What is A/B Test ?

What is A/B Testing?

A/B testing is a research method used to compare two versions of a design, image, interface or piece of content to understand which one performs better with your target audience. Participants are shown both versions and asked to indicate their preference. Their responses, combined with behavioural data such as where they looked and how they felt, give you a clear picture of which version resonates more.

It gives you direct evidence from real users on which version performs better, making it easier to make informed design decisions. 

HOW IT WORKS

An A/B test presents participants with two versions of the same design element, where only one variable is changed between the two. This could be a layout, a colour scheme, a call to action button, a headline or a product image. By keeping everything else the same and changing only one element, you can isolate the impact of that specific change on participant behaviour and preference.

Version A: A login screen with a Sign In button and Email and Password fields

Version B: A login screen with a Continue with Google button as the primary action

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Participants view both versions and select which one they prefer.

Behavioural data shows which version they looked at longer and how they emotionally responded.

When to Perform A/B Testing 

Conduct an A/B test when you need to choose between two versions of a design before committing to development or launch. Common scenarios include:

• You have redesigned a button, layout or visual element and want to know whether the new version performs better than the existing one
• You are deciding between two homepage or landing page designs and need participant evidence before investing in development
• You want to test whether a new packaging or ad creative outperforms the current version before a campaign or product launch
• You are testing two versions of a call to action and need to understand which one drives stronger attention and positive response
• You need to present a design recommendation to stakeholders and want data from real participants to support the decision 

USE CASES

UI and screen design

A product team has two versions of a login screen and wants to understand which layout participants find clearer and more intuitive. An A/B test shows both versions and captures preference, attention and emotional response.

Landing page design

A marketing team wants to test two versions of a landing page hero section, one with a product image and one with a lifestyle image, to understand which drives stronger positive response and recall. 

Call to action testing

A team wants to test two versions of a call to action button, different in colour, size or label, to understand which one draws more attention and generates a stronger positive reaction. 

Packaging design

An FMCG brand has two packaging options for a new product and wants to understand which one participants find more appealing and memorable before committing to production. 

Ad creative testing

A brand wants to test two versions of a digital ad before launching a campaign. An A/B test captures which version generates more positive emotion and attention across the key elements of the ad.