How many people clicked product detail page

## [1] "Number of users that checked product detail page: 164"
## [1] "Percentage of users that checked product detail page: 0.987951807228916"

How long do people spend on the shopping task? (all users)

## [1] "Summary of browsing time (seconds):"
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##    8.00   54.25  137.50  223.82  292.00 1338.00
## [1] "Detailed statistics:"
##       mean median       sd min  max   n
## 1 223.8193  137.5 242.4108   8 1338 166

## [1] "Number of users who checked product pages and spent >60 seconds browsing: 118"

Data Description for users who checked product pages and spent >60 seconds browsing

How many choices people made?

## Number of people who made one choice: 39 ( 33.05 %)
## Number of people who made two choices: 78 ( 66.1 %)
## Number of people who made more than two choices: 1 ( 0.8475 %)
## Total number of unique users: 118

data pattern: How many checked at clinical result text or image when it is present (for those product that is chosen, for selected users)

There are 54 chosen product have clinical claims (51/195 = 26%) Out of these 54 products: - 12 products’ clinical image are seen - 2 products’ clinical result text are seen - 25.93%

## [1] 54
## How many chosen product's clinical image is checked out: 12 ( 22.22 %)
## How many chosen product's clinical results is checked out: 2 ( 3.7 %)
## How many chosen product's clinical results/images is checked out: 14 ( 25.93 %)

data pattern: How many checked at clinical result text or image when it is present (for selected users)

## Proportion of people who checked the product page: 117 out of 117 ( 100 %)
## Of people in the treatment group who checked product pages, 19 out of 60 ( 31.67 %) also viewed clinical results/images
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##    1.00    2.00    3.00    3.53    4.00   18.00
## Standard Deviation: 2.82

Proportion that choose Group I product (with claim in treatment condition)

## # A tibble: 2 × 7
##   Group         n mean_treatment_pa sd_treatment_pa se_treatment_pa ci_lower
##   <chr>     <int>             <dbl>           <dbl>           <dbl>    <dbl>
## 1 Control      98             0.510           0.502          0.0508    0.409
## 2 Treatment    97             0.557           0.499          0.0507    0.456
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = -0.64811, df = 193, p-value = 0.5177
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.1879961  0.0950022
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5102041               0.5567010

The sample size needed for each group is 5000

## # A tibble: 2 × 7
##   Group         n mean_treatment_pa sd_treatment_pa se_treatment_pa ci_lower
##   <chr>     <int>             <dbl>           <dbl>           <dbl>    <dbl>
## 1 Control      57             0.526           0.504          0.0667    0.393
## 2 Treatment    60             0.55            0.502          0.0648    0.420
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = -0.2547, df = 114.64, p-value = 0.7994
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.2078824  0.1605139
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5263158               0.5500000

### The sample size needed for each group is 139 when only use the first choice

For selected user (clicked product detail page + browsing time > 120s)

## Proportion of lottery_choice = 1: 0.1724 ( 17.24 %)

Check the browsing product characteristic

## Percentage of users who checked ingredients at least once: 18.8 %
## Percentage of users who checked product reviews at least once: 50.43 %
## Percentage of users who clicked show more button at least once: 17.09 %
## Percentage of users who checked how to use button at least once: 5.13 %

Compare the selected product characteristic

##                  Control.Control Treatment.Treatment Difference.Treatment
## claim_benchmark           4.5714              4.5167              -0.0548
## lottery_binary            0.1607              0.1833               0.0226
## avg_awareness_pa          9.5296              8.9153              -0.6143
## avg_loyalty_pa            5.9030              5.7401              -0.1630
## avg_quality_pa            7.0081              6.9053              -0.1027
## Rating                    4.3777              4.4342               0.0566
## Reviews                1014.8772            879.1833            -135.6939
## h_price                  54.9123             55.7667               0.8544
## treatment_pa              0.5263              0.5500               0.0237
##                  p_value
## claim_benchmark   0.8290
## lottery_binary    0.7494
## avg_awareness_pa  0.2227
## avg_loyalty_pa    0.1830
## avg_quality_pa    0.2240
## Rating            0.1225
## Reviews           0.5433
## h_price           0.7809
## treatment_pa      0.7994

Do people who choose the product with clinical cliams in the treatment group also rate the claim credibility higher? - No difference

## [1] "T-test results for difference in claim_benchmark scores:"
## 
##  Welch Two Sample t-test
## 
## data:  claim_benchmark by product_with_claim
## t = -0.090394, df = 91.669, p-value = 0.9282
## alternative hypothesis: true difference in means between group 0 and group 1 is not equal to 0
## 95 percent confidence interval:
##  -0.4748838  0.4335401
## sample estimates:
## mean in group 0 mean in group 1 
##        4.534884        4.555556

## [1] "Kolmogorov-Smirnov test for distribution difference:"
## 
##  Exact two-sample Kolmogorov-Smirnov test
## 
## data:  treatment_data$claim_benchmark[treatment_data$product_with_claim == 0] and treatment_data$claim_benchmark[treatment_data$product_with_claim == 1]
## D = 0.076658, p-value = 0.7411
## alternative hypothesis: two-sided
## [1] "Group statistics:"
##   product_with_claim claim_benchmark.mean claim_benchmark.sd claim_benchmark.n
## 1                  0             4.534884           1.098675         43.000000
## 2                  1             4.555556           1.143755         54.000000