Question

nternet search engines are constantly trying out new page designs or features to try to boost “click-through” rates and sales revenue from sites or advertisements that internet searches generate. Bing experimented by underlining the text from each webpage returned in the search vs their usual method which is not to underline the text. 1000 internet users were randomly assigned to each of these methods, so that 500 users had the text underlined (group 2) and 500 did not (group 1). To aspects were measured: the click-through rate and the sales revenue generated per user, after clicking on an item returned in the search. Group 1 had a click-through rate of 5.2% and a revenue/user of $23.40 with a standard deviation of $12.50. Group 2 had a click-through rate of 8.4% and a revenue/user of $28.44 with a standard deviation of $10.25

) Conduct a 5% level test of whether the click-through rates are affected by underlining the text from each webpage.

Answer 1

Concluson: There is evidence that the click-through rates are affected by underlining the text from each webpage.