{"id":3469,"date":"2017-09-07T17:57:38","date_gmt":"2017-09-07T14:57:38","guid":{"rendered":"https:\/\/tubikstudio.com\/?p=3469"},"modified":"2023-08-14T18:33:46","modified_gmt":"2023-08-14T18:33:46","slug":"make-the-right-choice-ab-testing-for-ux-improvement","status":"publish","type":"post","link":"https:\/\/tubikstudio.com\/blog\/make-the-right-choice-ab-testing-for-ux-improvement\/","title":{"rendered":"Make the Right Choice. A\/B Testing for UX Improvement"},"content":{"rendered":"

To be or not to be? That is a question and a constantly repeating situation. People often have to face some choices which are hard to make. Designers\u2019 job is also full of situations when two solutions seem right but you need to make a choice and not stumble. When it happens, a creative team runs tests for both to find out which solution is the best. One of the popular methods is called A\/B testing. The article describes the facets of A\/B testing methodology and shows how designers apply it for UX improvement.<\/span><\/p>\n

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What is A\/B testing?<\/span><\/h2>\n

A\/B testing, also known as split testing, is a method of comparing two versions of a digital product in order to find out which one performs better. A creative team divides users into two groups and each of them is shown different variants. One half sees the A version, the other – B. Such an approach helps to determine a more profitable solution.<\/span><\/p>\n

The differences between A and B options can vary from the smallest to the big one. For example, it can be a color of a small element or a different placement of all the components. The effectiveness can be measured by different criteria such as page views, clicks, number of subscriptions, or sale leads. The choice of criteria for measurement depends on the goals a company or a creative team has established. In some cases, it may be good to combine these metrics to achieve deeper insights into all aspects.<\/span><\/p>\n

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How can designers use A\/B testing?<\/span><\/h2>\n

UI and UX design for a product is always created to gain certain goals. Designers thoroughly choose all UI elements as well as plan clear and pleasant interaction and navigation system<\/a> for effective user experience. However, what once worked well, may not have the same effect after a while. Business goals constantly change during the time a product functions, so the design requires some improvements.<\/span><\/p>\n

A\/B testing is an approach helping to make design changes carefully so that users wouldn\u2019t feel inconvenient. Designers can collect the needed data and metrics while people continue to use an app or website.<\/span><\/p>\n

So, what do designers get from A\/B testing? First of all, it\u2019s a good way to learn the behavior patterns and peculiarities of the target audience. By testing different versions of UI, designers can see what kind of influence each solution has on users and which one performs more effectively. Moreover, A\/B testing assists to remove bad design decisions if there were ones and replace them with something more profitable.<\/span><\/p>\n

In addition, A\/B testing can reduce conflicts between designers and clients. It often happens that the opinions of both sides differ and no one wants to step aside. To solve such a kind of conflict, designers can run A\/B testing for two variants which a creative team and a customer see as the best solution.<\/span><\/p>\n

As we said above, differences between versions A and B can be either small or big. Here is a list of elements that designers often choose for A\/B testing.<\/span><\/p>\n