21 Why did the students choose the local bakery for their A/B test?
A It receives a massive amount of daily traffic.
B The owner is willing to try unusual designs.
C They want to increase the proportion of visitors who buy.
22 What will be the primary variable they test on the landing page?
A The colour of the call-to-action button
B The position of client reviews
C The size of the product photographs
23 How long will they run the A/B test?
A one week
B two weeks
C one month
24 What metric will they use to determine the winning variation?
A total time spent browsing
B new subscriptions to the newsletter
C the number of finalized purchases
25 What is their biggest concern about the experiment?
A having an insufficient number of participants
B experiencing technical issues with the software
C users noticing the different website versions
Questions 26–30
What decision do the students make regarding each of the following website elements?
Choose FIVE answers from the box and write the correct letter, A–F, next to Questions 26–30.
Decisions
A Delete it entirely
B Increase the overall size
C Modify the background colour
D Move it to the homepage
E Rewrite the existing text
F Keep the current design
Website Elements
26 The promotional banner
27 The bakery history section
28 The delivery map
29 The contact form
30 The social media links
Keys
21 C
22 B
23 B
24 C
25 A
26 C
27 A
28 F
29 E
30 B
Transcripts
Part 3: You will hear a conversation between two digital marketing students discussing their upcoming A/B testing assignment.
MAYA: So, Leo, let’s finalise our A/B test proposal. Why exactly did we choose the local bakery website? I know you liked them because the owner seemed open to radical design changes.
LEO: Yeah, but he rejected anything extreme yesterday. Then I thought we chose it because it gets massive daily traffic.
MAYA: It doesn’t, really. The real reason we settled on this site is that while people visit, they rarely end up checking out. We desperately need to turn those casual browsers into paying customers and boost those figures.
LEO: Right. So, regarding the primary variable on the landing page, the standard approach is testing the colour of the call-to-action button.
MAYA: True, but altering button shades rarely makes an impact for food businesses. I was leaning towards testing the dimensions of the product photographs instead.
LEO: Actually, the images are already optimised. What really builds trust is seeing happy buyers. Let’s try shifting the feedback from previous customers further up the screen, right below the main header.
MAYA: That makes sense. Next is the duration. One week is plenty of time to gather data.
LEO: I disagree. A single week gives skewed results due to weekend shopping behaviours. Ideally, a full month gives the most reliable data.
MAYA: We don’t have a month before our deadline. We must compromise.
LEO: Okay, then a fortnight should fit perfectly into our schedule while still giving us decent data.
MAYA: Agreed. Now, how do we measure success? Which metric will determine the winning variation? I thought about measuring the total time spent browsing the page.
LEO: The problem is if people spend more time, they might just be confused. What about tracking new subscriptions to their newsletter?
MAYA: They don’t have a regular newsletter. The best indicator of success will be how many people actually make it through the payment gateway and finish their orders.
MAYA: The analytics plugin is very stable. I’m more concerned that regular users might notice the two different layouts if they switch between their phone and laptop.
LEO: Our IP tracking prevents that. Honestly, my biggest worry is that because the site traffic is quite low, we might not get enough data points to draw any statistically meaningful conclusions.
MAYA: Valid point. We’ll list that as our primary limitation.
LEO: Alright, moving to specific website elements. First is the promotional banner at the very top.
MAYA: I think it lacks visibility. We should definitely make it larger so everyone sees the seasonal discounts.
LEO: Scaling it up pushes actual products down. Instead of making it bigger, let’s just pick a brighter shade for the area behind the text so it pops out more.
MAYA: Good idea. What about the bakery history section on the ‘About’ page?
LEO: The wording is terrible. It sounds so boring.
MAYA: Analytics show almost zero visitors click on it anyway. Let’s just get rid of that whole part completely to clean up the navigation menu.
LEO: You’re right. Next is the delivery map.
MAYA: People always call asking about delivery zones. I suggest we take it from the checkout page and put it right on the homepage.
LEO: I checked heatmaps yesterday, and users actually find it really easily where it is. Let’s leave that page exactly as it is.
MAYA: Okay. Now, what about the contact form?
LEO: It’s currently very intimidating. I think we need to draft completely new instructions to make it sound friendlier and simpler for older customers.
MAYA: I agree. Finally, the social media links down in the footer.
LEO: They’re so tiny. Maybe change their colour to match the new banner?
MAYA: Even with a new colour, they’ll be hard to tap on phones. Let’s just scale up those icons so the touch targets are properly sized for thumbs.
LEO: Excellent point. That covers our required elements!
