Registration Number: W132/G/12638/24

Course Code: WAB2209

Course Name: Statistical Computing

BUSINESS PROBLEM.

Decline in new monthly subscribers compared to the past year because the current webpage is not designed well enough in terms of the outline & recommended content to keep customers engaged long enough to decide to subscribe.

SOLUTION APPROACH.

The design team of the company has researched and created a new landing page that has a new outline & more relevant content compared to the old page. To test the effectiveness of the new landing page in gathering new subscribers, the Data Science team experimented 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.

DATA BACKGROUND AND CONTENTS.

The dataset is from a Data Science team experimenting 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.

The dataset has 100 rows and 6 columns.

The 6 columns include: user_id , group,landing_page, time_spent_on_the_page,converted,language _preffered.

UNIVARIATE ANALYSIS.

Users were equally distributed in each group

Most users prefer to use Spanish and french compared to english

Most users got converted to a subscriber of the news portal,54 than those who did not,46

BIVARIATE ANALYSIS.

Most users got converted to the subscriber of the news portal,54 compared to those who did not,46.

Many users in the treatment group tend to get converted while control group tend not to

Many users using french tend to not get converted compared to those using english and spanish

Most users spend more time on the new landing page,6.2232 minutes than the old landing page,4.5324 on average

INSIGHTS

Most users use spanish and english when viewing landing page

Most users subscribed to the subscriber of the news portal

Most users in the treatment group spend more time on the landing page on average

Converted users spend more time on the landing page on average

No missing values and duplicates were detected

OBJECTIVE

Many users spend more time on the new landing page averagely at 6.2232 minutes than the old landing page at 4.5324 minutes on average.

Visual Analysis

After plotting a boxplot which clearly shows that the distribution of new landing paged is higher than the of old landing page hence proving users spend more time there

CONCLUSIONS.

Users who viewed new landing page spent more time on average compared to those who viewed old page

English and Spanish were the most used languages by users who were converted when viewing landing page

Many users in the control group did not get converted to the new page

BUSINESS RECOMMENDATIONS.

Use new landing page as the main page for all users since users spend more time on average there.

English and spanish users are more likely to convert, hence consider marketing efforts of these languages more to increase conversion

Most of the users in the control group did not get converted hence consider removing the old page to improve conversion

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