Winning Hard Clients With The Learnings On A/B testing
Lessons learned as a Business Analyst
UI designs and the user experience sometimes can get a little bit annoying for Business Analysts. There are a plenty of ways to do the designs. But no one knows what’s the best.
Long story short, I was working as a Business Analyst with an eCommerce software development company and I had a client who was successfully running a gifting store which amasses a gargantuan amount of profits. In order to grow the business, my client decided to sell groceries on the website as it was Covid-19 pandemic and almost all the physical stores were closed. To leverage the situation, it seemed to be reasonable to sell groceries on the webpage. The exact functional requirement was to create a web page with an add to cart option. So I and my UI developer embarked on the initial design.
Without knowing anything about A/B testing, we did one UI design using Adobe XD and passed it to the client expecting a big wow. But what happened was really bad. Client asked for a discussion and gave me an avalanche of suggestions on the design. I was bombarded with twisting ideas because most of the design suggestions weren’t knotted.
After the discussion, I sat with my UI guy and did an internet research on UI testing options and found out nitty gritty on A/B testing. With that learning, we completed 4 design variations and included what we think the best along with what the client suggested. Thereafter, successfully compiling the designs I presented them one after the other to the client in face to face meeting.
We attained what we wanted. After lengthy internal discussions, client agreed to one of our designs, not one they suggested. Sometimes we get to make decisions subjectively and based on our gut feelings. What I feel good might not be the same for you.
Nevertheless in the current fast paced business landscapes, we have to select what suits for the overwhelming audience to win over organizational objectives.
A/B testing is, as I understand, is a test which put human psychology into scrutiny. We need two or more samples to run an A/B test. The controller and the challenger.
In our case, the UIs with client’s suggestions were the controller while the designs we did on our own were the challenger. By giving multiple options, client was able to pick what they preferred to the most.
This tactic is commonly used in digital marketing and web development these days. The main advantage of online driven A/B testing is lightening speed feedbacks.
For an example, you can design two ads about one product and show it to the users on a website. Then you get to see which ad gets more clicks. Likewise, whenever we are not quiet sure about about what users really want, we can evaluate their disposition via a A/B test.
More options is always high yielding to thrive the dynamic business world.
Keep testing. Keep winning.
