How to Design Effective A/B Tests for Onboarding

Q: How to Design Effective A/B Tests for Onboarding

This question evaluates a data scientist's competency in experimental design, causal inference, metric selection, sample size and power calculation, sequential monitoring, and decision-making under trade-offs for an onboarding A/B test within the Analytics & Experimentation domain, reflecting a practical application with conceptual understanding.

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Analytics & Experimentation questions require understanding of core concepts and practice. PracHub provides solutions with explanations to help you master analytics & experimentation interviews.

Question

A/B Test Design: Redesigned Onboarding Flow

Context

A consumer subscription app is launching a redesigned onboarding flow for newly registered users. The goal is to increase user activation. For clarity, define activation as: a new user starts playing any title within 7 days of signup (adjust if your organization uses a different definition).

Task

Design an A/B test for the new onboarding. Specify:

Hypothesis
Unit of randomization
Key (primary/secondary) metrics
Guardrail metrics and thresholds
Sample size/power and runtime calculation
Sequential monitoring approach
Decision framework if early results show activation uplift but an increase in support tickets

How to Design Effective A/B Tests for Onboarding

A/B Test Design: Redesigned Onboarding Flow

Context

Task

Solution

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