How to Analyze A/B Tests Results?
What is A/B tests? Imagine that you are running an e-commerce platform which is an otter plush specialty store. You find that around 20% of users cancel the transactions in the very last step of the checkout flow (Figure. 1-A). To improve the checkout completion rate, you come up with an idea that adding an adorable otter image (Figure. 1-B), which assumes that visual stimulates users to have stronger desire of purchase....