STARZ A-B Conversions Testing

For the AB testing, I decided to do the desktop webpage on STARZ. Going into this setup, I decided to do two design variations: A & B conversions. Before the study, I used the same cohesive design style, elements, and typography of STARZ for each test while creating it in Figma. To my knowledge of the hypothesis, I wanted to see what usability of each A/A test runs and fits better. To be noted, I took the initiative of using the Call To Action/CTA button, time on task, etc., to determine what design would be more suitable for users to understand and navigate better. My choice for conversion A was to use a turquoise and black gradient background. I used black font in different weights that could be aesthetically pleasing and easily readable based on the other types for users to see.

It’s essential to have a hierarchy of what the content or information will imply to the user. As the user will see in conversion A, the Call To Action button is at the top. It shows announcing the three-month trial of getting users to sign up and not miss out on the offer. I used a darker green and black gradient background for conversion B with lime green font. I decided to leave the typography similar to conversion A. At the bottom, the user will notice that the start threemonth trial button is under the content. I wanted to see which design would be more suitable for the user. Note that the sound I implement is a STARZ streaming services design concept. I just took the initiative to use it and incorporated my style into it.