A/B Testing in product design is a method for comparing two variations of a design or feature to determine which performs better with users.
It’s a foundational experiment technique for making data-informed decisions. Whether testing call-to-action text, layout changes, onboarding flows, or pricing structures, A/B tests provide statistically valid insights on what actually works.
Good A/B testing requires discipline: clearly defined success metrics, proper sample sizes, and controlled variables. But the payoff is huge — fewer opinion-driven decisions, faster iterations, and more confident launches.
As part of a growth or optimization workflow, A/B testing aligns product, design, and data teams toward a shared goal: improving the user experience with evidence, not guesswork.
