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Background Info A Visit is an instance of a person coming to a website A visitor is a person who conducts a visit on a
Background Info | |||||||
A "Visit" is an instance of a person coming to a website | |||||||
A "visitor" is a person who conducts a visit on a website | |||||||
An "Order" is an instance of someone making a purchase | |||||||
"Conversion rate" is defined as the number or orders per visit | |||||||
The home page of a web site can be "split" into two versions ("A" and "B") that have different characteristics (e.g. layout, products, etc.) | |||||||
These different versions can then be shown to different visitors on a random basis | |||||||
For example, 75% of visitors would see version A and 25% of visitors would see version B | |||||||
Scenario | |||||||
You are determining which home page version is the best choice for the site to maximize the number of orders. | |||||||
A two week split test was set up where visitors were randomly (but not necessarily equally) assigned to one home page or another, and the number of visitors to each homepage and the related orders were accurately recorded by day. | |||||||
The additional traffic on the 7th and 14th is due to some banner ads running on MSN on those particular days | |||||||
We have a 1 year contract with MSN, so we will continue to get this traffic | |||||||
Please be sure to look over the data carefully. | |||||||
Homepage Version A | Homepage version B | ||||||
Visits | Orders | Visits | Orders | ||||
06/04/07 | 9,622 | 923 | 3,579 | 341 | |||
06/05/07 | 6,902 | 628 | 3,750 | 309 | |||
06/06/07 | 6,263 | 618 | 3,413 | 330 | |||
06/07/07 | 20,181 | 1,161 | 4,017 | 225 | |||
06/08/07 | 5,009 | 483 | 2,435 | 222 | |||
06/09/07 | 3,446 | 311 | 1,860 | 152 | |||
06/10/07 | 4,031 | 375 | 1,732 | 158 | |||
06/11/07 | 10,036 | 937 | 3,332 | 304 | |||
06/12/07 | 6,557 | 600 | 3,446 | 304 | |||
06/13/07 | 6,417 | 629 | 3,346 | 321 | |||
06/14/07 | 19,584 | 1,275 | 3,836 | 242 | |||
06/15/07 | 5,363 | 481 | 2,572 | 215 | |||
Totals: | 103,410 | 8,420 | 37,319 | 3,125 | |||
Questions | |||||||
A) What is the overall conversion rate for Homepage version A? | |||||||
B) What is the overall conversion rate for Homepage version B? | |||||||
C) Which version of the home page would you recommend rolling out with to maximize the number of orders? | |||||||
D) What % more orders can you expect to get by using the version you answered in #3 above, vs the other version? | |||||||
E) What is a little strange about this data? Why is this happening? | |||||||
Please show all your analysis, and specify any assumptions you make. | |||||||
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