How to conduct A/B tests - for beginners

A/B Testing for Beginners – A quick guide

A/B testing, also known as split testing, is a method used in UX product design to compare two versions of a digital product and determine which one performs better. The goal is to improve the user experience and achieve specific objectives, such as increasing conversions, improving engagement, or enhancing user satisfaction.

Here’s a hypothetical example of how A/B testing works in Product design with an example involving Uber. Suppose Uber notices a drop in the number of bookings on their app and comes up with a theory that the color of the "Request a Ride" button may be deterring users. They decide to conduct an A/B test to validate this assumption.

Let’s make this more interesting. You are the Product Designer tasked with this. Here’s how you’ll go about it:

1. Create Two Versions (A and B): First you’ll need to create two versions of the app. Version A (the control group) retains the regular Uber app with the standard black color for the "Request a Ride" button. In Version B (the experimental group), the button color is changed to blue. Other than this alteration, everything else in the app remains the same.

2. Test with Users: The next step is to test with users. On the app some users will randomly be exposed to the black button (Version A) and others to the blue button (Version B). Users are unaware they are part of a test and use the app as usual.

3. Collect Data: You’ll utilize tools to track how many users tap each button. The objective is to determine which color gets more taps. This will help you understand which version is more popular or easier to use.

4. Analyze the Results: Once the data collection period concludes, you’ll analyze the results. If the blue button receives more taps than the black button, it validates the assumption that the button color affects user interaction.

5. Make Improvements: With the understanding that the blue button performed better, you can propose implementing the color change for the entire app to increase user engagement.

6. Repeat and Learn: The process doesn’t end after changes are implemented. You’ll continue testing various features to enhance the app continually. Tests may involve experimenting with message wording or button placement to identify what works best.

In summary, A/B testing involves creating two versions of a product, testing them with users, collecting and analyzing data, implementing improvements based on the results, and repeating the process to iteratively enhance the product.