- Why is it necessary to include a control in an experimental set-up? (You may want to perform an internet search to further research this topic). Now, pick your favorite website (and include a link to it in the write-up). Provide 3 examples of experiments you can conduct on that website. Tell me the following for each of your examples:

• What are you testing? (Here is my example using the www.UAB.edu . website: "I want to determine whether more people will click the 'Give' link if I move it to a button in the center of the whitespace at the top of the page")
• What is your control condition?
• What is your experimental condition?
• How would you measure this? (In my example, I would measure the number of clicks on the 'Give' link when people visit the original home page and compare that to the number of clicks on the 'Give' link when people visit my experimental version of the home page where I move the 'Give' link to a button in the center of the whitespace at the top of the page)

- Describe A/B testing and multivariate testing. What questions do these tests help to answer? Under which conditions would you use one testing method over the other? Provide pros and cons for each method.

- Clearly and thoroughly summarize the results of your test. What did you learn from this data? What changes will you make to " WWW.anaheimautoauction.net website, based upon these results? Do you think A/B testing is useful for web developers and analysts? Why?