When LinkedIn friend and agency founder Ryan Mitchell commented on a post from Prosaic from Nick Houldsworth and I looked into the A / B testing question, I spotted that Nick had also tagged and thanked local neighbourhood friend and long-time industry connection Ben Gracewood, the post, the people, the conundrum, piqued my interest.

When I saw the post I struck more by the design being a bigger part of the decision - here’s why.

My response:

Unfortunately, in the A B testing the B concept wins purely on a design hierarchy standpoint. The AI A version struggles with the centered text alignment pushing the second white high priority line 'automatically' too far out creating a comprehension interrupt. Comparing a fix in concept C below which is a rough reshuffle shows how with improved hierarchical structure through alignment can lift concept A into contention. Further to the fixes, refinements to spacing to also deal with more hierarchy errors with the button being a standard full width fighting with the title. Removed the fluffy dots - see how much more powerful the message becomes when the design refinements have been made in concept C.

Got to love that feedback!

Thanks Nick :)