while interacting with the application and subjective feedback on the interface by users. Similar to an in-lab study, an asynchronous remote usability test is task-based and the platform allows researchers to capture clicks and task times. Hence, for many large companies, this allows researchers to better understand visitors' intents when visiting a website or mobile site. Additionally, this style of user testing also provides an opportunity to segment feedback by demographic, attitudinal and behavioral type. The tests are carried out in the user's own environment (rather than labs) helping further simulate real-life scenario testing. This approach also provides a vehicle to easily solicit feedback from users in remote areas quickly and with lower organizational overheads. In recent years, conducting usability testing asynchronously has also become prevalent and allows testers to provide feedback in their free time and from the comfort of their own home. Expert review Expert review is another general method of usability testing. As the name suggests, this method relies on bringing in experts with experience in the field (possibly from companies that specialize in usability testing) to evaluate the usability of a product. A heuristic evaluation or usability audit is an evaluation of an interface by one or more human factors experts. Evaluators measure the usability, efficiency, and effectiveness of the interface based on usability principles, such as the 10 usability heuristics originally defined by Jakob Nielsen in 1994. Nielsen's usability heuristics, which have continued to evolve in response to user research and new devices, include: Visibility of system status Match between system and the real world User control and freedom Consistency and standards Error prevention Recognition rather than recall Flexibility and efficiency of use Aesthetic and minimalist design Help users recognize, diagnose, and recover from errors Help and documentation Automated expert review Similar to expert reviews, automated expert reviews provide usability testing but through the use of programs given rules for good design and heuristics. Though an automated review might not provide as much detail and insight as reviews from people, they can be finished more quickly and consistently. The idea of creating surrogate users for usability testing is an ambitious direction for the artificial intelligence community. A/B testing In web development and marketing, A/B testing or split testing is an experimental approach to web design (especially user experience design), which aims to identify changes to web pages that increase or maximize an outcome of interest