a/b testing Articles & Videos

  • A/B Testing 101

    A/B tests incrementally improve the user experience of a product while effectively reaching business goals.

  • Multivariate vs. A/B Testing: Incremental vs. Radical Changes

    Radical redesigns are best tested using an A/B experiment, while multivariate tests indicate how various UI elements interact with each other and support incremental improvements to a design.

  • Usability Testing of Icons

    To ensure that people understand the meaning and purpose of icons, conduct multiple types of tests at various stages of the product-development cycle.

  • Define Stronger A/B Test Variations Through UX Research

    Complement A/B split tests with user research to identify true causes and develop well informed design variations.

  • A/B Testing, Usability Engineering, Radical Innovation: What Pays Best?

    3 approaches to better design: each has its uses, but the costs, benefits, and risks differ dramatically.

  • Quantitative Studies: How Many Users to Test?

    When collecting usability metrics, testing with 20 users typically offers a reasonably tight confidence interval.

  • Putting A/B Testing in Its Place

    Measuring the live impact of design changes on key business metrics is valuable, but often creates a focus on short-term improvements. This near-term view neglects bigger issues that only qualitative studies can find.

  • First Rule of Usability? Don't Listen to Users

    For good UX, pay attention to what users do, not what they say. Self-reported claims are unreliable, as are user speculations about future behavior.