How can you use A/B testing to improve content legibility?

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Content legibility is a crucial aspect of user experience (UX) design, as it affects how easily and quickly users can read and understand your text. Poor legibility can lead to frustration, confusion, and lower engagement. A/B testing is a method of comparing two versions of a web page or app to see which one performs better on a specific goal, such as clicks, conversions, or retention. You can use A/B testing to improve content legibility by experimenting with different factors that influence readability, such as font size, color, contrast, spacing, alignment, and hierarchy. In this article, you will learn how to plan, execute, and analyze A/B tests for content legibility, and how to apply the insights to your UX design process.

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Ivan Agustinus

wondr by BNI | Digital Product - Human Centered Design
Pratham Rasal

Top UX Voice @LinkedIn, 4X OutSystems, SDE at @Persistent Systems, UX Design Freelancer
Abhishek Shah

UX Designer

1 Define your goal

Before you start any A/B test, you need to have a clear and measurable goal that aligns with your business objectives and user needs. For example, you might want to increase the time spent on a page, reduce the bounce rate, or boost the sign-up rate. You also need to define how you will measure the success of your test, such as using metrics like page views, sessions, conversions, or satisfaction scores. Having a well-defined goal will help you focus your test on the most relevant aspects of content legibility and avoid wasting time and resources on irrelevant or insignificant changes.

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Ivan Agustinus

wondr by BNI | Digital Product - Human Centered Design
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The goal of A/B testing for content legibility is to compare different formats (fonts, sizes, spacing, colors) to find the most readable one. It aims to improve user experience by enhancing readability, ensuring content is easily understandable and engaging for a broader audience. The results inform design decisions to create more user-friendly content.

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Abhishek Shah

UX Designer
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Start by establishing a clear goal for improving content legibility. It could be increasing the average time spent on a page, reducing bounce rates, or enhancing user comprehension. For example, if you run a blog, your goal might be to increase reader engagement by making the content more readable.

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Shaista Aben e Azar

Software Engineering | User Experience Designer | Graphics Designer @softdesk
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To improve content legibility through A/B testing, compare two versions of your content with different fonts, sizes, or layouts and measure user preferences to determine which one is more readable and user-friendly, then go for the preferred version of it.

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2 Choose your variables

Once you have your goal, you need to decide what variables you want to test to improve content legibility. Variables are the elements that you change between the two versions of your web page or app, such as font size, color, contrast, spacing, alignment, or hierarchy. You should choose variables that have a direct impact on readability and that are easy to manipulate and measure. For example, you might want to test whether a larger font size or a darker background color improves the legibility of your headlines. You should also limit the number of variables you test at a time, preferably to one or two, to avoid confounding effects and isolate the cause of any difference in performance.

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Pratham Rasal

Top UX Voice @LinkedIn, 4X OutSystems, SDE at @Persistent Systems, UX Design Freelancer
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Content legibility is all about making sure the words on a page or screen are easy to read In my opinion to get effective results choose a combination of variables like : 1. Test different font sizes and types to find the most readable option. 2. Experiment with contrast ratios between text and background to see if they influence legibility, especially for headlines. 3. Test variations to find the optimal balance between text density and white space. 4. Test how color variations impact legibility, especially for important information. 5. Experiment with different ways of organizing content to enhance overall legibility. 6. Test how responsive design elements impact content legibility on both small and large screens.

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Ivan Agustinus

wondr by BNI | Digital Product - Human Centered Design
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-Font Styles: Test different font types (e.g., serif, sans-serif) to evaluate readability. -Font Sizes: Compare various font sizes to determine the optimal size for legibility. -Spacing: Test line spacing and paragraph margins to improve readability. -Color Contrast: Experiment with different color contrasts for text and background to enhance readability, especially for users with visual impairments. Text Formatting: Test variations in bold, italics, or underlined text to emphasize without sacrificing readability. -Paragraph Length: Compare different paragraph lengths to see their impact on comprehension. Testing these variables allows for understanding how each affects content legibility, providing insights to optimize and user experience

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Abhishek Shah

UX Designer
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Identify the specific elements you want to test to improve legibility. This could include font size, font type, line spacing, or contrast. Let's say you're optimizing an e-commerce site, and you want to test different font sizes on your product descriptions to see which one leads to better readability.

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3 Create your variations

After you have selected your variables, you need to create your variations, which are the two versions of your web page or app that you will compare in your A/B test. One variation should be your control, which is the current or original version, and the other should be your treatment, which is the modified version with the changes you want to test. You should make sure that your variations are identical in every aspect except for the variables you are testing, and that they are consistent with your brand identity and style guidelines. You can use tools like Google Optimize, Optimizely, or VWO to create and run your variations.

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Abhishek Shah

UX Designer
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Generate different versions (A and B) with variations in the chosen elements. Personal Experience: In a previous project, we experimented with the contrast of text against the background. Version A had standard contrast, while in Version B, we increased the contrast. We hypothesized that improved contrast would enhance legibility and user experience.

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4 Run your test

To run your A/B test, you need to split your traffic evenly between your variations and expose them to your target audience for a certain period of time. You should aim for a large and representative sample size that can give you statistically significant results and reduce the margin of error. You should also run your test for long enough to account for any seasonal or external factors that might affect user behavior, such as holidays, events, or news. Depending on your goal, traffic, and variables, your test might take from a few days to a few weeks to complete.

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Abhishek Shah

UX Designer
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Implement your variations on your website and randomly present them to users. Ensure your sample size is statistically significant for reliable results. Personal Experience: During our text contrast A/B test, we utilized a tool that allowed us to split traffic evenly between the two versions. This ensured a fair comparison and reduced biases in the results.

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5 Analyze your results

Once your test is over, you need to analyze your results and see which variation performed better on your goal and metrics. You should use tools like Google Analytics, Mixpanel, or Hotjar to collect and visualize your data and calculate the statistical significance of your test. You should also look for any patterns, trends, or anomalies in your data that might reveal insights about user preferences, behaviors, or pain points. You should compare your results with your hypotheses and assumptions and see if they confirm or contradict them.

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Abhishek Shah

UX Designer
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Evaluate key metrics related to your legibility goal, such as user engagement or time spent on the page. Use statistical analysis to determine which variation performed better. Personal Experience: We employed analytics tools to track user behavior, focusing on metrics like bounce rates and average time on page. The data revealed a significant improvement in engagement for Version B with increased text contrast.

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6 Apply your insights

The final step of your A/B test is to apply your insights and learnings to your UX design process. You should use the data and feedback from your test to inform your decisions and actions, such as implementing the winning variation, making further changes, or running more tests. You should also document and communicate your findings and recommendations to your team, stakeholders, and clients, and explain how they can improve content legibility and user experience. You should also keep testing and iterating on your content and design, as user needs and expectations might change over time.

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Abhishek Shah

UX Designer
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Implement the findings from your A/B test to enhance content legibility across your platform. Make permanent changes based on the variation that demonstrated better results. Personal Experience: Following the successful A/B test on text contrast, we updated the website to feature the higher contrast text. This resulted in a sustained improvement in user engagement and readability.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use A/B testing to improve content legibility?

1

2

3

4

5

6

7

1 Define your goal

2 Choose your variables

3 Create your variations

4 Run your test

5 Analyze your results

6 Apply your insights

7 Here’s what else to consider

User Experience

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How can you use A/B testing to improve content legibility?

1

2

3

4

5

6

7

1 Define your goal

2 Choose your variables

3 Create your variations

4 Run your test

5 Analyze your results

6 Apply your insights

7 Here’s what else to consider

User Experience

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