• All Methods
    • Strategize
      • 5D Framework
      • Break Down 4
      • Business Model Canvas
      • Competitive Analysis
      • Could, Should, Must
      • Dot Coding
      • Eisenhower Matrix
      • Future Trends
      • Golden Circle
      • HEART Framework
      • How Might We
      • Innovation Board
      • Ishikawa Diagram
      • Knowns and Unknowns Framework
      • KPI Tracking
      • Minimum Viable Product
      • One-Minute-Pitch
      • Stakeholder Map
      • SWOT Analysis
      • User Stories
      • Value Proposition
    • Observe
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Challenge Assumptions
      • Content Audit
      • Contextual Inquiry Plan
      • Emotional Journey Map
      • Empathy Map
      • Field Study
      • Focus Groups
      • Jobs-to-be-done
      • Journey Mapping
      • Mental Models
      • Mobile Diaries
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Product Love Letters
      • Search-Log Analysis
      • Social Media Monitoring
      • Surveys
      • User Interviews
    • Ideate
      • 6-3-5 Brainwriting
      • Bodystorming
      • Brainstorming
      • Card Sorting
      • Collage
      • Crazy Eights
      • Dark Horse Prototyping
      • Mind Mapping
      • Moodboards
      • SCAMPER
      • Service Blueprints
      • Storyboards
      • Walt Disney Method
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Validate
      • A/B Testing
      • Click Dummy
      • Concept Testing Plan
      • Eye Tracking
      • High-Fidelity Prototyping
      • Hypothesis Testing
      • Lessons Learned
      • Low-Fidelity Prototyping
      • Pluralistic Walkthrough
      • Poster Session
      • Remote Usability Test
      • User Testing
      • Wizard of Oz
      • World Café
    • Warm-up
      • 5 Whys
      • Brainstorming
      • Break Down 4
      • Crazy Eights
      • Destroy and Defend
      • Emoji Challenge
      • Hidden Similarities
      • Impromotion
      • Mind Mapping
      • Product Pitch
      • The Aliens Have Landed
      • Touch Blue
      • Two Truths and a Lie
      • Viewpoint Spectrogram
      • What's on your Desk?
  • Workshop Bundles
  • About us
  • Meet the Creators
  • Get Support
  1. UX Strategy Kit
  2. Methods
  3. A/B Testing
advancedvalidate
A/B TestingEvaluate which of two versions of a website, product or software works best for the user.
1 – 5 d10+ Participantssoloreviewusers
+1
Open in FigJam
Summary
If you want to test two or more different expressions (or a part) of a user interface, you can use the A/B Testing method. Some of the users will see version A and some will see version B. After a few users have visited you can evaluate how both versions performed in comparison to each other. There is a variety of tools/resources that help you to carry out the test, as FigPii or trbo.
Step-by-step
  1. Identify your web page's most-traffic-areas. Which functions are particularly popular? Where did User Testing reveal room for improvement?
  2. Create at least two different versions (A, B, C etc.) of one feature, which differ in one or more aspects from each other.
  3. Wait until you got a good amount of impressions (i.e. users have seen it) on all feature variations.
  4. Evaluate the results, e.g. whether one version was used longer or more effectively than the other ones. Then implement the variation that performed best.
  5. If you’re using an A/B Testing software the results will be automatically calculated. This can save time and provide a good overview of all uses.
What you need
  • A/B Testing template
  • Version A of software/website
  • Version B of software/website
  • Maze (optional)
  • playbookux (optional)
  • lookback (optional)
External resources
  • A/B Testing 101
    by NNgroup
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
Explore similar methods
High-Fidelity Prototypingvalidate
5+ Participants
1 – 2 weeks

Create an interactive experience.

User Testingvalidate
5+ Participants
16 – 24 h

Understand how user-friendly your product is.

Crazy Eightsideate
2+ Participants
5 – 15 min

Quick generation of a large number of ideas.

Wizard of Ozvalidate
3+ Participants
50 – 80 min

Test new features.

HEART Frameworkstrategize
1+ Participants
35 – 65 min

Reflect on metrics and signals.

© Merck KGaA, Darmstadt, Germany, 2025.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Categories
  • Strategize
  • Observe
  • Ideate
  • Validate
  • Warm-up
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance