You review a report of an A/B study that lasted 5 days. This study involved two versions of a company's e-commerce website: Version A was the current, released version of the website. Version B was a new version that used a different color scheme and some different button labels. On each day of the study, all visitors between 6:00am – 5:59pm (Eastern time) were routed to Version A of the website and all visitors between 6:00pm - 5:59am (Eastern time) were routed to Version B of the website. The results of the study indicated that visitors to Version B purchased significantly more products than visitors to Version A. The report concluded that the design of Version B was responsible for the increase in purchases and recommended that the company should switch to Version B. Two-part question: 1. Based on just the information presented above, describe one alternative explanation for why Version B may have resulted in more purchases than Version A (i.e., a difference other than the design of Version B that might explain why visitors to Version B purchased more products). 2. Describe a better procedure for routing visitors to Version A and Version B in a study that would more clearly indicate if the design of the websites makes purchasing products with one version more likely than with the other version.
You review a report of an A/B study that lasted 5 days. This study involved two versions of a company's e-commerce website: Version A was the current, released version of the website. Version B was a new version that used a different color scheme and some different button labels.
On each day of the study, all visitors between 6:00am – 5:59pm (Eastern time) were routed to Version A of the website and all visitors between 6:00pm - 5:59am (Eastern time) were routed to Version B of the website.
The results of the study indicated that visitors to Version B purchased significantly more products than visitors to Version A. The report concluded that the design of Version B was responsible for the increase in purchases and recommended that the company should switch to Version B.
Two-part question:
1. Based on just the information presented above, describe one alternative explanation for why Version B may have resulted in more purchases than Version A (i.e., a difference other than the design of Version B that might explain why visitors to Version B purchased more products).
2. Describe a better procedure for routing visitors to Version A and Version B in a study that would more clearly indicate if the design of the websites makes purchasing products with one version more likely than with the other version.
You review a report of an A/B study that lasted 5 days. This study involved two versions of a company's e-commerce website: Version A was the current, released version of the website. Version B was a new version that used a different color scheme and some different button labels.
On each day of the study, all visitors between 6:00am – 5:59pm (Eastern time) were routed to Version A of the website and all visitors between 6:00pm - 5:59am (Eastern time) were routed to Version B of the website.
The results of the study indicated that visitors to Version B purchased significantly more products than visitors to Version A. The report concluded that the design of Version B was responsible for the increase in purchases and recommended that the company should switch to Version B.
Two-part question:
1. Based on just the information presented above, describe one alternative explanation for why Version B may have resulted in more purchases than Version A (i.e., a difference other than the design of Version B that might explain why visitors to Version B purchased more products).
2. Describe a better procedure for routing visitors to Version A and Version B in a study that would more clearly indicate if the design of the websites makes purchasing products with one version more likely than with the other version.
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