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A/B testing is a method used to compare two versions of a webpage to determine which one performs better in terms of a specific metric, in this case, the click-through rate (CTR). The two versions are referred to as the control (A) and the treatment (B).
To determine if the change in the click-through rate is statistically significant, we follow these steps:
Define Hypotheses:
Select a Significance Level (α):
Random Assignment and Data Collection:
Calculate CTR for Each Group:
Conduct a Statistical Test:
Decision Rule:
Statistical significance does not always imply practical significance. Evaluate the business impact of the observed difference:
By following these steps, you can determine whether the redesign of the landing page has led to a statistically significant improvement in the click-through rate and assess its practical implications for your business objectives.