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Noble Brewer: Setting Up an A/B Test

Lucy Dotson

Noble Brewer, a subscription beer service, brings the best craft beers to your door every three months. Sourcing and vetting award-winning recipes from talented homebrewers, Noble Brewer creates artisan beer in large batches. For craft beer enthusiasts, it's the best way to discover new and rare flavors. 

The company launched its inaugural batch in April of this year. Currently, it's optimizing for conversion. Working together with Susan Baittle, I developed an A/B test for the Noble Brewer pricing page (as of April 2015). 

The Product

Here's what the pricing page looked like as of mid-April (designed by the branding agency Noble Brewer hired):


Taking a look at the current pricing page, we made a few hypotheses. We believed that:

  1. Reducing the amount of copy for the three tiers of service will increase conversion. 
  2. Improving the CTA on the buttons will increase conversion. 
  3. Removing references to "quarters" (and speaking in terms of months instead) will increase conversion. 
  4. Removing the FAQ from the bottom will increase conversion for the newsletter sign up. 

We can't accurately test all of these hypotheses at once. However, based on our knowledge of good design principles, we felt compelled to make several of these changes without testing them. For this reason, instead of just creating an alternate page, we created two new pages. Both would (hopefully) benefit from the bulk of the changes, while just one would feature the hypothesis being tested. 

The Process

Before designing the test page, we took a look at how other subscription services were presenting their pricing plans. This research informed our design choices. 


I sketched out how we imagined the base for the new pricing pages:


Then, I chose which hypothesis I wanted to test. I decided that hypothesis number three was the riskiest. Would replacing the word "quarter" with more commonplace subscription language increase conversion?

We designed the pages in Photoshop: 



Test (Changes in Red)

Next Steps

Next, we will A/B test our page against the original, and iterate based on our findings.