A-B Testing
A-B testing compares two versions of a design to see which performs better.
It is useful when there is a clear success metric, such as clicks, sign-ups, conversions, completion rate, or time on task.
How It Works
Users are split between two versions:
- version A: current or control design
- version B: changed design
The designer then compares performance data.
Use It For
- button labels
- page layouts
- onboarding flows
- pricing or conversion pages
- content hierarchy
Watch Out
A-B testing can tell which version performs better, but not always why. It should often be combined with qualitative research.