A/B Testing

Plan experiments that validate messaging and UX decisions before, during, and after launch. This skill produces a prioritized backlog, not just a list of "things to try." The distinction matters: without prioritization, teams test button colors while leaving the value prop unvalidated.

Evidence: 40+ years of conversion research shows that copy/messaging tests consistently outperform visual/color tests by 3–5x in average lift.

When to Apply

• After UX design phase — you have a page architecture and design rules
• Before launch — to identify what hypotheses to validate first
• After launch with traffic — to run structured tests instead of random changes
• When stakeholders want to "just change X to see if it helps" — to redirect toward hypotheses first

Workflow

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