REG : W132/G/12644/24

COURSE CODE : WAB 2209

COURSE NAME : STATISTICAL COMPUTING 1

PROBLEM DEFINITIION.

E-news express suspects that the current landing page is not engaging enough which may be causing fewer people to subscribe

DATA BACKGROUND.

The data science team carried out a test by randonmly selecting 100 users and spliting them into two groups(treatment and controll).

DATA CONTENTS.

The dataset has 100 observations and 6 variables. The 6 variables include: user_id , group,landing_page, time_spent_on_the_page,converted,language _preffered.

1)UNIVARIATE ANALYSIS.

Users in the treatment group spent more time in the landing The prefered language are in different categories that includes English,Spanish,French Slightly more users chose Spanish and French at 34 each compared to English at 32 Converted variable shows fewer overall subscribers indicating low naturall conversion rates.

2)BIVARIATE ANALYSIS.

a)The language preffered varied slightly by conversion patterns as as many ussers who prefferd english got converted compered to thos who did not, those who preffered french were less converted as compered to those who did not and also comparing to those who preffered spain who were more slightly converted b)Many users who spent more time on the page got converted as compered to those who did not C)Conversations are seen to be slightly more on the treatment group

2)Insights based on EDAKey meaningful observations on individual variables and the relationship between variables.

a)Insights from individual variables.

i.The dataset has three preffered languages that is English,Spain and French english being the most preffered language by the users. ii.The data set has two groups, treatment group and control group.All the groups have the same nomber of ussers making comparison easy. iii.There are no missing values detected in the dataset.

b)Insights from reletionship between variables.

i.Many users averagly spend more time on the new landing page than the old landing page. ii.users who spent more time on landing page are more likely to be converted than the users who spent less time on landing page. iii.The treatment group had high conversin rate while the control group had lower conversion rate. Upon performing visual analysis of the boxplot the median of the new landing page is higher the old landing page which simply means users spend more time in the new landing page and less in the old landing page.

3)HYPOTHESIS TEST.

a)Is the conversion rate (the proportion of users who visit the landingpage and get converted) for the new page greater than the conversion rate for the old page? The p-value (0.0273) is less than significance level (0.05) impling that of the difference in conversion rate is statistically significant.Therefore reject the null hypothesis.Hence we conclude that the new landing page converts users at a higher rate than old landing page. Upon performing visual analysis by plotting a bar chat,it showed that there is a significant difference between the height of the new landing page and the old landing page . b)Does the converted status depend on preffered language? The p-value is 0.0273 which is less than significance level of 0.05,hence you reject the null hypothesis.This clearly implies that the converted status depends on preferred language as there is a statistical significant evidence that converted status significantly depends on language. c)Is the mean time spent on the new page same for the different language users? The mean time spent on the new page is the same for all languages while the mean time differs by language hence the p-value now is greater than significance level,we fail to regect null hypothesisas the time taken is similar in all the language groups.

3)SOLUTION.

The company’s design team has researched and created a new landing page that has a new outline and more relevant content as compared to the old landing page. Forn the testing of the effectiveness of the new landing page and gathering new subscribers, the Data Science team carried out an experiment by randomly selecting 100 users and dividing them equally into two groups. The existing landing page was served to the first group (control group) and the new landing page to the second group (treatment group). Data regarding the interaction of users in both groups with the two versions of the landing page was collected and examined.

  1. CONCLUSION

More users viewed and averagly spent more time on the new landing page as compared to those who viewed the old landing page hence clearly showing that the new landing page hass a better performance than in both engagment and conversion than the old landing page. The most used languages by those who were converted while viewing new landing page were English and Spanish, therefore putting this new design into action is likely to help the E-news express improve their user experience.

5)BUSINESS RECOMMENDATIONS.

a)Using the insights, improve other sections of the website. b)Consider removing the old landing page as less users in it converted and permanently implement the new landing page as it improves conversion. c)There is a strong relation between time spent and conversion therefore there should be regular monitoring of the user behaviour. d)The page works equally well for all languages, there should be same content across all languages.

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