The greatest challenge for any business is to make the right choice among several other right options. Scott Belsky, the co-founder of online portfolio platform, Behance, summarizes design choice challenges in his following quote –
“Rule of thumb for UX: More options, more problems.”
A/B Testing is a proven methodology to resolve the dilemma of making the right design choices for web interfaces. William Sealy Gosset, a pioneer of modern statistics, implemented A/B testing for the first time in 1908. The primary objective of A/B testing is to analyze and choose the most suitable option among several digital design variations. It is a highly critical process that ensures the effectiveness of UX research services to achieve maximum user adoption.
This blog post evaluates the pros and cons of using the A/B testing methodology to produce digital designs.
Understanding A/B Testing and the Resources Required
A/B testing is a UX research methodology that involves comparing and analyzing two or more variations of a certain web page or user activity. The process can be followed by UX teams while designing from scratch or redesigning web interfaces.
It involves presenting different design variations to different users. Since the variations are demonstrated as live and functional sites, UX researchers can study user behavior in real-time. User research consultants can closely observe user interactions with the designs to record usability metrics.
Google engineers became one of the first teams to conduct A/B testing back in the year 2000. The motive of running the test was to determine the optimum number of results on its search result page.
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