Question: The research team for a web retailer decided to test two alternative landing pages from a paid search campaign on Google. They measured the current
The research team for a web retailer decided to test two alternative landing pages from a paid search campaign on Google. They measured the current page analytics for a two-week period and then turned on the new landing page for the next two weeks. The results found a 5.7% conversion rate from the old landing page design and an 8.4% conversion rate from the new landing page. The manager has asked for your help in interpreting whether to adopt the new page based on these results. What answer would you give her about the meaningfulness of the landing page test results based on the research design and what you know about A/B testing? Do you have enough information to make a recommendation about which page to use? If yes, what would you recommend and why? If no, why not and what would you want?
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