Experimentation: A/B Testing
TL;DR
Experimental methodology for comparing design versions through controlled testing and rapid validation of specific changes.
Detailed description
A/B Testing is a versatile experimental methodology that compares two or more versions of a design to determine which generates better results, applicable at any stage of the product lifecycle. This technique is especially valuable for rapid validation of specific, well-defined changes, enabling data-driven decisions that eliminate personal biases and validate hypotheses in a statistically significant manner. Unlike other methods requiring extensive research, A/B Testing provides immediate feedback on the real impact of specific changes. Research demonstrates its effectiveness for both continuous optimization and validation of new features (Optimizely; Nielsen Norman Group). It is fundamental for teams that need to rapidly validate hypotheses and make informed decisions at any point in product development.
Main objective
Compare design versions to optimize specific metrics and validate products before launch.
When to use it
At any point in the product lifecycle to validate specific, well-defined changes. Especially useful for rapid validation.
Effort level
Medium to HighRecommended number of users
A/B: Hundreds or thousands. Alpha: Dozens. Beta: Hundreds.Advantages
Disadvantages
When to use
Metrics
Practical example
Quickly validate whether a new CTA button increases conversions, or if changing an element's color improves interaction, even with moderate traffic.