Anna is the owner of an online sporting goods company, Unique Sports, that features a wide assortment of specialty sporting goods. She launched her website two years ago and she has seen fairly consistent traffic over the past year ranging from 680 to 725 sessions per month. Unfortunately, she has yet to achieve her goal of reaching 1,000 visits per month.

Anna has decided to run a series of A/B tests on her homepage to determine whether changing her featured product, call to action, headline, or color scheme could improve the performance of her website and her business. A/B testing allows Anna to change one element on the homepage and compare the results to the control (initial version of the webpage). Ultimately, Anna would like to increase her consumer's engagement with her content as well as her website's average transaction to increase profitability.

The goal of this activity is to evaluate website homepage design changes using web analytics.

Recall that an important site stickiness metric is the Average Time per Monthly User (minutes) = Average Visits per Unique Monthly Visitor X Average Time Spent Per Visit (minutes)

Refer to the formula above and the spreadsheet provided to help answer the questions that follow. You might find it helpful to have a piece of scrap paper and pencil handy to record your findings.

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	Control	Test 1: Updated Featured Product	Test 2: Updated Call to Action	Test 3: Updated Headline	Test 4: Updated Color Scheme
Sessions (visits)	700	945	1,015	875	630
Unique monthly visitors (users)	525	803	792	613	454
% New visitors	33%	56%	67%	42%	38%
% Returning visitors	67%	44%	33%	58%	62%
Page views	1,385	1,985	2,250	1,844	1,090
Page views per session	2.0	2.7	3.1	2.1	1.3
Average visits per unique monthly visitor	1.33	1.18	1.28	1.43	1.39
Average time spent per visit (minutes)	1.8	3.4	3.5	2.4	1.6
Average time spent per unique monthly visitor (minutes)	2.4	4.0	4.5	3.4	2.2
Bounce rate (visits lasting only one page)	67%	42%	35%	56%	72%
Conversion rate - product page	17%	54%	65%	44%	24%
Conversion rate - view product video	15%	45%	57%	33%	14%
Conversion rate - purchase	4%	9%	13%	7%	2%
Average transaction	$41	$56	$67	$51	$43

1. In the updated color scheme test, the bounce rate indicates that _______.

(Click to select)  the new color scheme for the homepage is more successful than the existing color scheme.  customers are more likely to make a purchase after seeing the new homepage color scheme as compared to the homepage with the existing color scheme.  page views per session for the new color scheme should be higher than the control.  More than 7/10 visitors leave Unique Sport's homepage without viewing additional pages, reducing the likelihood of a purchase and resulting in a 2% purchase conversion rate.  the updated color scheme test has the fewest number of consumers leaving the website after viewing only one page.

2. Comparing the four test conditions against the control, which of the homepages was the most successful?

(Click to select)  Updated call to action  The control  Updated heading  Updated color scheme  Updated featured product

3. Anna feels that she needs to increase the average time spent per unique monthly visitor to help her reach her transaction (purchase goals). What should Anna do to increase this metric the most?

(Click to select)  Increase the number of visits per unique monthly visitor and increase the average time spent per visit.  Increase the number of unique monthly visitors.  Increase the number of sessions.  Decrease the number of visits per unique monthly visitor and increase the average time spent per visit.  Decrease the number of visits per unique monthly visitor and decrease the average time spent per visit.

4. Anna notices that the average time spent per unique monthly visitor in minutes is quite a bit higher in the updated featured product condition as compared to the control. How can this result be explained?

(Click to select)  In the updated featured product condition, consumers visit the website less frequently, and when they do visit they spend less time.  In the updated featured product condition, fewer unique visitors visit the website, and when they do visit they spend less time.  In the updated featured product condition, consumers visit the website more frequently, but when they do visit they spend less time.  In the updated featured product condition, consumers do not visit the website as frequently, but when they do visit they stay longer.  In the updated featured product condition, consumers visit the website more frequently, and when they do visit they stay longer.

5. In the updated call to action test, how does consumer behavior differ from the control?