive bias strategies, and GenAI. It’s built for marketers ready to lead with intelligence and innovation.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Advanced Hypothesis Crafting
- Testing multiple elements simultaneously with clarity
- How to refine and layer hypotheses using AI
- Incorporating behavioural science (e.g., nudges, biases) into hypotheses
- Using GenAI to brainstorm hypotheses from campaign history
Leveraging AI for Email Testing
- How to use AI for rapid hypothesis creation
- Automating test setup and result analysis with GenAI
- AI-assisted pattern recognition and insight generation
Cognitive Biases in Email Testing
- Deep application of System 1 (fast thinking) and System 2 (rational thinking)
- Designing tests for biases like social proof, curiosity gap, and anchoring
- Using GenAI to generate subject lines tapping into cognitive biases
Multivariate & Long-Term Testing Strategies
- Structuring multi-variable tests for layered insights
- The aggregation of marginal gains: Small wins add up
- How to run iterative learning cycles for continuous performance improvement
Testing in Automated Email Programmes
- Differences between campaign and automation testing strategies
- Segmenting and personalising tests inside automation flows
- Test durations and minimum sample runs for automation reliability
- Why even automation tests must be run at least three times
Case Studies & Real-World Applications
- Reviewing high-impact email testing case studies
- Translating experimental insights into strategic actions
- Building a repeatable, scalable testing programme for growth
- Using GenAI to build subject lines and copy variations for System 1 vs. System 2 testing
All this for just £105!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Advanced email marketers
and CRM strategists
Growth marketers
scaling personalisation and automation programmes
Experimentation teams
looking to integrate AI into testing workflows
Brands
ready to invest in long-term, insights-led growth
Why Take This Course?
Behavioural Science + AI
Unlock a new level of testing sophistication
Multivariate and Automation Testing Expertise
Go beyond simple split tests
GenAI Powered Efficiency
Faster, smarter, more powerful testing
Be the first to hear when this course launches and join the waitlist.
Meet Your Tutor
Kath Pay, Co-Founder Holistic Email Academy
Kath is the creator of the Holistic Testing Methodology, a groundbreaking approach to A/B testing that focuses on strategic hypotheses and meaningful insights. With more than two decades of experience running hundreds of email tests for global brands, Kath has redefined how marketers approach testing – moving beyond simplistic subject line tweaks to robust experiments that drive long-term programme improvements. She’s a recognised leader in turning test results into actionable strategies that fuel growth.
FAQs
Is this course suitable if I’ve only run basic A/B tests?
You’ll get the most value if you’ve completed foundational and intermediate testing courses first.
Will this course show how to use AI step-by-step?
Yes—you’ll learn practical GenAI prompts and workflows for every stage of testing.
Is it applicable to both B2C and B2B?
Absolutely—cognitive principles and AI insights apply across all audience types.
Is there a certification?
Yes—you’ll earn a CPD-accredited certificate upon completion.
What Makes This Course Unique?
Modular, Self-Paced & Level-Specific
Each course is modular and designed for your level
Lifetime Updates
Stay ahead of trends with lifetime access to updated content, tools, and strategies
Grounded in Psychology
Go beyond guesswork
Get Certified
Showcase your mastery with a CPD-accredited certification
What’s Included in Each Course
Course Workbook
Your downloadable workbook includes checklists, templates, guided exercises, and note-taking prompts — designed to help you apply your learning immediately.
CPD Hours & Certificate of Completion
Earn 3.25 Continuing Professional Development (CPD) hours and receive a personalised certificate upon completion. Ideal for professional development plans and showcasing your new skills on LinkedIn, your CV, or in performance reviews.
1.5 Hours of Expert Video Content
Self-paced, high-impact lessons delivered by expert tutors — broken down into bite-sized, easy-to-follow modules.
Quizzes & Knowledge Checks
Short, practical quizzes are included to help you consolidate what you’ve learned and build confidence as you go.
Ready to Become an Elite Email Testing Strategist?
Leverage behavioural science, multivariate testing, and GenAI to drive unstoppable email growth.
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