Continuous improvement in optimizing UI/UX via A/B testing

In present days, the way things look and work on screens is super important for making the best digital interfaces. At Villa Plus, we prioritize user feedback to ensure our website stays user-friendly and valuable. For the past many years, to experiment with various versions of our content and features we have been doing A/B testing to identify the most effective ones. This approach has significantly enhanced our digital offerings, enabling us to refine and improve our user experience. We’re thrilled to share the insights gained through this process.

Our Approach

In our process, the 1st & 2nd step is very crucial as here most of the decision-making takes place. Previously, understanding user behavior was challenging, impacting our ability to predict effective changes. Surveys and user interviews are used to guide us in aligning changes with user preferences. Earlier for each A/B test, we estimated test duration using data from past tests and by using factors like traffic/sample size, expected improvements, and current conversion rate.

How we review the data and conclude the test

We set up triggers within Google Tag Manager to fire when users interact with elements that are relevant to our A/B test. We track these tagged events and goals in Google analytics, which allows us to analyze user behavior across different test variations. We use BigQuery to dive deeper into the test results by feeding queries. If a test takes longer than expected, we run it for a longer duration. For tests where we are not sure about the best results, we discuss and decide based on the data we have.

Findings & Implementation

Our key A/B test insights include:

• Improved call-to-action button
• Image overlay improvements
• Content layout enhancements
• Streamlined navigation

The variation we created, increased user engagement and conversion rate by 7–10%

For instance, a simple change in the position of the “Next” button in our booking path on desktop/tablet devices led to significant improvement, highlighting the impact of minor adjustments.

We moved the “Next” button from the bottom to the right side for better visibility in the variation. Surprisingly, this simple change significantly boosted conversions and user engagement.

Conclusion

A/B tests have optimized our website with a better UI & UX, leading to higher conversion rates, and have helped us determine our best-performing product features. It’s a continuous process in bringing incremental improvements and better results.