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Can you provide some evidence or reading on this? I understand A/B typically measures _conversions_, but couldn't you have quantifiable proxies for usability? F
by acoard 7y ago
Can 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.