User experience optimisation
23 Mar 2021
Web designers constantly face the ongoing challenge of creating engaging and user-friendly interfaces. But how do they ensure their designs meet — nay, exceed — user expectations? Enter A/B testing, UX design’s game-changing tool for making data-driven decisions that enhance overall user experience. Also known as split testing, A/B testing is a looking glass into the minds of users. It allows designers to discover user preferences and use that data to elevate user experience with a digital interface.
Not sure which direction to go with designing your UX? A/B testing can be the answer to your indecision. Read our guide on A/B testing and learn how to optimise UX design and get better responses from your target audience.
A/B testing for UX improvement encompasses an array of design elements that create more user-centric experiences. The variations you test can include changes in colour schemes, button placements, call-to-action text, font styles, image selections and even the overall layout of the page. The ultimate goal is to optimise these elements until they are more aligned with user preferences and expectations.
What A/B testing is in UX is not nearly as important as how to effectively carry out these tests. To help you understand it better, we’ve put together a step-by-step guide to the process involved in A/B testing for UX design, from setting up the testing environment to collecting data.
The foundation of any successful A/B test is a clear set of objectives. What do you aim to accomplish with your UX design changes? It can be anything from boosting conversion rates on your e-commerce platform to reducing the bounce rate on your blog by 10 per cent. Be as specific as possible so you can accurately measure the changes and determine their success.
After defining your goals, develop design variations that you’ll use in A/B testing for UX improvements. These will be the ‘A’ and ‘B’ versions, each focusing on one specific aspect of your design. For instance, you might create two versions of your landing page, which leads users to your weekly newsletter. Version A features a prominent ‘Subscribe Now’ button at the top, while Version B places it lower on the page.
To conduct A/B testing for UX design, you need reliable A/B testing software. It’s a tool that empowers you to design experiments and impartially present variations to your users, ensuring a level playing field for your tests. It creates an environment where you can gather data that accurately reflects real-world user interactions on your live webpage.
Choose the right audience for your UX A/B testing to represent your users. Segment your participants based on relevant criteria, such as location, device type or previous user behaviour. Let’s say your subscribers predominantly come from mobile devices. It’s crucial to target mobile users for your A/B test to accurately reflect your main user base.
Deploy your A/B test on the platform of your choosing and monitor the results. Run them for a sufficient period to gather statistically significant data, which may vary depending on your objectives and web traffic. For example, run the test long enough to account for different times of the day, days of the week and other variables that might affect user behaviour.
Once the UX A/B testing is done, it’s time to crunch the numbers. Look for differences in user behaviour, engagement or conversion rates between the two variations. Statistical analysis tools can help you determine the significance of these differences. Following our example from Step 2, you may find that Version A of the landing page generated a 10% higher click-through rate than Version B. This data then says a more prominent ‘Subscribe Now’ is more likely to convert to subscriptions to your newsletter.
Based on the test results, decide which design variation is more effective in achieving your goals. If Version A garnered a significantly higher click-through rate, for example, it would be a miss not to implement those changes.
A/B testing in UX design is a powerful tool that allows you to fine-tune your design elements. The reason it’s so effective is that it’s based on real user data. It’s not a shot in the dark but a methodical, data-driven approach to determining how to improve user satisfaction and engagement.
Don’t have the expertise or the tools to perform your own A/B testing? Don’t worry — we’ve got you covered. At Rysen, we have seasoned professionals in the world of UX design. And, having worked with a diverse range of businesses, we know how to make data-driven decisions that work for your brand. Trust us to perform A/B testing for designing a UX that resonates with your audience! Contact us for more information on our services today!