Smart Tipping A/B testing


A/B testing or split testing is a marketing experiment tool, in which you test several forms of a campaign by segmenting your audience and determining which performs better. In other words, you can show version A of a product to half of your audience and version B to the other.

UT conducted this usability testing for “ an online food ordering and delivery service provider.

  • Created different versions of the website and conducted A/B testing on its elements to discover the best-performing versions that helped in improving the user experience.
  • We have tested a smart default for the tipping option on the checkout page to increase sales.
  • Experience Live App

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Key Learnings…

For businesses to flourish in the highly competitive market, the client must build a scalable experimentation culture.

SEO, content, paid marketing, and advertising may help drive more traffic to a website, but A/B testing brought a culture of experimentation that can get more conversions and high revenues for the business.

UT redesigned its mini cart, and the client saw a two times increase in overall growth.

Users were finding it difficult to see the total of each item in the cart. We added a ‘remove’ button on the right side of each item (to avoid unwanted clicks and the total value of each product).

Added a CTA button to the top of the page to help users quickly jump to the main cart page.

See Our Other Work

Starlux Games User Experience Review

UT enhanced the overall user experience for “Starlux Games”. We helped with the listing of missed products/games and worked on website landing pages.

eCommerce Mobile Website User Testing

UT collaborated with “Doris Leslie Blau” to understand buyers’ perceptions on the mobile platform. Simulation testing was conducted, and perceptions, navigation, and trips were tested to gain real insights from NYC users.