Testing What Converts

Project Overview

As part of my graduate coursework in Experimental Design and Analysis in Marketing, I conducted a simulated A/B test analysis for NewsNow, an online news portal seeking to improve subscriber conversions through a redesigned landing page.

The course focused on developing practical skills in behavioral research, experimental design, and applied statistical analysis—tools essential to understanding how consumer behavior interacts with marketing interventions.


The Scenario

NewsNow hypothesized that its declining subscription rates were due to low engagement with its current landing page. A new version of the landing page was created, and 100 users were randomly assigned to view either the old (control group) or the new (treatment group) page. Our task was to determine whether the new design led to a statistically significant improvement in conversions.


My Role & Approach

I led the full analysis from start to finish, including:

  • Running descriptive statistics to understand engagement patterns
  • Applying hypothesis testing (independent samples t-test and Chi-square test) to evaluate conversion differences
  • Using JASP for statistical outputs, then building executive-facing visualizations in Excel
  • Presenting the business insights in a 5-slide deck tailored for a C-suite audience

My focus was not just on statistical correctness, but on translating that analysis into insights executives could act on quickly.


Key Business Insight

The new landing page led to longer time-on-page and a higher conversion rate — a statistically significant improvement at the 5% level. This provided clear support for adopting the redesigned version across the site.


Why This Matters

This project exemplifies the skillset I bring to marketing and research teams:

  • Experimental design expertise for consumer behavior testing
  • Data analysis fluency using tools like JASP and Excel
  • Strategic thinking grounded in business impact
  • Communication skills to distill technical findings into executive-ready visuals


It also reflects my ability to execute high-quality work independently under real-world constraints — the kind of problem-solving and insight-generation that drives smarter marketing decisions.

Mobile phone displaying presentation slide about subscription decisions and reader motivation research.
A business presentation slide showing A/B test hypothesis components with a digital interface design and sunset background.
A blue infographic showing three sections titled 'Research Assignment', 'Concept Page Wiki' and 'Statistics' with test icons.
A simple bar graph showing increasing conversion rates with a yellow color scheme and red grid background pattern.
A graph comparing time spent on old versus new webpage showing error bars and statistical significance analysis.
A business document showing recommendations and key metrics with red header text reading 'What Should NewsNow Do Next?'.