Design Methods #12 – A/B Testing

Sep 30 2013 Published by under design

A/B testing is used to compare two versions of a design to see which performs better against a specific outcome (return coupon, sales, click through, etc). The methodology is that of a randomised experiment with two variants, A and B (control and test). Such testing is common in website optimisation and experience design in order to maximise desired outcomes and identify changes that can increase sales (where thousands of users can mean that even marginal increases in specific behaviours can have a significant impact on success). A/B testing is also called split testing. When there are multiple versions of a design, such testing is called multivariate or bucket testing. Read more »

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