We all run into design-related questions when creating a web page. Questions like “Should this button be red or green?” or “What would the most effective headline for this paragraph be?”. While these decisions may have a dramatic impact on the overall effectiveness of a website, they are often the product of subjective judgement calls by an individual, or worse, a committee.
What if, instead, we could approach such design decisions scientifically? A/B testing makes this possible by treating a web page design instance as an “experiment” where multiple variations of a webpage are randomly presented to page visitors; data . . . [more]