A/B AND SEE: A BEGINNER’S GUIDE TO A/B TESTING

The process of decision making in design has always been a popular area of discussion. Why do some designers make choices that others don’t, and why do some designs seemingly work better than others?
From academic study to sketches and anecdotes, the design world is fascinated with process. But for all of the legendary stories of lore, few anecdotes in recent times have had the staying power of Google and its 41 shades of blue.
In trying to determine which out of 2 shades of blue to use for link text, Google tested not only the 2, but the 39 shades of blue in between. The story outlines a relatively minute decision but highlights a rapidly growing approach to making decisions. One based in experimentation, alternatives, and, most importantly, data.

http://blog.invisionapp.com/ab-testing-beginners-guide/