A/B Comparison Testing
What We Test
A/B testing allows the testing of two different approaches to a design or usability problem on a website. In this experimental model, two different versions of a web page are created, each with a different approach to content layout, design of graphics and buttons, etc. The first visitor to a given page is served Version A; the next visitor, Version B. In an iterative change environment, Version A is usually the original version of a web page on the site, and serves as a control to measure the effective of the proposed changes in Version B.
This Tests Targets
Improvements to site architecture and design that influence user behavior and completion of site goals.
What do we gain by testing? What’s the ROI?
- Provides us with data that keeps us from making detrimental site changes that reduce patient appointments, student enrollment, event attendance, etc.