Search

A Preliminary Study on the Relationship between A/B Testing and Purchasing Behavior Preferences

Author(s)

Mingrui Qiu

Affiliation(s)

Jinan Innovation Haichuan Secondary School, Jinan, Shandong, China

Abstract

This article aims to initially explore the close relationship between A/B testing and purchasing behavior preferences. Firstly, the basic concepts, principles and common application scenarios of A/B testing were introduced, and its important role in optimizing marketing strategies and enhancing user experience was expounded. Then, conduct an in-depth analysis of the factors that form purchasing behavior preferences, including personal characteristics, social culture, product features, etc. Through practical case studies, this paper elaborates on how to use A/B testing to gain insights into and influence purchasing behavior preferences, such as testing the impact of different page layouts, promotional methods, product displays, etc. on consumers' purchasing decisions. Finally, the advantages and limitations of A/B testing in understanding and guiding purchasing behavior preferences are summarized, and the directions for further research in the future are proposed, with the aim of providing references for enterprises to more accurately grasp consumer demands and formulate effective marketing strategies.

Keywords

A/B Testing; Purchasing Behavior Preference; Marketing Strategy; Consumer Decision-Making

References

[1] Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia. [2] Kohavi, R., & Longbotham, R. (2023). Online controlled experiments and A/B tests. In Encyclopedia of machine learning and data science (pp. 1-13). Springer, New York, NY. [3] Savi, A. O., Williams, J. J., Maris, G., & van der Maas, H. (2017). The role of A/B tests in the study of large-scale online learning. [4] Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy online controlled experiments: A practical guide to a/b testing. Cambridge University Press. [5] Schmitt, L., Haupenthal, I., & Bin Ahmed, F. (2021). Website Design and Trust Elements: A/B Testing on a Start-up's Website. ENTRENOVA-ENTerprise REsearch InNOVAtion, 7(1), 166-177. [6] Bakshy, E., Eckles, D., Yan, R., & Rosenn, I. (2012, June). Social influence in social advertising: evidence from field experiments. In Proceedings of the 13th ACM conference on electronic commerce (pp. 146-161). [7] Firmenich, S., Garrido, A., Grigera, J., Rivero, J. M., & Rossi, G. (2019). Usability improvement through A/B testing and refactoring. Software Quality Journal, 27(1), 203-240. [8] Rahman, H., Chowdhury, M. T., Sumon, M. I., Mim, F. M., Rashid, M. R. A., Islam, R. U., & Hasan, M. (2024, September). Analyzing A/B Testing Results in Digital Marketing. In 2024 2nd International Conference on Artificial Intelligence, Blockchain, and Internet of Things (AIBThings) (pp. 1-5). IEEE. [9] Elly, B., & Joy, B. (2025). The Impact of Personalized Product Recommendation Systems on Consumer Purchasing Behavior: A Causal Inference Study Utilizing Big Data Analytics and A/B Testing. [10] Krüger, J. D. (2025). Optimizing E-commerce Relaunches: A Rigorous Economic Framework Employing A/B Testing for Enhanced Conversion Rates and Risk Mitigation.