Should an email subject line highlight a discount or a new product? Should a checkout page have fewer steps? Businesses can use A/B testing to compare alternatives and measure how a change affects consumer behavior. What is A/B testing? Imagine an online store wants more customers to click its promotional emails. It randomly assigns recipients to two groups. One receives a subject line highlighting a discount; the other receives a subject line highlighting a new product. The

Krati Agarwal is a highly skilled data scientist and artificial intelligence expert with a passion for solving complex problems through...

Data Science has emerged as one of the hottest careers in recent years. It has been touted as the "Sexiest Job of 21st Century." In this...