A/B testing allows businesses 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 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:
Variations _____________________Downloads ________________Visitors
Original call to action button...............351................................ 3,642
New call to action button....................485................................ 3,556
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 then create a new page design for a 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:
Variations _______________Downloads ________________Visitors
Original web design ................305 ................................3,427
New web design ....................353 ................................3,751
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 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 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).

Call-to- Action Page ButnDesign Downloaded Declined Total Original Oiginal NewOiginal Original New New Total 83 137 95 917 1,000 863 1,000 905 1,000 830 New 1,000 485