What does A/B testing involve?

A/B testing specifically focuses on comparing two different versions of a webpage, app, or any digital product to evaluate which one performs better based on predefined metrics, such as click-through rates, conversion rates, or user engagement. This method enables designers and product managers to make data-driven decisions by showing real user behavior and preferences.

By dividing users into two groups, each group is exposed to one of the variations. The performance of each version is analyzed quantitatively, which helps identify which layout, content, or design elements resonate more with users. This evidence is crucial for optimizing user experiences and increasing the effectiveness of digital products.

Other methods mentioned, such as creating alternatives for product designs or gathering user satisfaction through surveys, do not directly compare user interactions with live versions, and developing designs based on demographics does not entail the experimental approach that A/B testing embodies. Therefore, A/B testing stands out as a specific and empirical method for optimizing user experiences through direct comparison of performance metrics.