What is A/B testing in design?
Used to compare two (or more) versions of a design such as a web page, app, advertisement, store merchandising etc., A/B testing can determine which design performs better in terms of a specific goal or metric such as increased click-through rates, sign-ups, purchases, uncovery of information or any other action of interest.
Similar to usability testing, A/B testing may be unmoderated or moderated:
- Moderated A/B testing is suitable for generating qualitative insight with small numbers of participants, helping you to understand not just WHAT their preference is, but WHY. This is particularly useful when you want to understand the impact of new design directions. Moderated A/B tests can be included within a usability testing session alongside other usability testing tasks.
- Unmoderated A/B testing can be used for qualitative insight but is particularly suitable for gathering fast, quantitative insight with larger sample sizes, delivering high confidence about WHAT users prefer.
As well as testing existing designs, specialised testing software allows us to conduct A/B testing on prototypes or draft designs, saving time and expense before committing to build. We’ll discuss with you the level of analysis and reporting you require.
When to do A/B testing?
- When you need to compare the user experience of two different designs for the same task or function.
- When you want to validate changes or new design direction.
Want to conduct A/B testing?
Bunnyfoot has always prioritised evidence capture and valid, bespoke study designs to truly understand the nature of user engagement, interactions and behaviours, in a holistic way.
If you would like to talk about how we can support you with gaining a deeper understanding of your audience so you can make evidence-driven design decisions, we’d love to talk!
