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A/B Test FeatureVariant AVariant BGoalKPIs to MeasureTarget AudienceDurationExpected Outcome
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Menu LayoutOriginal designNew simplified designTo improve navigation easeClick-through rate, Time on page, User feedbackNew visitors2 weeksIncreased user engagement
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Subscription CTAText-
based CTA		Graphic-
based CTA		To increase subscription ratesConversion rate, Bounce rate, User feedbackNon-
subscribers		1 monthHigher conversion rate
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Subscription CancellationCancel by phoneCancel by chatting with a representativeTo decrease cancellations and improve customer satisfactionUsage frequency, Session duration, Customer savesSubscribers3 weeksFewer cancellations
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Mobile ResponsivenessCurrent mobile layoutImproved mobile layoutTo optimize for mobile usersMobile session length, Bounce rate, User feedbackMobile users1 monthLower bounce rate on mobile
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Accessibility FeaturesStandard complianceEnhanced accessibility optionsTo ensure compliance and usabilityCompliance checklist, User feedback, Ease of use ratingUsers with disabilitiesOngoingFull compliance, positive user feedback
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