A/B Testing

Teams run design variations against real users so that shipping decisions rest on evidence, not instinct. They split live traffic between the original design, called the control, and one or more variants that usually change a single element such as a button, headline or piece of copy, then compare the versions against pre-agreed business metrics like conversion, click-through and retention. A sound test starts from a hypothesis grounded in user research, tracks guardrail metrics alongside the primary one, and runs until the required sample size is reached, typically at least a week or two. The method suits busy, high-traffic products where small usability gains compound, but it reveals what changed rather than why, so teams combine it with qualitative research to interpret the results.