001 | A/B Testing |
Comparing two versions of a design to see which performs better against a predetermined goal
- A/B testing is an optimization technique that allows you to compare two different versions of a design to see which one gets you closer to a business objective.
- Tests are run by randomly assigning different people down two paths—the “A” test and the “B” test—until a statistically relevant sample size is reached.
- Testing can assess design aspects such as different treatments of text copy (tone, length, and font size); form elements (how many, layout, and which are required); and different treatments of the button or call to action (page placement, size, color, and labeling).
- A/B testing won’t help you understand why the design was preferred over the alternate, so pair it with qualitative methods to gain a deeper understanding of customer trust, desires, attitudes, and needs.
See alsoExperiments • Key Performance Indicators • Web Analytics
An eBay study comparing image size determined that users were more engaged with larger images, even though it sacrificed the amount of information contained to one page, contradicting research expectations.
Courtesy of Robin Chiang, eBay, Inc.
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