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Mis à jour le 29/09/2020

Compare options through A/B testing

When working on any product don't be surprised to be surprised. The biggest issues in building a successful product arise when teams are not willing to look to users and conduct tests to find out what is and is not working. Designing something to work a certain way does not necessarily mean users will use it as it was originally intended.

A/B testing involves comparing two versions (version A and version B). A/B testing most often occurs with homepages or landing pages, and newsletters. Once the designer creates two options for a layout, they are are split between two different audiences, comprised of actual users. In order to be effective A/B testing needs to be tested against a large enough sample size. Once the pages have been live for a designated test period, you'll examine the analytics to determine which one performed better.

Non-profit digital agency WholeWhaleexplains A/B testing  with real world examples. [9:31 minutes]

In order to implement most A/B tests you'll need the help of developers in order to implement the code to run the test. Two tools to help you run the tests are:

Newsletters are a good place to start because to create them you don't need to know any code. Email platforms such as MailChimp making it conducive to A/B testing. When A/B testing you only want to test or change ONE factor at a time. For newsletters, here are some different aspects you could test:

  • subject line

  • name in the "from" field

  • preview text

  • customizing the message with the senders name

  • content or message of the mailing

  • time or day sent

As with all research you want to be clear on what you're testing. You'll also want to consider other external factors like if it's a holiday weekend, as that may affect open rates. Whole Whale wrote a post on A/B testing with MailChimp with additional considerations

A/B tests tend to result in clear winners, where one design performed better than the other. This is when the numbers and quantitative data come in handy.

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