The following is a post from the APG Team’s summer 2020 intern, Jaad Mohammed.
Once we have created a data-driven personas using the persona creation process, we can then test to determine which of these personas give us better results. We can analyze these results and decide which of our personas should be given more importance while making decisions for design, product improvement, online advertising, design use cases, etc. This is where A/B test comes in handy.
What is A/B testing?
In simple terms. A/B testing is comparing the results of two plans, courses of action, ads, interfaces, or whatever. A/B testing is a user experience research methodology generally used by e-commerce companies to increase their open click rates/site traffic by conducting experiments and making changes based on the outcome of the test.