What are effective methods for A/B testing service concepts and features?

1 Define your goal and hypothesis

Before you create your A and B versions, you need to have a clear and measurable goal for your test. What do you want to improve or learn from your test? For example, do you want to increase sign-ups, reduce bounce rate, or enhance user feedback? Then, you need to formulate a hypothesis that explains how changing a certain element of your design will affect your goal. For example, you might hypothesize that adding a testimonial will increase trust and sign-ups.

2 Choose your variable and audience

Next, you need to decide what variable you want to test and who you want to test it with. A variable is the element of your design that you want to change and compare, such as a headline, a color, a layout, or a button. You should only test one variable at a time to isolate its effect on your goal. Then, you need to select your audience, which is the group of users who will see your test. You can use criteria such as location, device, behavior, or segment to target your audience. You should also determine the size and duration of your test to ensure statistical significance.

3 Create and launch your A/B versions

Now, you need to create your A and B versions of your design, service concept, or feature. Your A version is usually your existing or control version, while your B version is your new or experimental version that includes the variable you want to test. You can use tools such as Google Optimize, Optimizely, or VWO to create and launch your A/B versions. These tools will randomly assign your audience to either version and track their behavior and outcomes.