How To Improve UX Design Through A/B Testing

Inkbot Design
7 min readNov 15, 2019

How to Improve UX Design Through A/B Testing

The better you make your user experience (UX), the better your app will be received.

You could rely on user feedback solely, but integrating their feedback into two options of the graphical user interface (GUI) and A/B testing offers a better opportunity.

Your app or website determines your sales conversions through your funnel, and it needs a positively received UX and UI design.

Rather than wireframing your creation and just building it, wireframe multiple options, then A/B test them.

Whichever UI design provides a better UX, you use. You A/B test one element at a time of subtle differences between the pieces that comprise the UI and relate

to the UX on all five planes:

  • surface plane,
  • skeleton plane,
  • structure plane,
  • scope plane,
  • strategy plane.

Similarly, you can test web copy and content this way to learn which message sells better.

Both examples represent the concept of website A/B testing and mobile A/B testing, both of which refers to the comparison of two subtly different designs of a website or computer application.

Typically, the two designs exhibit a single, subtle difference, such as different background colours or button colours.

You’d use A/B testing to determine if orange and brown or blue and white resounded better as website or app theme colours.

Another example is if round or square buttons appeal to users. The “A” design would use all-round buttons, but the “B” design would use all square buttons. You use in your final design the buttons test users clicked on more often.

You might A/B test two menus — one across the top of the design, one down the right side. In each case of the A/B test, the difference is quite subtle and small.



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