10 UI Patterns to A/B Test for Better UX

Want to boost your website's user experience? A/B testing is your secret weapon. Here's a quick guide to 10 UI patterns you should test:

Call-to-Action Buttons
Navigation Menus
Form Design
Product Page Layouts
Search Features
Color Schemes
Typography
Image Placement
Page Load Speed
Mobile Responsiveness

Quick Comparison

UI Pattern	What to Test	Key Metrics
CTA Buttons	Color, size, text, placement	Click-through rate, conversion rate
Navigation	Layout, labels, order, depth	Click-through rate, time to task completion
Forms	Layout, field types, validation	Completion rate, error rate
Product Pages	Column layout, images, info organization	Conversion rate, time on page
Search	Bar design, suggestions, result quality	Click-through rate, conversion rate

A/B testing isn't a one-time thing. Keep testing, learning, and improving. Remember:

Test one element at a time
Run tests for at least a week
Get 100+ conversions per variation
Use data, not hunches, to make decisions

By consistently A/B testing these UI patterns, you'll create a user experience that keeps visitors coming back and boosts your bottom line.

Basics of A/B Testing in UI Design

A/B testing is how UI designers figure out what works best. Here's the lowdown:

Core A/B Testing Principles

It's simple: you make two versions of something and see which one users like more. Here's how:

Make version A and version B
Show them to different users
Track what users do
Look at the numbers to see which won

The key? Change ONE thing at a time. That way, you know exactly what made the difference.

Why A/B Test UI Elements?

A/B testing is pretty great for UI design:

It gives you real data, not guesses
Users show you what they actually want
You can boost how many people take action
It's safer than making big changes all at once

Real stuff: Netflix tested different words on their sign-up button. "Get Started" got more people to sign up than other options.

A/B Testing Myths, Busted

Let's clear some things up:

People think	But really
You need tons of users	Quality beats quantity
Only big changes matter	Small tweaks can be huge
Results come fast	Good data takes time
One test is enough	Keep testing, always

Remember: A/B testing isn't just about WHAT users pick. It's about WHY they pick it.

"A/B testing is not about WHAT they choose, is about WHY they choose." - Revina Laksmi, Author

Getting Ready for UI Pattern A/B Tests

A/B testing UI patterns helps you make better design choices. Here's how to set up effective tests:

Setting Test Goals

Start with clear goals. Ask yourself:

What user actions do you want to increase?
Which UI areas need improvement?

Netflix, for example, wanted more sign-ups. They tested different words on their sign-up button. "Get Started" won, boosting new memberships.

Choosing What to Measure

Pick metrics that show if your changes worked:

Metric	Meaning	Importance
Conversion rate	% of users taking action	Shows business impact
Click-through rate	% of users clicking	Measures design appeal
Time on site	User stay duration	Indicates content quality
Bounce rate	% leaving immediately	Highlights UX issues

Picking A/B Testing Tools

Good tools simplify testing. Top options include:

1. Google Optimize

Free for basic use, integrates with Google Analytics.

2. VWO (Visual Website Optimizer)

Paid plans from $321/month, suits larger sites and complex tests.

3. Adobe Target

Part of Adobe Experience Cloud, ideal for big companies.

Choose based on your budget, test complexity, and existing tools.

"VWO has the best support team of any SaaS platform I've worked with, without a doubt." - Scott Antrobus, Product Manager, Weekends Only Furniture & Mattress

Start small, test one thing at a time, and keep testing to learn what works best for your users.

Testing Call-to-Action Buttons

CTA buttons can make or break your conversion rates. Here's how to test and improve them:

Button Design Options to Test

Focus on these when A/B testing CTAs:

Color: Go for contrast
Size: Find the sweet spot
Text: Keep it short and action-packed
Placement: Above the fold, end of content, or floating

Key Button Metrics

Metric	What It Means	Why It's Important
CTR	% of clicks	Shows button appeal
Conversion rate	% completing desired action	Measures overall success
Time to click	How fast users click	Indicates visibility and appeal

Tips for CTA Button Testing

1. One change at a time

Isolate variables to see clear impacts.

2. Use the right tools

Try Google Optimize (free) or VWO (paid) for A/B testing.

3. Get enough data

Aim for 100+ conversions per variation.

4. Think about context

Test buttons in different spots and with various content.

5. Learn from others

SAP boosted conversions by 32.5% just by changing button color. Performable saw 21% more clicks with a red button.

"CTA effectiveness can change dramatically based on design, color, size, and position." - HubSpot Research

Navigation menus can make or break your site's user experience. Here's how to test and improve them:

Top-bar (horizontal)
Side-bar (vertical)
Mega menus (large dropdowns)

Key Testing Areas

Layout
Labels
Order
Depth

Metric	Measures	Why It's Important
Click-through rate	Menu engagement	Shows if users interact
Time to task completion	Menu usability	Indicates ease of use
Bounce rate	Navigation clarity	Reflects user satisfaction

Real-world win: Oflara, a Shopify store, swapped their click-based menu for a mega menu with product images. Result? 53% more revenue.

"You know your website best, which ironically makes you the worst person to design its navigation." - Unknown

To boost your menu:

Use card sorting
Run tree testing
Do first-click tests

Pro tip: Don't forget mobile users. Test a collapsible menu for smaller screens.

3. Testing Form Design

Forms are crucial for user input. Let's look at how to test and improve them.

Different Form Layouts

Form layout can make or break user experience. Here's what to test:

Single column vs. multi-column
Inline labels vs. top-aligned labels
Grouped fields vs. linear progression

The Baymard Institute found single-column layouts work better. Users complete them 15.4 seconds faster on average.

Testing Input Fields and Methods

Input fields and methods affect completion rates. Test these:

Element	Test Options
Field types	Text, dropdown, radio buttons, checkboxes
Validation	Inline vs. on-submit
Autofill	On vs. off
Placeholder text	Yes vs. no

Jotform says inline validation can boost submissions by 22%. Small changes, big impact.

Measuring Form Success

Track these metrics:

Completion rate
Time to complete
Error rate
Abandonment rate

Ruler Analytics says the average form conversion rate is 1.7%. But you can do better.

The Munro Agency tested a "Book a Demo" page. They compared a Calendly widget (A) with a Sharpspring form (B). The Sharpspring form boosted conversions by 35%.

"Hard work isn't what determines success in lead generation, although it is a crucial part of it. What truly drives results is extensive A/B testing." - Munro Agency

To boost your form's performance:

Cut fields: A hosting company saw 188% more leads by going from 20 to 4 fields.
Use multi-step forms: Break long forms into chunks.
Add social proof: Testimonials near forms can boost conversions by 26%.
Offer incentives: Discounts or exclusive content can motivate completion.

4. Testing Product Page Layouts

Product pages can make or break sales. Here's how to test them:

One Column vs. Multiple Columns

Page layout impacts user interaction:

One-column: Clean, focused view
Multiple columns: Side-by-side comparisons

Amazon uses both. Single-column for detailed info, multiple for related items.

Testing Product Images

75% of shoppers rely on product images. To improve:

Test size and placement
Try different angles and backgrounds
Compare lifestyle shots vs. plain photos

Vendo Commerce's A/B test: Packaged hairbrush image vs. plain brush. Result? 5-11% more weekly orders.

Organizing Product Information

Test these elements:

Element	Options
Description	Short vs. detailed
Bullet points	With vs. without
Specs placement	Top vs. bottom
Reviews	Prominent vs. hidden

Winky Lux does it right: High-quality images, demo videos, and a brief FAQ.

"Unprofessional or unclear product photos make me distrust the product quality." - Consumer in a product image study

To boost performance:

Use high-res, multi-angle photos
Add an FAQ section
Include user-generated content
Test layouts and track conversions

No one-size-fits-all here. A/B test for a couple months, focusing on one element at a time. Keep testing and tweaking to create pages that convert.

5. Testing Search Features

Search is crucial for many websites and apps. Users often head straight to the search bar. Here's how to test and improve search:

Search Bar Design

The search bar's design and location impact usage. Test these:

Placement: Top right, left, or center
Size: Different widths (27 characters fits 90% of queries)
Icon: Magnifying glass (widely recognized)

Amazon puts search front and center. YouTube places it top right, where users expect it.

Search Suggestions

Autocomplete and suggestions help users find info faster. Test:

Autocomplete: Show possible queries as users type
Dropdown results: Display top results before searching
Number of suggestions: Find the right balance

Decathlon Singapore saw a 50% conversion rate boost for personalized queries after A/B testing suggestions.

Search Result Quality

Good results keep users happy and boost sales. Check quality with:

Metric	Measures	Why It Matters
Click-Through Rate (CTR)	How often users click results	Shows if results match intent
Conversion Rate	How often searches lead to actions	Indicates if results help users
Time to Click	How long to pick a result	Suggests top result relevance

Videdressing, with over 1 million products, regularly tests search results to ensure users find what they want quickly.

Tips for better search testing:

1. Run tests side by side

2. Focus on one change at a time

3. Test for a few weeks

4. Look at impact on main business goals

Understanding A/B Test Results

A/B testing is great for UX design, but making sense of the results can be tricky. Here's how to crack the code:

What Makes Results Reliable

For trustworthy A/B test results:

Run tests for at least a week
Get 100+ conversions per variation
Look for steady trends over time

Requirement	Why It Matters
7+ days	Covers traffic ups and downs
100+ conversions	Gives you solid data
Steady trends	Shows real performance differences

Common Result Mistakes to Avoid

Don't fall for these traps:

Cutting tests short
Ignoring tiny sample sizes
Misreading graph scales

Here's a reality check: A test showing a 150% boost in conversions based on just 18 conversions from 10,000+ visits? That's probably not reliable. The sample size is too small.

Using Results to Improve Design

Turn your test findings into design gold:

1. Write it all down

Keep track of your data, guesses, goals, and results for each test.

2. Look at the big picture

Don't just focus on conversion rates. Check out total revenue and revenue per visitor too.

3. Take it slow

Don't overhaul everything based on one test. Make changes bit by bit.

4. Keep an eye on things

After you make changes, compare your sales and revenue to previous weeks.

5. Learn from the flops

Tests that bomb can teach you a lot. Figure out why some variations didn't work.

"If the loss rate is normal, businesses should learn from lost tests, recognizing that loss is part of A/B testing and can sometimes be more valuable than wins." - Anwar Aly, Conversion Specialist at Invesp

Conclusion

We've looked at 10 UI patterns for A/B testing to boost UX:

Call-to-Action Buttons
Navigation Menus
Form Design
Product Page Layouts
Search Features

Each pattern gives you a chance to make your interface better.

Keep Testing

A/B testing isn't a one-time thing. It's ongoing:

Test often: Users change, so should your UI
Learn from flops: Failed tests teach you stuff
Use data: Make changes based on results, not hunches

What's Next in UI/UX Testing

UI/UX testing is evolving:

AI-powered tools
Mobile-first focus
Voice and AR/VR testing

Trend	Impact
AI Tools	Faster analysis, smarter tests
Mobile-First	More touch and small screen tests
Voice/AR/VR	New ways to measure non-visual stuff

A/B testing is about making smart choices. As Wyatt Jenkins from Shutterstock says:

"Only through A/B testing can you establish data-driven reasons to make the best decisions for your site."

Keep testing. Keep learning. Watch your UX get better.

FAQs

How do you do an AB test UI?

Here's how to run an A/B test on a UI element:

Pick an element to test (like a button or layout)
Create two versions: A (original) and B (new)
Split users randomly into two groups
Show A to one group, B to the other
Measure key metrics
Analyze results to find the winner

Some popular A/B testing tools:

Tool	Key Feature
Optimizely	Visual editor
VWO	Heatmaps
Unbounce	Landing page focus

A/B testing tips:

Set clear goals first
Test one thing at a time
Run tests for 1-2 weeks minimum
Use big enough sample sizes

A/B testing isn't a one-time thing. Keep testing and tweaking your UI based on data, not hunches.