As a designer it’s hard to get the user experience design right first time, you never know how users are going to use the site or how big a difference small iterations will make, so it’s important to test the user experience and try out different solutions. That’s where A/B testing comes in.

A/B split testing is a method of comparing a variety of single-variable test samples to determine which changes will improve response rates. A/B testing is used heavily in web marketing and user experience to optimize page design by seeing which design combinations work, and which ones don’t. Using this testing technique, we can experiment with variations of calls to action, color schemes, wording, forms, and layouts to find the optimal configurations that maximize conversions. This is all accomplished by:

• Designing two (or more) versions.
• Randomly show users different versions.
• Track which version performs/converts better.
• Evaluate Use the best version.