Is A/B Testing really a UX Research method?


I was putting together workshop materials on UXR and had a brain wave. I’d like to hear thoughts and opinions

Most A/B testing is not UX research. Semantically. It’s more business research. Because it’s about what converts as opposed to what do users understand better, what gives a better experience etc



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I would say yes. With A/B testing you are researching and gathering both quantitative and qualitative data.

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Tricky one. I think these days it tends towards CRO more than UX but ultimately it depends on what you’re testing for. If you’re testing to find the easiest way to achieve something that the user wants to achieve, the ultimate goal is a better UX.

If you’re testing the fastest way to make a sale, then…

Ultimately it’s just a research method. UX shares many of those with other fields.

Great question – I’m glad you’re here. :slight_smile: