ITSS4352_Assignment10- Arsh D.

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University of Texas, Dallas *

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6301

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Computer Science

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Apr 3, 2024

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ITSS4352 Homework Assignment #10 Answer the following questions using at least a 12-point font and upload your completed homework to Blackboard. Arsh Durrani 1. (10pts) What is A/B testing? A way of comparing 2 versions of a webpage or an app – an original and a variation to see how users interact 2. (10pts) Define control, and variant in A/B testing. Control - The original (current) state of the website or app element; it remains constant Variant - The change(s) that are being evaluated for a website or app (element) 3. (20pts) Why is A/B testing important? • It helps us learn what areas of a website or app need to remain or be updated • It helps us to evaluate potential changes to user experience without making actual changes on the website or app to gain insights • Provides an understanding of certain user experience elements 4. (15pts) List the three possible outcomes of an A/B test. • Positive outcomes, such as an improvement in conversion rate • Negative outcome • Null (no change) 5. (15pts) List the steps in the A/B testing process? Steps in the A/B Testing Process- 1. Collect Data 2. Identify Goals 3. Generate Hypothesis 4. Create Variations 5. Run Experiment 6. Analyze Results 6. (30pts) Give an example of a control (15pts), and a variant (15pts) in A/B testing. An example of a control and variant in A/B testing would be Amazon’s shopping cart function. Amazon’s original shopping cart function (the control) required a multi-step process to checkout and place an order. Through A/B testing, Amazon was able to create a new 1-step checkout process (the variant) which is currently utilized, allowing for easier, more efficient shopping. Additionally, Amazon used extensive user insights and website data, their maximum possible potential to match their users’ expectations.

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