A/ B testing is a method used by businesses to test different designs and formats of a web page to determine if a new web page is more effective than a current web page. Web designers tested a new call to action button on its web page. Every visitor to the web page was randomly shown either the original call to action button (the control) or the 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 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 and the new call to action button? Web designers tested a new web design on its web page. Every visitor to the web page was randomly shown either the original web design (the control) or the 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 (f) with those in (c). Web designers now tested two factors simultaneously the ­call to action button and the new web design. Every visitor to the web page was randomly shown one of the following: Old call to action button with original web design New call to action button with original web design Old call to action button with new web design New call to action button with new web design Again, 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 call to action button and web design. Results of the experiment yielded the following:

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

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

j. Compare your conclusions in (i) with those in (c) and (g).

Download Visitors 3,642 3,556 Variations Original call to action button New call to action button 351 485 DawnkadsVihitors Variations Original web design New web design 305 353 3.427 3.751 Call to Action Web Button Desig Downloaded Declined Total 83 137 95 170 485 1,000 863 1,000 905 1,000 1,000 3,515 4,000 917 Oniginal Original New Original Original New New Total New 830