A/B Testing Template

What is this template for?

This template is designed to help businesses of all sizes conduct side-by-side comparisons of two different designs, flows, or content strategies. Whether you are testing a new landing page, a checkout process, or a feature layout, this template allows you to gather objective performance data alongside qualitative user feedback. By testing two variants (A vs. B) simultaneously, you can eliminate guesswork and make data-driven decisions that directly impact your conversion rates and user satisfaction.

What type of questions are included in the template?

The template includes a strategic mix of comparative and evaluative questions to capture the full user experience:

• Task-based Scenarios: Participants are asked to complete the same key action on both versions (e.g., “Find the pricing plan that best fits your needs”) to measure efficiency and success rates.
• Forced-Choice Preference: After interacting with both variants, users are asked to select which version they prefer and, more importantly, why.
• Qualitative “Deep Dives”: Open-ended questions that prompt users to describe specific points of friction or moments of clarity in each version.
• Rating Scales & Likert Scales: Standardized metrics to measure perceived ease of use, trust, and visual appeal for both Design A and Design B.
• Expectation Testing: Pre-task questions that establish the user’s mental model before they interact with your designs.

What type of results can I get from this template?

You will receive a comprehensive comparison report that goes beyond simple “click” data. Insights include:

• Comparative Success Metrics: Clear data on which version had a higher task completion rate and a faster time-on-task.
• Behavioral Evidence: Video recordings of users thinking aloud as they navigate both versions, revealing the “small cues” that lead to hesitation or confidence.
• Sentiment Analysis: Automated analysis of user emotions and verbal feedback to determine which design aligns better with your brand values.
• Statistical Preference: A quantitative breakdown of which version users preferred and the specific attributes (usability, aesthetics, or information) that drove that choice.

How can I use this template?

You can use this template to validate design changes before they go live or to optimize existing high-traffic pages. Simply upload your two URLs or image prototypes into the Userlytics platform. You can invite your own participants (BYOU) or leverage our global panel to reach your specific target demographic. Once the study is complete, you’ll have the evidence-based insights needed to justify design decisions to stakeholders and improve your bottom line.