ITPEC IP April 2023 Question 100
In an online service, a website with a newly created design and a website with a conventional design were run in parallel experimentally to compare them and find out the one that makes its users more likely to apply for paid services. Which of the following is the most appropriate technique used at this time?
Explanation
A/B test — running a new and a conventional design side by side and comparing which one gets more users to apply.
In an A/B test, visitors are split at random between version A (here the conventional design) and version B (the new design), both running over the same period. One measurable outcome, here the rate of applications for paid services, is compared, and the better version is adopted. Because the two groups of visitors are alike and the period is the same, the difference can be put down to the design.
Answer (a)
Why not others:
- •(b) ABC analysis — ranks items such as products by their share of sales, usually with a Pareto chart, to decide which to manage most closely
- •(c) Cluster analysis — groups data such as customers by similarity; it does not compare two versions in an experiment
- •(d) Regression test — re-tests software after a change to confirm that what worked before still works
Key rule: When two versions run in parallel and the one with the better measured result is chosen, the technique is an A/B test.
Business Strategy Management · AI-written, may contain errors
This question comes from an official ITPEC past paper. ITPEC Practice is an independent study tool and is not affiliated with ITPEC. See the official IP past-paper collection or Report an issue.