What is the main purpose of A/B testing in UX design?

The main purpose of A/B testing in UX design is to compare two versions of a product for performance. This method allows designers and researchers to analyze how users interact with different variations of a product, such as a webpage or an app feature, to determine which version leads to better user engagement, conversion rates, or overall satisfaction.

Through controlled experiments, A/B testing helps identify the effectiveness of design changes by measuring user reactions and behaviors. By only altering one variable at a time—such as layout, call-to-action buttons, or even text—designers can isolate the effects of that change and gather data that aids in making informed design decisions.

This approach is integral to UX design because it centers on real user data, ensuring that design choices are evidence-based rather than based solely on assumptions or preferences. By systematically testing and comparing different versions, teams can iterate more effectively and create a better user experience that meets the needs and expectations of their target audience.