O'Reilly logo

Experiment!: Website conversion rate optimization with A/B and multivariate testing by Colin McFarland

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

4. On UX

Design considerations

The most voiced concern for designers is that experiments encourage only small changes and thus stifle creativity. The thought is that experiments are suitable when you want to know which small detail, like button colour, is better, but you should go with your gut when you want to design a new masterpiece.

No doubt these ideas are encouraged by the case studies and examples you’ll find on the internet. They show almost exclusively minimal changes that deliver big wins. There’s little discussion of experimenting with major design projects. You can and should use experimentation for both refinements and drastic redesigns.

The big picture

Running a few experiments will give you a sense of which approaches are the most ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required