Have you ever visited LDS.org and discovered that your favorite link has vanished? Or that the home page layout has changed, showing fewer links? Or perhaps you were reading the scriptures on LDS.org and suddenly the background color switched? Don’t worry—you’re not going crazy! You’ve probably just been randomly selected to participate in an A/B test.
To improve Church websites and offer visitors a better experience on LDS.org, we use a process called A/B testing. A/B testing is a method of comparing two or more versions of a web page, mobile app, video, or other content form in order to discover which one performs or resonates better with the audience. On LDS.org, when we A/B test, we show randomly selected visitors different versions of the site or web page. Then we use analytics to measure how successful each variation is and which version helps the most people accomplish a specific task.
Each site variation is designed to help us learn what matters most to the people who visit LDS.org and other Church websites. We do A/B testing so we can ensure we give you, the visitor, the best user experience and empower you to find exactly what you are looking for.
Here are some examples of what we test.
How important are the quick links on the home page and what should they be?
How does subtext influence people viewing a video or article?
Which type of message encourages people to watch a devotional?
The next time you notice a change, know that you may be a test participant or that LDS.org visitors like you have helped us develop a better experience.
If you want to learn more about testing on LDS.org, let us know by clicking on the Feedback link at the bottom of the page. Be sure to include the phrase “What’s New” in your comment.