Answered: 6/4/2007 6/5/2007 6/6/2007 6/7/2007…

MATLAB: An Introduction with Applications

6th Edition

ISBN:9781119256830

Author:Amos Gilat

Publisher:Amos Gilat

Chapter1: Starting With Matlab

Section: Chapter Questions

Problem 1P

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Question

Definitions "Visit" - an instance of a person coming to a website. (A "visitor" is a person who conducts a visit on a website.) "Order" - an instance of someone making a purchase "Conversion rate" - the percentage of visits that turn into an order. Notes about Split Testing The home page of a website can be "split" into two versions ("A" and "B") that have different characteristics (e.g. layout, products, etc.) These different versions can then be shown to different visitors on a random basis. For example, 75% of visitors would see version A and 25% of visitors would see version B Scenario You are determining which home page version is the best choice for the site to maximize the number of orders. A two week split test was set up where visitors were randomly (but not necessarily equally) assigned to one home page or another, and the number of visitors to each homepage and the related orders were accurately recorded by day. The additional traffic on the 7th and 14th is due to some banner ads running on ESPN on those particular days We have a one year contract with ESPN, so we will continue to get this traffic Please be sure to look over the data carefully. Homepage Version A Homepage version B A B Visits Orders Visits Orders conversion rate conversion rate # of orders in B normalized to number of visits 6/4/2007 7,823 796 2,910 289 10.2% 9.9% 776.92 6/5/2007 5,611 541 3,049 262 9.6% 8.6% 482.15 6/6/2007 5,092 533 2,775 280 10.5% 10.1% 513.79 6/7/2007 16,407 1,001 3,266 191 6.1% 5.8% 959.50 6/8/2007 4,072 416 1,980 188 10.2% 9.5% 386.63 6/9/2007 2,802 268 1,512 129 9.6% 8.5% 239.06 6/10/2007 3,277 323 1,408 134 9.9% 9.5% 311.87 6/11/2007 8,159 808 2,709 258 9.9% 9.5% 777.05 6/12/2007 5,331 517 2,802 258 9.7% 9.2% 490.86 6/13/2007 5,217 542 2,720 272 10.4% 10.0% 521.70 6/14/2007 15,922 1,099 3,119 205 6.9% 6.6% 1,046.49 6/15/2007 4,360 415 2,091 182 9.5% 8.7% 379.49 totals 84,073 7,259 30,341 2,648 8.63% 8.73% 6,885.53 Conversion std Questions A) What is the overall conversion rate for Homepage version A? B) What is the overall conversion rate for Homepage version B? C) Which version of the home page would you recommend rolling out with to maximize the number of orders? D) What % more orders can you expect to get by using the version you answered in #3 above, vs the other version? E) What is a little strange about this data? Why is this happening? Please show all your analysis, leave formulas in cells, and specify any assumptions you make.