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A/B Testing: How to Use it to Improve Product Design

Designers sometimes face the challenge of choosing between multiple potential solutions when unsure which will best serve users. Users will not always benefit from the latest design trends and best practices. However, A/B testing is a valuable method for assisting in making the best decision as well as increasing user experience, usability, and retention.

A/B testing for product design
How to use A/B testing to improve product design

What is A/B Testing in Product Design?

A/B testing is also known as split testing. It is a helpful tool that can be utilized to create better product designs. Harvard Business School defines A/B testing as comparing two versions of something to see which performs better. It implies that in A/B testing, users are randomly assigned to view two or more variations of a page or screen. Statistical analysis is then utilized to discover which variant performs best for a specific conversion objective.


The A/B test removes the guesswork and allows for well-informed and data-driven decisions. The impact of the test can be estimated, and a test with a positive result can be chosen to be launched to users. A/B testing can be used for almost any design decision. You can experiment with headlines, sub-headlines, calls to action, design and layout, images, and colors.


Of course, the fact that you can test everything does not imply that you should. Concentrating on design decisions that provide the most value to your users is essential. The goal is to determine which variation yields the desired result.

Features to A/B test
Features to A/B test

Why the Need for A/B Testing for Product design?

A/B testing has shown to be an effective practice for making more certain and data-driven decisions. It helps you measure the success of your usability testing.


It increases the possibility that visitors will sign up, convert, and purchase on a website. Testing is the only way to determine whether features have a tangible impact on product development. A/B testing enables your website or app to reach its full potential. You can learn more about the components and functions that enhance the user experience by using A/B testing.


AB testing can also help you convert more existing traffic, fix visitor pain points, enhance the site or app ROI, lower cost-per-acquisition (CPA), redesign your site or app, reduce bounce rate, and answer product questions with verifiable data. This test allows your product, website, or app to function and perform at its best.

Setting up A/B Testing

The purpose of setting up an AB test is to determine how well a modification or development to be executed will positively impact the business metrics.


An A/B test could be as simple as testing a different flow. To conduct A/B testing, you can follow these steps:


Step 1: Research and use analytics data to identify areas for improvement

Before establishing an A/B testing plan, a comprehensive study of how the website currently functions is required. This includes gathering data on how many people visit the site, which pages get the most traffic, the various conversion goals of different sites, and so on. You can use quantitative website analytics tools, such as Google Analytics. Your analytics can provide helpful information about where to begin optimizing.


If you want to improve the conversion rate of your app or website, it is best to start with heavily trafficked areas because they will help you obtain relevant data faster. In other words, providing actionable observations helps prepare for the next phase in the process.


Step 2: Define conversion goals and hypothesize on how to improve them

You must evaluate and interpret the information or data you have obtained. Maximize all collected data by examining it, making careful observations about it, and then using websites and user insights to generate hypotheses backed by the data.


Step 3: Create design variations

Based on your hypothesis, you may develop a variation to conduct an A/B test against the existing version (control). A variation is a modified version of your current version that you want to test. You can compare changes to the control to find which performs best. Begin with the most important concepts and make the necessary changes to a part of your app or website.


Step 4: Run Test/ Experiment

Launch the test and wait for statistically meaningful results until the stipulated time has passed. Whatever approach you select, remember that the final findings will depend on your testing strategy and statistical accuracy.

Run A/B test
Run A/B test

In other words, it enables users in the real world to interact with your design variations and monitor their progress. Run your test, then monitor user participation. Visitors will be assigned randomly to either the control or variation groups depending on the distribution and proportions of traffic you identified. Their interactions with each experience could be counted, tallied, and compared to determine how each performs.

5. Analyze the result

The analysis of the findings is crucial. When the test is done, analyze the results by considering metrics such as percentage growth, confidence level, and direct and indirect impact on other metrics.


By analyzing the findings after the test, you should determine whether changing the experience had a positive, negative, or no impact on user behavior using the A/B testing tool. Therefore, continuous data gathering and analysis are required for A/B testing.

Setting up A/B Testing
Setting up A/B Testing

The goal of an A/B test is more than just to compare the performance of two product variations. Instead, it determines how a particular concept will ultimately perform with your entire audience.


This concept could be anything, including your product messaging, a landing page, a logo, a color scheme, an in-app feature update, or the entire user interface (UI). The goal might be to increase user engagement, boost conversion rates, or improve user retention.

Reading results
Reading results

How to Use A/B Testing for Better Product Design

For product design teams, A/B testing is particularly helpful since it enables them to understand why specific elements of their experiences have an impact on user behavior. With this information, teams can make data-driven design decisions and be more detailed in stakeholder discussions.


Let's take a look at some metrics-informed strategies that will serve as an aid to your product design process.


Optimizing your product by measuring and removing no longer-needed features. Since it is uncertain how frequently certain features are used and how this affects users' general behavior, especially among new users, it can be challenging to remove them.


However, running an A/B test to disable the feature is an excellent way to find out how many people are aware of it, how many people are added to the experiment compared to your active users during the test period, what metrics will be affected when the feature is disabled, and whether it is possible to make up for poor metrics by adding another element to the new design.


The key idea is that the A/B serves as a tool to achieve your design goal, which in this case is to simplify the user experience. In this instance, the objective is to choose the better design with the best features.


Choose the best level of prominence when designing. In this regard, A/B testing can be very useful because it allows you to test different levels of importance and see where they help contribute. It appears to be a trial to see how visible things like "Subscribe to the Pro version" should be. Keep some things as subtle as possible when designing a great user experience while ensuring users can use them efficiently.


Maximizing user feedback on your product informs the development of your roadmap. This helps you determine whether you are creating the right product.


Improving the user experience across all product divisions by testing APIs, microservices, clusters, and architectural layouts to increase performance and dependability across mobile devices, apps, IoT, and conversational interfaces.


By experimenting with pricing and sorting algorithms, designers can ensure that users receive the most relevant and essential content. Also, optimizing search results, promotions, and other algorithms is good.


Forms of A/B Testing

Different examples or forms of A/B testing largely depends on the purpose of the test. Some of these tests include:

Forms of A/B Testing

Features to test

​SaaS user A/B test

Landing pages, remainder emails

A/B test for publishing

Call to Action for sign-up, comments, copy

E-Commerce A/B test

Product descriptions, pricing/price lists, images, contact rates, flows.

A/B test for privacy protection

Form conversions

Types of A/B Testing tools

Some of the best tools for A/B testing include:

  • Omniconvert: is a CRO tool with specialized A/B testing features, advanced segmentation, exit-intent overlays, and API access. It is an all-inclusive optimization tool. Omniconvert enables you to conduct unlimited tests with specialized features to observe how your users utilize your product.

  • Mutiny: Mutiny allows you to target specific audiences on your website and then run A/B tests with each of those audiences concerning the defined conversion goals. It is an AI web personalization tool.

  • VWO: is a tool for A/B testing and conversion rate optimization. It has powerful integrations that allow you to push data into external tools to connect platforms and speed up processes.

  • Statsig: is a tool with an intuitive user interface. With the help of this platform for product observability, you can assess the effects of your growth experiments and product features much more quickly.

  • A/B smartly: is a platform for debugging results. It is compatible with apps, web, client-side, and server-side code and constantly adds advanced features such as sequential testing and multi-stage triggering.

Final Thoughts

A/B testing enables you to make data-driven decisions and give you more confidence in your product and feature development decisions.


Developing a hypothesis, defining success metrics, creating a prototype, conducting the test, and analyzing the results are all part of the A/B testing process.


At BUX UI/UX design solution, we make sure that the client's design evolves and adapts to the most recent user needs and preferences to provide the best possible user experience for our clients and their customers.


Speak with one of our consultants and get started with your projects.


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