Chapter 2, Problem 106PS

A/B testing allows business to test a new design or format for a web page to determine if the new web page is more effective than the current one. Web designers decide to create a new call-to-action button for a web page. Every visitor to the web page was randomly shown either call-to-action (the control) or the new variation. The metric used to measure success was the download rate; the number of people who download the five divided by the number who saw that particular call-to-action button. Results of the experiment yielded the following:

a. Compute the percentage of downloads for the original call-to-action button and the new call-to-action button.

b. Construct a bar chart of the percentage of downloads for the original call-to-action button and the new call-to-action button.

c. What conclusions can you reach concerning the original call-to-action button call-to-action button?

Web designer than create a new page design for a web page. Ever visitor to the web page was randomly shown either the original web design (the control) or new variation. The metric used to measure success was the download rate; the number of people who downloaded the file divided by the number of people who saw that particular web design. Results of the experiment yielded the following:

d. Compute the percentage of downloads for the original web design and the new web design.

e. Construct a bar chart of the percentage of downloads for the original web design and the new web design.

f. what conclusions can you reach concerning the original web design and the new web design?

g. Compare your conclusions in $\left(\text{f}\right)\text{with}\text{those}\text{in}\left(\text{c}\right)\text{.}$

web designers next next test two factors simultaneously-the call-to-action button and the new page design. Every visitor to the web page was randomly shown one of the following.

Old call-to-action button with original page design

New call-to-action button with original page design

Old call-to-action button with new page design

New call-to-action button with new page design

Again, the metric used to measure success was the download rate: the number who download the file number who saw that particular call-to-action button and web design. Results of the experiment yields the following:

h. Compute the percentage of downloads for each combination to call-to-action button the web design.

i. What conclusions can you reach concerning the original call to action button and the new call to action and the original web design and the new web design?

j. Compare your conclusions in $\left(\text{i}\right)\text{with}\text{those}\text{in}\left(\text{c}\right)\text{and}\left(\text{g}\right).$