First, at Edgar Allan, A/B testing isn’t a one-size-fits-all solution. We tailor our approach to meet your needs, ensuring every test we conduct is aligned with your brand’s goals and overall vision.

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In general, we use A/B testing to serve both exploratory and evaluative purposes, using it to explore new ideas and discover trends, but also to measure how well existing elements are working and make improvements based on real data: 

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• ‍Exploratory A/B testing asks, “What can we try that’s different to discover new ideas and understand what users might like?" Here, we’d explore new ideas and user preferences by trying a variety of elements to spark creativity and discover new possibilities.

• Evaluative A/B testing asks, “What can we test and measure the result of to make things work better and improve how users interact with the website?" This sees us optimizing and validating website strategies by measuring performance, guiding user actions, and ensuring effective design choices.

Want to know more about how we put users at the center of everything we do, including A/B testing? Take a look: 

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In case you couldn’t tell, research is something we care about deeply. It’s also something we write about often. Check out these articles for more insight into our thoughts and processes:

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