Presentation on an experiment that I conducted

1. Presentation about:
EXPERIMENTATION
Question: Cite at least one example of when your leadership had an impact on or changed a certain situation, and justify how an
IE Master’s Degree program would help you to strengthen or improve this competence.

2. 1
2
3
Home page
7,900 first time
visitors landed on the
website home page in
the last thirty days
Sign-in page
386out of 7,900
people navigated to the
sign-in page
Create
account page
82out of 7,900
people navigated to the
‘create account’ page
Home page Create account
Sign-in page
Problem
Only 1% of visitors
navigate to the ‘create
account’ page

3. Marketing Campaign
Increase marketing spend to promote
‘account creation’ on the website
My recommendation
Conduct A/B test to identify the
problem
A/B testing
Conduct A/B test to identify the
problem with the user behavior1 2
Options for solving the problem

4. Merging ‘sign in’ with ‘create account’
button will increase sign ups 1 Changing the text from ‘create account’
to ‘join’ will increase sign ups 2
Hypotheses
Home page’s heat map: Showing where
visitors click

5. Variants ‘create
account’
button merged
with ‘sign in’
button
Control version Variant 1

6. Result
Control version: Only
four people registered
Variant: 14 people
registered
Result: 250% increase in
registrations
Date range: 3 days

7. Benefits of competence in business analytics
• Knowledge of predictive modelling can
enable me to predict the result of A/B tests
without having to run tests every time
• Knowledge of lurking variables can enable
me to find out the effects of uncontrollable
variables on the experiment