A/B Testing

What is A/B Testing?

A/B testing is an empirical method of testing design variations. It is useful for seeing which version of a design is more effective.

Huh?

Imagine you have two versions of a website homepage. You want to discover which one is more effective.

Method:

1. Define a goal — e.g. click “sign-up” button
2. Show Homepage A to 50% of your visitors (chosen randomly)
3. Show Homepage Version B to the other 50%.
4. Use statistical analysis to see which version is more effective.

What are the benefits of A/B testing?

• Can be cheaper than usability testing
• Provides proof rather than opinions
• Tests are invisible to live users
• Allows you to trial new designs before roll-out

What Should You Test?

• Choice of images
• Layout of pages
• Choice of words in headings
• Size, colour and placement of headings
• Amount of text on the page
• Design of forms