The A/B test benefits hugely by showing which solution works the best in live environment, during real use. Use it for an existing website like Facebook, for new design or feature ideas. Run two versions simultaneously in an A/B test, or run many more in multivariate testing. Make sure to have only one difference between them if running a simple A/B test with two variants. More differences will prevent defining the cause of the winner’s better results. A/B tests should objectively decide which solution works better. They just won’t show why; qualitative research will, which makes it a must. Read more about both quantitative and qualitative research methods here: https://uxstudioteam.com/ux-blog/ux-research-methods/?utm_source=Social&utm_medium=referral&utm_campaign=ownsocial
