Find another gear with A/B testing
Letting users choose how to improve user experience
This article is day 30 of a 31 day series. A mash-up of the Inktober 2022 prompt list and UX terminology. Read more about the challenge here.
Day 30 | Inktober prompt: Gear | UX Term: A/B Testing
I always wanted to be a gearhead
I think one of my favorite things is when people talk about “finding another gear”. You know, when you’re digging deep. I just love that. You don’t do that for just anything. It has to be pretty special to warrant that extra effort and enthusiasm. It also hints at going beyond current understanding and reaching new heights.
This is very similar to how I feel about the exploration of user experience. It’s using the tools of the trade to take something that may be functional and complete, and making it not just better, but damn better. One great way to accomplish these improvements, and we just love our improvements, is with A/B testing. Yes friends, another way to let users tell us what’s best.
What is A/B testing?
A/B testing, also called split testing, is a method of determining performance in a quantifiable manner. The type of performance can vary depending on your focus. You might look to test two different landing pages, or two different button labels. You can be just about as broad or focused as you’d like, though it’s usually best to land somewhere in the middle.
To conduct A/B testing you need an “A” and a “B” which as you might have already guessed, are two versions of the same thing, with slight differences. So, not like B1 and B2 from Bananas in [Pyjamas].
If you’re not familiar with this children’s show that is no longer airing, let me share what I know. There are two bananas, in pajamas, and they’re coming down the stairs, in pairs, and the only visible difference is that one has “B1” on their collar and one has “B2”. So yeah, if you want to know which number people prefer, great, have at it, but if you want to determine preference on a different level, a level that improves their user experience, maybe dig a little deeper, you know, find that other gear.
Two B’s or not two B’s. That is the question. And the answer is find an “A” and a “B”, and quit it with this two B’s nonsense.
Once we’ve settled on our two versions, we then present each randomly to users as part of the testing process, and determine which performs better. Performance can mean a lot of different things, from capturing preference, to increasing success rate.
Why is it important to UX?
While A/B testing is most commonly linked to marketing efforts, the user experience applications are not to be ignored. Since we ultimately want to see an improved user experience, the only minimum requirement should be the ability to observe and analyze users interacting with the product. In keeping with our efforts to continue to improve the user experience, even after the product has launched, A/B testing can go a long way in helping to to further refine interaction points. We can iterate to our hearts content once we have the data to back it up.
Takeaway
A/B testing is a powerful tool that can allow you to continuously improve your product over time. The biggest investment is the time it takes to setup and observe. Not too shabby. Develop a habit of regularly testing and implementing changes. With no changes being too major at once, users can continue their interaction uninterrupted, but continue to see the benefits. So gear up and get to testing!
