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A/B Testing for Beginners – Definition & Tips for Mastering It

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UX A/B Testing – Tips For Accurate Results & Conversion Optimization

Let’s understand the importance, process and essential tools of UX A/B testing.

A UX designer needs to build a user-friendly product that can fulfil audience requirements. From fonts to CTA, every element needs to be able to convert the audience to your design. There are many elements which help make a UX product valuable and accessible. So if you have finalised your digital product, how would you know whether it meets the requirements or not? AB testing helps you in this. In this blog, we’ll discuss AB testing and its benefits that UX designers.

AB Testing Facts

  • Around 77% of companies are using the A/B test on their business website.
  • Only 7% of companies find difficulty in using A/B tests.
  • It’s expected that by 2025, the AB testing software market would reach $1.08 Bn.
  • Around 60% of companies are using landing page A/B testing.
  • AB testing in the right manner for eCommerce can lead to up to 60% revenue.

What is A/B Testing?

A/B test or split testing is a basic test for UX designers where users have displayed the design’s two variants randomly such as the website’s background image; CTA on a homepage, font size and much more that helps the website perform better. The best variant designer can keep and alternate they can discard. Being the UX designer, you can test anything through AB testing like text, buttons, phrasing, CTA and more.


conversion optimization

Importance of A/B Testing in UX

A/B testing helps decide the designs based on the feedback data instead of any casual opinion. Users can participate in this design to make the right decision. It helps to learn that just small changes can affect your audience’s behaviour towards your product and what would be the best approach to apply. If you apply A/B testing on different parts of your product, then you’ll automatically see there is an improvement in the user experience which increases the conversion rate.

Also, the better UX is, users will stay on your application or website and the chances of revisiting also increase. However, a bad UX can affect the opposite. Hence, A/B tests are important in UX research after you try to decide for your live product what’s suitable and what’s not suitable for your audience.

Importance & Advantages of UX A/B Testing

If you feel it’s difficult to make the final decision for your digital product to choose the best UX design variants, then UX A/B Testing will help you get accurate results. Avoid guessing the results and go with A/B testing. Here are some benefits of AB testing that a UX designer should know.

  • Provides quantitative data about the product design
  • Know what UI elements and copy are efficient
  • Optimises conversion rates
  • Helps in making an effective, informative, user-focused decision
  • Prevent repeating the design process
  • Enhance the user experience
  • Measurable analytics of the design

Best A/B Testing Tools

For testing the UX design, AB testing tools are used before you make any viable decision. These tools make the testing process easy for designers. Here are some popular tools that you can use for your website.

  • Google Optimize

    Being the part of Google Marketing Platform, Google Optimize is the set of tools that helps you enhance your website. It provides personalised experiences for your targeted audience and recommends the suitable option for your design.

  • Unbounce

    If you don’t know much about coding then, Unbounce is the perfect, easy-to-use and faster tool for you. It helps you build and publishes landing pages. It helps get traffic and increases the conversion rate.

  • Freshmarketer

    This tool is powerful that identifying problem areas in your design and starting the A/B testing to meet the audience requirements. Freshmarketer allows testing, targeting audiences and validating the experiments.

  • Google Analytics

    Google Analytics is a popular tool to create website digital marketing reports which are based in real-time. You can easily analyse and evaluate the interaction behaviour of users with our digital product. Also, you’ll know which part of your UX design needs improvement for a better user experience.

  • Adobe Target

    Adobe Target provides AI-powered testing where you’ll know your users’ preferences such as messages, actions and offers. It provides automation and personalisation for your UX design to give your customers what they wish.

  • Visual Website Optimizer

    If you are a newbie, then Visual Website Optimizer is a good option for you. When you don’t have enough knowledge of UX AB testing, this tool will help you get accurate results.


How to proceed with UX AB testing or Split Testing?

Here we’ll show how you can conduct the AB test. You can follow below mentioned steps to proceed with the correct UX AB testing.

  • Collect the data –

    The testing needs to collect the data. Evaluate your design to see how users are reacting and providing feedback and measure this data. Using website analytics, you can analyse the areas that need quick optimisation. It could be a background image, home page, landing page, font, colour and more.

  • Define Your Goals –

    Now, you’ve gathered adequate information for your design changes and you know where the optimisation is required. Set your goals for UX AB testing and accurate results. For example, you have set a goal to increase the number of subscribers to your blog, and then you’ll need to work on click-through action buttons and some other aspects so that people would stay longer on your website. It shows that if you have set your goals in your mind, changing anything becomes easier in your product and it leaves a positive impact.

  • Build a Hypothesis –

    Create an assumption that will help to improvise the user experience so that you can easily achieve your goal. To create a workable hypothesis, some research on users’ interaction with your website is important. Also, take feedback from users on their issues, purchasing experience, and if they want something else to experience differently.

    Even though you create a good number of hypotheses, testing can be done on one hypothesis only. For example, you can work on one font size for accurate results.

  • Build designs of two versions –

    Now, you’ve understood how people are acting on your product design and how they are interacting and so it’s time to use UX AB testing tools. These tools will help determine the functional data to choose suitable design elements. Make two versions A and B of your design and add different elements to the test. Then, select a variant that you think, would work better in targeting the audience and would increase the conversion rate. These testing variants should be open for users so that they can choose the best version of the design. Make sure to use a tool for dividing these variants.

  • It’s time to Test –

    You have now two versions of your one UX design that you can track how users are interacting with your website or platform. Use AB testing tools to transform your audience’s activity to gather the data and then analyse it before you finally choose an appropriate design. Run the AB test on your design depending on the collected data.

  • Evaluate The Final Results –

    After you complete AB testing, it’s time to optimise and interprets the results. All you have to do is gathering and compare all data that you measure in both A and B versions. Do a careful study on both results and feedback to imply the final results for better audience engagement. Choose an accurate design for a better user experience and discard another version of testing.

split testing
AB testing, split test. Bug Fixing, User Feedback. Homepage landing page template. Vector stock illustration

Tips For Accurate AB Results

AB testing provides accurate results and this is what each designer wants. But for that, you need to consider some important elements.

  • Don’t test both designs at different time

    Minimum variables will provide valid results. Try to test both designs at one time as this will allow the AB test to give the appropriate outcomes. For example, running ads within a long time frame can provide a wrong interpretation as the seasons change the trends too; hence try running the ad in the same month to get an accurate outcome.

  • Limit the test timeline

    If you run a too-short test, you may lose useful data. And with the longer test, something unrelated thing may happen. You can estimate the average users to get the final result and then optimise the exact time frame to start your test.

  • Don’t change the experiment settings in the middle of the AB test

    When you reach the middle of your test, don’t change your goal, experiment settings and the design variation. It will directly affect the results’ integrity and can skew the final result.

  • Define your queries

    Ensure what you want from the AB test. If your queries are more specific, it becomes easy to get the required outcomes. Depending on your questions, you can run the AB test.



In conclusion, we can say that AB testing is a perfect option for businesses to save their budget as this testing remove unnecessary application on your website. As it includes users’ feedback, the test can guarantee more conversions.

We understand that you may need more information before you make any decisions. We are always available for a free discussion and ready to jump on a call. Feel free to contact us, and our expert graphic designers will help you make the right decision for your business. For more useful resources you can browse our blog, and keep an eye on our Medium page (coming soon).


Categories: #UIUX, #Graphic Design