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A/B Testing: Analyzing Web Experiment Results

This document provides an overview of an A/B test case study. The case study examines a digital experiment on a company's website to test whether a more modern user interface and prompts would make clients more comfortable completing the registration process. The objectives are to analyze how clients interact with the new process compared to the old one, and to evaluate how the new process performed. Data from the A/B test spanning March 15 to April 30, 2017 is available to analyze and answer business questions regarding the hypothesis and objectives.

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Nicole Angulo
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7 views7 pages

A/B Testing: Analyzing Web Experiment Results

This document provides an overview of an A/B test case study. The case study examines a digital experiment on a company's website to test whether a more modern user interface and prompts would make clients more comfortable completing the registration process. The objectives are to analyze how clients interact with the new process compared to the old one, and to evaluate how the new process performed. Data from the A/B test spanning March 15 to April 30, 2017 is available to analyze and answer business questions regarding the hypothesis and objectives.

Uploaded by

Nicole Angulo
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

A / B Testing

CONTENTS

01. Intro

02. Case Study

03. Analysis

04. Results
Intro

What is A/B
Testing
Case Study: Scenario
Setting
You are a newly hired junior analyst

Business An experiment was designed as an A/B test with a measurement period of 3/15/2017 –
4/30/2017

Case The experiment is a digital experiment on a website that your company uses

Scenario
The users/customers go on the website to register for the company’s services

Data is available at your disposal. Understand the data, hypothesis tested, and the business
objectives

Analyze the data and answer the business problems posted by the senior management
Case Study: Objectives
Hypothesis
a more modern UI and prompts would make clients feel more comfortable with the process

Hypothesis Clients would complete the new process at a higher rate

And Objectives
Objectives How do clients interact with the process differently?

How did the new process perform?


Case Study: Data

• Data set 1 (df_final_demo) contains client

Available Data
demographic information

• Data set 2 (df_final_web_data) contains web hit


level web activity (split into 2 parts: pt_1 and
pt_2)

• Data set 3 (df_final_experiment_clients) contains


a list of clients and indicates whether they were a
part of the experiment

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