Which Rapid Testing Method Should I Use?

“Research” often means “identify problems to solve.” But it can also mean “verify that proposed solutions actually solve problems.”

The most buzzy way to get that validation is via A/B testing. But many don’t have the budget, appetite, time, or team to even get started.

Enter: Rapid testing.

Like A/B testing, rapid testing helps you understand if your solutions are actually working.

Unlike A/B testing, rapid tests are fast, done with small sample sizes, and offer a level of qualitative insight not afforded via experimentation alone.

Rapid testing is no substitute for A/B testing, but it has a ton of applications:

• Get a gut check when true A/B testing is not a viable option
• Understand where new features might be confusing or unclear
• Evaluate time-to-success and pass/fail rates of task flows
• Narrow down your options from many to few when deciding what messages to test in the market

Think of it as your canary in the coal mine. A utility to mitigate the risk of feature flop.

In this article, we’ll explore what rapid experimentation is, its benefits, the types of rapid tests you can run, and when to use each. If you’re looking to de-risk your decisions and innovate faster, keep reading for a framework to get you started.

What is rapid experimentation?

Rapid experimentation or rapid testing refers to a collection of tactics we use to get quick feedback for operational decisions. This type of testing helps teams make agile decisions around design, copy, and other site elements.

Rapid experimentation is a lean approach to validating ideas, designs, or features in a quick, iterative manner. It focuses on qualitative insights and directional data.

Instead of waiting weeks for results, you can gather actionable insights in days or even hours. This method enables teams to:

• Understand whether users grasp a new concept
• Identify potential usability issues
• Test multiple variations of an idea before committing to development

In short, rapid experimentation helps you answer the question: “Am I moving in the right direction?”

Why do teams use rapid experimentation?

Rapid experimentation delivers value in multiple ways, particularly for SaaS teams that need to move fast and make data-informed decisions.

While rapid testing uses less qualified participants and smaller sample sizes than traditional A/B testing, the tradeoff is exponentially faster results. Rapid testing delivers value by:

• Speeding up results: Unlike A/B testing, which can take weeks to produce reliable results, rapid tests can be designed, executed, and analyzed in days. This speed allows teams to iterate quickly.
• Limiting politics of A/B testing: Which A/B tests get run is informed by rapid test data instead of executive opinions.
• Narrowing down many ideas: When you need to identify the best few ideas out of many, rapid testing is an efficient way to do so.
• Lowering costs: Because rapid tests require smaller sample sizes and fewer resources, they’re accessible to teams with limited budgets.
• Identifying problems early: Rapid experimentation helps uncover potential usability issues or misunderstandings before they’re baked into a feature or product. This can save significant rework down the line.
• Increasing qualitative depth: Where A/B testing provides numbers, rapid tests provide context. Understanding the “why” behind user behavior can inform better solutions.
• De-risking decisions: By testing ideas early and often, teams can reduce the risk of releasing features or products that fail to meet user needs.

What are the types of rapid tests?

Rapid experimentation is not a one-size-fits-all process. Different scenarios call for different types of tests.

Here are some common methods:

Task Completion Analysis

Task completion analysis allows us to quickly test new ideas to understand time-on-task and success rates.

Typically, users are asked to complete a specific task, such as signing up for a trial or finding a key feature. Teams observe where users struggle and measure success rates, time-to-completion, and drop-off points.

First-Click Tests

First-click tests evaluate whether users can intuitively find the primary action or information on a page. Participants are given a task and asked to click where they think they should start. This is ideal for evaluating navigation or CTA placement.

Tree Test

Tree testing is a usability technique that helps you understand how users navigate through your website or app’s structure. It focuses on how well people can find information within a system.

By stripping away visual elements and focusing solely on the structure (the “tree”), you can identify whether the content organization makes sense or if users are getting lost.

Sentiment Analysis

Sentiment analysis lets us preview how users might respond and react to a treatment. It allows us to evaluate user emotions and opinions about a product or experience. Typically, feedback is collected through surveys, reviews, or user interviews, and responses are analyzed to identify positive, neutral, or negative sentiments. Teams use this data to uncover pain points, gauge satisfaction, and prioritize improvements.

5-Second Tests

5-second tests assess a user’s immediate impression of a design or message. They show participants an interface or design for five seconds and then ask them what they remember or understand. This is great for defining the value propositions or headlines that are most memorable.

Design Surveys

Design surveys collect qualitative feedback on wireframes or mockups. They can help validate designs before investing in development to implement them on your site.

Preference Tests

This test involves showing users two or more design variations and asking which they prefer and why. It’s perfect for narrowing down visual or messaging options before launching a formal test.

Card Sorting

Card sorting is a research technique used to understand how users organize and categorize information. You present participants with a set of cards, each representing a piece of content or functionality, and ask them to group these cards in a way that makes sense to them.

This process reveals how people naturally think about and structure information. It lets you uncover insights into how users might intuitively organize menu items, product categories, or any other structured content on your site. Ultimately, this helps you design a website or app that aligns with their expectations.

These are just six of the many types of rapid experimentation.

How to choose the right method for your scenario

With so many options, it can be challenging to know which rapid testing method to use in a given situation. Each method has strengths and weaknesses, and choosing the wrong one can result in wasted effort or inconclusive results.

If you’re interested in getting started with rapid testing but aren’t sure which method is right for your scenario, we devised a simple way to narrow down the options.

In this decision tree, you can ask questions to help understand which rapid testing method best suits your needs.

A few caveats:

• There are more methods than are covered here; this is just a sample
• Test types can be used in combination in some instances, and
• There are always exceptions to the rule

There’s no substitute for experience, but if you’re just getting started with this kind of research, I hope this gives you a head start.

Using this framework ensures you select the method best suited to your goals, saving time and effort while delivering more meaningful results.

The Telegraph used rapid testing to increase registrations

So, what might rapid testing look like in action?

During a Digital Experience Optimization Program™, we worked with The Telegraph to improve their paywall experience as a part of their goal to reach a million subscribers.

The first part of any DXO Program™, our team conducted a thorough audit of the end-to-end customer experience to uncover the biggest barriers and opportunities for conversions. Once we had the research plan and were armed with a strategic roadmap, it was on to the next phase of the program. We took hypothesized improvements and tested them with The Telegraph’s ideal audience to confirm they would move the needle before investing in implementation.

Thanks to rapid testing, we were able to design, test, and decide on the first phase of implementations in a matter of days.

One rapid test we ran for The Telegraph assessed site banner color and layout. When shown two banner variants, visitors had a clear preference — 78% of participants found content easier to read against a yellow background. Recall tests also showed visitors were more likely to remember key details in this variant as well, further supporting it as the preferable option.

We ran over 20 similar tests to assess cookie notification placement and design, desktop and mobile paywall presentation, brand headlines, offer messaging, and more. Each test leveraged the method relevant to the hypothesis we hoped to validate with experimentation. We chose the testing methodology using a similar thought process to the rapid testing decision tree framework shared earlier.

And the best part? We did this in just a few weeks, something that would have been impossible to accomplish via A/B testing due to resource constraints. David Humber, Head of Conversion at The Telegraph, also credits the efficiency and effectiveness of the rapid tests to having a team of external experts come in. “You do less spinning of the wheels because you’re having somebody come in that’s got this additional expertise as their bread and butter.”

Overall, identifying small wins in numerous places added up to a significant impact for The Telegraph in both improved metrics and an understanding of the customer.

Upskill your team with external support

While rapid experimentation is a powerful tool, getting started can feel overwhelming. How do you design effective tests? What metrics should you measure? And how do you ensure your insights lead to meaningful improvements?

This is where The Good can help. Our team specializes in UX research and digital experience optimization for SaaS companies. From designing and executing rapid tests to implementing insights, we’re here to guide you every step of the way. With our proven frameworks and expertise, you can:

• Validate ideas faster and more effectively
• Reduce the risk of feature flop
• Build a culture of experimentation within your team

Ready to get started? Contact us to learn how we can help you make better decisions faster.