A/B testing, also known as split testing, is a method used in the design process to compare two different versions of a product or design element to determine which one performs better. This technique involves creating two different versions of a design, such as a web page or email, and presenting each version to a group of users to measure the effectiveness of each one.
During an A/B test, users are randomly assigned to one of the two versions of the design, and their interactions with each version are recorded and analyzed. The data collected from the test can include metrics such as click-through rates, conversion rates, and engagement levels. By comparing the results of the two versions, designers can determine which version is more effective and use that information to make data-driven design decisions.
A/B testing can be used to test a wide range of design elements, including headlines, images, calls to action, page layouts, and more. It is a powerful tool for optimizing design decisions and improving the user experience of a product.
+ A/B Testing: Optimizing The UX« Back to Glossary Index