A/B testing alone can't contextualize KPIs, but they're straightforward in collecting data. Usability testing might contextualize KPIs, but could cause massive changes to a website based off input from a small segment. The combination allows for improved data insight.
Title
Pairing Up Usability Testing with A/B Testing
URL
https://www.uxmatters.com/mt/archives/2011/07/pairing-up-usability-testing-with-ab-testing.php
Summary
A/B testing alone can't contextualize KPIs, but they're straightforward in collecting data. Usability testing might contextualize KPIs, but could cause massive changes to a website based off input from a small segment. The combination allows for improved data insight.
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