A/B Testing 101

Summary:What is A/B testing, and why should you consider this method for measuring the business value of design changes?

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Kathryn Whitentonis Nielsen Norman Group's Director of Digital Strategy. She works with clients to evaluate the user experience and information architecture of websites in a variety of industries including technology, telecommunications, and media, as well as corporate intranets. She has conducted usability research, eyetracking user research, and studies of users on mobile devices in the United States, Europe, Asia, and Australia. Her user studies have included general audiences as well as specific consumer types, business segments, children, and seniors.

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