RESEARCH METHOD
01 A/B Testing
Use A/B testing to compare two versions of the same design to see which one performs statistically better against a predetermined goal.1
A/B testing is an optimization technique that allows you to compare two different versions of a design to see which one gets you closer to a business objective.2 The tests are run by randomly assigning different people down two paths—the “A” test and the “B” test—until a statistically relevant sample size is reached. At the end of the test, you will be able to determine which design gets you closer to your goals.
Take, for instance, the challenge of increasing the number of people ...
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