Where Does Research Fit into A/B Testing? ft. Els Aerts
Mar 13, 2024
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Exploring the balance between research and A/B testing, emphasizing the significance of understanding your audience and involving stakeholders in optimization efforts. Highlighting the importance of usability testing with older adults and website accessibility for diverse user demographics.
Effective optimization requires a balance of research and A/B testing for continuous improvement.
Understanding the audience demographics is crucial for successful optimization strategies.
Prioritizing research initiatives based on problem statements leads to more effective decision-making.
Deep dives
The mindset of budgeting to enhance product development
Optimizers are advised to treat budgets as if it were their own money, focusing on improving products and customer satisfaction through every test and research endeavor.
Understanding A.B. testing and balancing research efforts
A.B. testing is a vital method of research intertwined with various testing methods like user testing and card sorting. The importance lies in aligning tests with learning objectives, rather than just validating hypotheses, emphasizing a blend of testing and research.
Considerations for resource allocation between research and testing
Resource allocation between research and A.B. testing should be strategic, considering factors like test volume, company maturity, and the balance between research-backed insights and testing. Prioritizing research initiatives based on problem statements and allocating resources wisely is crucial for effective decision-making.
The importance of accessible website design for all demographics
Website designs must prioritize accessibility for all users, including older adults and individuals with disabilities. Factors like legibility, font size, and contrast play a significant role in creating a user-friendly experience for diverse audience segments.
Practical advice for empowering optimization efforts
Approaching website optimization with a broad mindset that includes considerations for varying user demographics and levels of accessibility is essential. While aiming for inclusivity, it is crucial to balance priorities, seek expert guidance, and continuously improve usability to enhance the overall user experience.
In this episode of From A to B, Shiva and Els "Bells" Aerts explore the balance between conducting research and running A/B tests in optimization efforts. Not everything SHOULD be tested, and in fact, research can play a critical role in companies trying to improve on their site optimization when testing isn't available, due to cost, or traffic volume. Finally, they discuss in this weeks "Shit You Need to Know" section... usability testing with older adults, emphasizing the importance of accessibility and consideration for various user demographics in optimization strategies.
(00:00) Episode Start (03:40) The Role of Research in A/B Testing (07:13) The Importance of Understanding Your Audience (12:38) The Role of Stakeholders in Testing (24:23) Shit You Need to Know (Nielsen Norman Group)
Go find Els here: https://www.linkedin.com/in/elsaertsuserresearch/
This weeks "shit you need to know" comes courtesy of the Nielsen Norman Group - check out the link to their post here: https://tinyurl.com/FromAtoB-NN
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