Should the landing page include a hero image? Would a menu bar on the app’s homepage lead to more clicks? Would having a more engaging copy generate more sign-ups?
These are questions routinely asked by UI/UX designers when creating a design. Although UX research and user testing allow for broad insight into aspects such as the user’s ability to navigate through an app or their thoughts on an interface, it can be difficult and costly to constantly test smaller changes when trying to find a solution or after the research has concluded.
This is where AB testing comes into play. The method has been gaining popularity in recent years, as online services and websites become more and more essential to companies. Google and Facebook have also further popularised the methodology, with Google taking it the extra mile by testing over 40 different shades of blue to see which ones people like the most.