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> A/B testing Despite popular belief, A/B testing doesn't actually work for usability testing. So successful A/B testing usually means bad usability practices.
by zzzcpan 7y ago
> A/B testing
Despite popular belief, A/B testing doesn't actually work for usability testing. So successful A/B testing usually means bad usability practices.
- acoard 7y agoCan you provide some evidence or reading on this? I understand A/B typically measures _conversions_, but couldn't you have quantifiable proxies for usability? For example, things like form abandonment and time-to-complete a task. To be clear, I'm not contesting the value of usability tests involving watching actual users. Our UX team does this with every release and it's invaluable. But I would think data from A/B testing would only help inform our decisions.