UXDI Professional Diploma in UX Design 2025 – 400 Free Practice Questions to Pass the Exam

A/B testing is a method primarily used in UX design and marketing to compare two different versions of a webpage, app, or any other content to determine which one performs better. In this method, users are randomly assigned to one of the two versions (Version A and Version B) to experience, and their interactions are tracked and analyzed. The performance is measured based on predefined metrics such as conversion rates, click-through rates, or user engagement. This data-driven approach allows designers and marketers to make informed decisions based on actual user behavior rather than assumptions or opinions.

The effectiveness of A/B testing lies in its ability to provide clear, quantitative results, making it easier to understand user preferences and improve design choices based on direct feedback from real users. This is crucial for optimizing user experience and achieving business goals.

In contrast, heuristic evaluation focuses on identifying usability problems in a user interface, triangulation is a method used to validate data by combining different data sources, and competitive benchmarking involves comparing your product to competitors but does not directly measure performance between two options in the same way A/B testing does.