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What to Do When You Don't Have Enough Traffic to A/B Test

Teresa Torres · Product Talk Free Beginner

Torres takes the next step after you accept you cannot reach significance: figure out what you are actually trying to learn, then pick a method that fits. She walks through swapping A/B tests for customer interviews, paper prototypes, think-aloud sessions, and competitive research depending on the question, so low traffic stops being a dead end. The line to carry: do not let a lack of traffic keep you from learning what you need to learn.

• Match the method to the question: value and desirability questions are better answered by talking to users than by an underpowered test.
• Interviews, paper prototypes, and think-aloud usability sessions give directional signal without needing statistical power.
• You can also buy temporary traffic (paid search) to a page if you genuinely need a quantitative read.