Explain why CTR rises but CVR unchanged

Q: Explain why CTR rises but CVR unchanged

This question evaluates a candidate's competency in experimental design and statistical analysis, specifically interpreting divergent engagement and outcome metrics (CTR increase vs CVR unchanged) and performing stratified inference with limited subgroup data.

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Question

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Experiment analysis (CTR up, CVR flat)

You run an online experiment on an e-commerce product detail page that launches a new UI.

Primary observation: CTR increases , but purchase conversion rate (CVR) does not change .

Questions

Using statistical/experimental analysis, how would you investigate why CTR improved but CVR did not?
Follow-up: You want to analyze the effect by user tier (stratified analysis). One tier has very small sample size . What statistical approach would you use to still make a reasonable inference?

Explain why CTR rises but CVR unchanged

Quick Overview

Experiment analysis (CTR up, CVR flat)

Questions

Solution

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