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"
## [1] "Number of users who checked product pages and spent >30 seconds browsing: 150"

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

How many purchases people made?

##                     One_Purchase One_Purchase_Pct Two_Purchases
## More than 60s Users           39         33.05085            78
## More than 30s Users           58         38.66667            91
##                     Two_Purchases_Pct More_Than_Two More_Than_Two_Pct
## More than 60s Users          66.10169             1         0.8474576
## More than 30s Users          60.66667             1         0.6666667
##                     Total_Users
## More than 60s Users         118
## More than 30s Users         150

data pattern: How many purchased product’s clinical results are seen. (Product-Level Analysis)

## === Analysis for >60s Users ===
## Total purchases with claims: 54 
## → Clinical image seen: 12 ( 22.22 % )
## → Clinical result seen: 2 ( 3.7 % )
## → Any clinical info seen: 14 ( 25.93 % )
## === Analysis for >30s Users ===
## Total purchases with claims: 64 
## → Clinical image seen: 12 ( 18.75 % )
## → Clinical result seen: 2 ( 3.12 % )
## → Any clinical info seen: 14 ( 21.88 % )

data pattern: How many people checked at clinical result text or image when it is present. (User-Level Analysis)

## 
## === Treatment group ( 60  users) ===
## Viewed clinical result/image: 19 
## Proportion: 31.67 %
## 
## === Treatment group ( 76  users) ===
## Viewed clinical result/image: 19 
## Proportion: 25 %
## 
## === Summary Statistics for >60s Users ===
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##    1.00    2.00    3.00    3.53    4.00   18.00 
## Standard Deviation: 2.82

## 
## === Summary Statistics for >30s Users ===
##    Min. 1st Qu.  Median    Mean 3rd Qu.    Max. 
##   1.000   2.000   2.000   3.094   4.000  18.000 
## Standard Deviation: 2.65

Proportion that choose Group I product

## 
## === Treatment Analysis for >60s Users ===
## # 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

## 
## === Treatment Analysis for >30s Users ===
## # 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     122             0.508           0.502          0.0454    0.418
## 2 Treatment   118             0.542           0.500          0.0461    0.451
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = -0.52817, df = 237.78, p-value = 0.5979
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.16164790  0.09329558
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5081967               0.5423729

## Sample size needed per group for >60s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 1805.917
##              p1 = 0.5102041
##              p2 = 0.556701
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group
## Sample size needed per group for >30s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 3350.158
##              p1 = 0.5081967
##              p2 = 0.5423729
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group

Proportion that choose Group I product - first choice

## 
## === First-Purchase Treatment Analysis for >60s Users ===
## # 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

## 
## === First-Purchase Treatment Analysis for >30s Users ===
## # 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      73             0.548           0.501          0.0587    0.431
## 2 Treatment    76             0.526           0.503          0.0577    0.411
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = 0.26298, df = 146.79, p-value = 0.7929
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.1409097  0.1841685
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5479452               0.5263158

## Sample size needed per group for >60s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 6954.243
##              p1 = 0.5263158
##              p2 = 0.55
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group
## Sample size needed per group for >30s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 8341.146
##              p1 = 0.5479452
##              p2 = 0.5263158
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group

Treatment effect for those users that have at least seen clinical image/results once

## 
## === Clinical Info Filtered Analysis for >60s Users ===
## # 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    32             0.688           0.471          0.0832    0.518
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = -1.8184, df = 55.864, p-value = 0.07437
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.37262691  0.01803508
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5102041               0.6875000

## 
## === Clinical Info Filtered Analysis for >30s Users ===
## # 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     122             0.508           0.502          0.0454    0.418
## 2 Treatment    32             0.688           0.471          0.0832    0.518
## # ℹ 1 more variable: ci_upper <dbl>
## 
##  Welch Two Sample t-test
## 
## data:  treatment_pa by Group
## t = -1.8904, df = 51.07, p-value = 0.06438
## alternative hypothesis: true difference in means between group Control and group Treatment is not equal to 0
## 95 percent confidence interval:
##  -0.36971077  0.01110422
## sample estimates:
##   mean in group Control mean in group Treatment 
##               0.5081967               0.6875000

## Sample size needed per group for >60s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 118.7819
##              p1 = 0.5102041
##              p2 = 0.6875
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group
## Sample size needed per group for >30s users:
## 
##      Two-sample comparison of proportions power calculation 
## 
##               n = 116.207
##              p1 = 0.5081967
##              p2 = 0.6875
##       sig.level = 0.05
##           power = 0.8
##     alternative = two.sided
## 
## NOTE: n is number in *each* group

Loterry choice

## === First Choice Analysis for >60s Users ===
## Proportion of lottery_choice = 1 (Keep the product): 0.1724 ( 17.24 %)
## === First Choice Analysis for >30s Users ===
## Proportion of lottery_choice = 1 (Keep the product): 0.2177 ( 21.77 %)

Check the browsing pattern

## 
## === Browsing Behavior Summary for >60s Users ===
## → Checked ingredients text: 18.8 %
## → Checked product reviews: 50.43 %
## → Clicked 'Show More' button: 17.09 %
## → Clicked 'How to Use' button: 5.13 %
## → Viewed clinical image: 13.68 %
## → Viewed clinical result: 2.56 %
## 
## === Browsing Behavior Summary for >30s Users ===
## → Checked ingredients text: 14.77 %
## → Checked product reviews: 41.61 %
## → Clicked 'Show More' button: 14.09 %
## → Clicked 'How to Use' button: 4.03 %
## → Viewed clinical image: 10.74 %
## → Viewed clinical result: 2.01 %

Compare the purchased product characteristic

## 
## === Group Comparison (First Purchase) for >60s Users ===
##                  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
## 
## === Group Comparison (First Purchase) for >30s Users ===
##                  Control.Control Treatment.Treatment Difference.Treatment
## claim_benchmark           4.6197              4.5921              -0.0276
## lottery_binary            0.1972              0.2368               0.0397
## avg_awareness_pa          9.7512              9.1301              -0.6211
## avg_loyalty_pa            5.9306              5.7992              -0.1314
## avg_quality_pa            7.0480              6.9483              -0.0997
## Rating                    4.3865              4.4364               0.0499
## Reviews                1048.1644            958.6974             -89.4670
## h_price                  55.8630             56.5132               0.6501
## treatment_pa              0.5479              0.5263              -0.0216
##                  p_value
## claim_benchmark   0.9005
## lottery_binary    0.5626
## avg_awareness_pa  0.1831
## avg_loyalty_pa    0.2437
## avg_quality_pa    0.1914
## Rating            0.1191
## Reviews           0.6440
## h_price           0.8141
## treatment_pa      0.7929
## 
## === Group Comparison (All Purchases) for >60s Users ===
##                  Control.Control Treatment.Treatment Difference.Treatment
## claim_benchmark           4.5417              4.5464               0.0047
## lottery_binary            0.1667              0.1753               0.0086
## avg_awareness_pa          8.9447              9.0021               0.0574
## avg_loyalty_pa            5.7456              5.7524               0.0069
## avg_quality_pa            6.9280              6.9348               0.0068
## Rating                    4.4427              4.4380              -0.0048
## Reviews                 838.8980            735.2680            -103.6299
## h_price                  54.7857             57.0103               2.2246
## treatment_pa              0.5102              0.5567               0.0465
##                  p_value
## claim_benchmark   0.9802
## lottery_binary    0.8749
## avg_awareness_pa  0.8779
## avg_loyalty_pa    0.9408
## avg_quality_pa    0.9133
## Rating            0.8728
## Reviews           0.4749
## h_price           0.3406
## treatment_pa      0.5177
## 
## === Group Comparison (All Purchases) for >30s Users ===
##                  Control.Control Treatment.Treatment Difference.Treatment
## claim_benchmark           4.5966              4.6017               0.0051
## lottery_binary            0.2017              0.2119               0.0102
## avg_awareness_pa          9.1922              9.1206              -0.0715
## avg_loyalty_pa            5.7998              5.7894              -0.0105
## avg_quality_pa            6.9641              6.9579              -0.0063
## Rating                    4.4449              4.4443              -0.0007
## Reviews                 883.4754            796.0763             -87.3991
## h_price                  55.8934             56.9407               1.0472
## treatment_pa              0.5082              0.5424               0.0342
##                  p_value
## claim_benchmark   0.9762
## lottery_binary    0.8473
## avg_awareness_pa  0.8393
## avg_loyalty_pa    0.9048
## avg_quality_pa    0.9141
## Rating            0.9797
## Reviews           0.5029
## h_price           0.6219
## treatment_pa      0.5979

Among people in the treatment group, do those who purchased products and saw any of their clinical claims rate the claim’s credibility higher than those who purchased but didn’t see the claims? - Yes, but not significantly

## 
## === User-Level Claim Benchmark vs. Clinical Seen (Treatment Only) - >60s Users ===
## 
##  Welch Two Sample t-test
## 
## data:  claim_benchmark_user by clinical_seen_user
## t = -0.72779, df = 32.852, p-value = 0.4719
## alternative hypothesis: true difference in means between group 0 and group 1 is not equal to 0
## 95 percent confidence interval:
##  -0.7117398  0.3367398
## sample estimates:
## mean in group 0 mean in group 1 
##        4.479167        4.666667 
## 
## Kolmogorov-Smirnov test for distribution difference:
## 
##  Exact two-sample Kolmogorov-Smirnov test
## 
## data:  user_level$claim_benchmark_user[user_level$clinical_seen_user == 0] and user_level$claim_benchmark_user[user_level$clinical_seen_user == 1]
## D = 0.1875, p-value = 0.4833
## alternative hypothesis: two-sided
## 
## [1] "Group-level summary statistics:"
##   clinical_seen_user claim_benchmark_user.mean claim_benchmark_user.sd
## 1                  0                  4.479167               1.2202125
## 2                  1                  4.666667               0.6513389
##   claim_benchmark_user.n
## 1                     48
## 2                     12

## 
## === User-Level Claim Benchmark vs. Clinical Seen (Treatment Only) - >30s Users ===
## 
##  Welch Two Sample t-test
## 
## data:  claim_benchmark_user by clinical_seen_user
## t = -0.36129, df = 29.251, p-value = 0.7205
## alternative hypothesis: true difference in means between group 0 and group 1 is not equal to 0
## 95 percent confidence interval:
##  -0.5895750  0.4124917
## sample estimates:
## mean in group 0 mean in group 1 
##        4.578125        4.666667 
## 
## Kolmogorov-Smirnov test for distribution difference:
## 
##  Exact two-sample Kolmogorov-Smirnov test
## 
## data:  user_level$claim_benchmark_user[user_level$clinical_seen_user == 0] and user_level$claim_benchmark_user[user_level$clinical_seen_user == 1]
## D = 0.18229, p-value = 0.5178
## alternative hypothesis: two-sided
## 
## [1] "Group-level summary statistics:"
##   clinical_seen_user claim_benchmark_user.mean claim_benchmark_user.sd
## 1                  0                  4.578125               1.2574185
## 2                  1                  4.666667               0.6513389
##   claim_benchmark_user.n
## 1                     64
## 2                     12

Among all people, do those who purchased products and saw any of their clinical claims rate the claim’s credibility higher than those who purchased but didn’t see the claims? - Only slitely higher

## 
## === Comparing Treatment Users Who Saw Clinical Info on Purchases vs. All Others - >60s Users ===
## 
##  Welch Two Sample t-test
## 
## data:  claim_benchmark_user by group
## t = -0.59197, df = 25.095, p-value = 0.5592
## alternative hypothesis: true difference in means between group Other and group Seen is not equal to 0
## 95 percent confidence interval:
##  -0.6172202  0.3415792
## sample estimates:
## mean in group Other  mean in group Seen 
##            4.528846            4.666667 
## 
## Kolmogorov-Smirnov test:
## 
##  Exact two-sample Kolmogorov-Smirnov test
## 
## data:  compare_df$claim_benchmark_user[compare_df$group == "Other"] and compare_df$claim_benchmark_user[compare_df$group == "Seen"]
## D = 0.21474, p-value = 0.2837
## alternative hypothesis: two-sided
## 
## [1] "Summary statistics:"
## # A tibble: 2 × 4
##   group  mean    sd     n
##   <chr> <dbl> <dbl> <int>
## 1 Other  4.53 1.40    105
## 2 Seen   4.67 0.651    12

## 
## === Comparing Treatment Users Who Saw Clinical Info on Purchases vs. All Others - >30s Users ===
## 
##  Welch Two Sample t-test
## 
## data:  claim_benchmark_user by group
## t = -0.30057, df = 21.035, p-value = 0.7667
## alternative hypothesis: true difference in means between group Other and group Seen is not equal to 0
## 95 percent confidence interval:
##  -0.5278790  0.3945457
## sample estimates:
## mean in group Other  mean in group Seen 
##            4.600000            4.666667 
## 
## Kolmogorov-Smirnov test:
## 
##  Exact two-sample Kolmogorov-Smirnov test
## 
## data:  compare_df$claim_benchmark_user[compare_df$group == "Other"] and compare_df$claim_benchmark_user[compare_df$group == "Seen"]
## D = 0.21296, p-value = 0.285
## alternative hypothesis: two-sided
## 
## [1] "Summary statistics:"
## # A tibble: 2 × 4
##   group  mean    sd     n
##   <chr> <dbl> <dbl> <int>
## 1 Other  4.6  1.37    137
## 2 Seen   4.67 0.651    12

Missed clinical exposures

## 
## === Clinical Exposure Summary for >60s Users ===
## → Number of interactions with claims AND NO clinical info seen: 87 
## → Number of interactions with claims AND clinical info seen: 25 
## → Proportion seen (seen / (missed + seen)): 22.32 %
## 
## === Clinical Exposure Summary for >30s Users ===
## → Number of interactions with claims AND NO clinical info seen: 97 
## → Number of interactions with claims AND clinical info seen: 25 
## → Proportion seen (seen / (missed + seen)): 20.49 %