All the instructions in the attachment -BUS105_T2..._01_v1.pdf-
I already did the week 4 draft as you can see in the attachment -ASSESSMENT 1 - AB TESTING.docx-
I just need the final report.
The final report must have some material from the draft.
Also, it must be done in Havard format.
Subject Code: BUS105
Subject Name: Business Information Systems
Assessment Title: Individual Assignment: A/B testing
Weighting: 20% (5% for draft and 15% for final report)
Total Marks: 20
Due Date: In class in week 4 (draft), and on Monday week 7, 15:55pm AEST, using Turnitin (final report)
Title: A/B Testing of webpages
Length: Maximum of 1000 words
Software required: Microsoft office, i.e. the assignment is to be completed in Word and converted to pdf.
Submission: Each student will submit their draft in class in week 4 (for feedback in week 5 and 5% of their marks). The final assignment along with a coversheet (see Portal) will be submitted via the Turnitin link on the Portal Monday of week 7.
Structure and Due Dates
In this assignment you will be required to
1. Do some of the research in class and hand in a draft for 5% of your marks in week 4. You will be given 45 min in the last hour of week 4 to start research on this report. You must produce a draft consisting of the basic report structure, dot points for all sections below, and three references.
2. Submit the final report on Monday afternoon in week 7. Your draft and report should be consistent.
In order to complete a final report you will have to find and read relevant articles on this topic and write a report supported by this information in your own words. A minimum of five (5) references should be listed, and Harvard referencing should be used.
Instructions and overview
A/B Testing is a method of comparing webpages in order to see which is better in terms of the aim of the page (for example, game playing, selling a product, educating persons). It is a type of webpage optimisation in that changes are made to increase benefit for the company/individuals associated with the webpage.
Part A: Introduce the idea of A/B Testing (200 words)
Part B: Research and answer the following questions related to A/B testing; (450 words)
What aspects of a page can you test using A/B testing?
How does it relate to webpage and search engine optimisation?
What is the role of hypotheses in this optimisation process?
How are pages compared?
How many customers do you need for the comparison?
Who would be in the A/B testing team?
What are the advantages and disadvantages of A/B testing?
What is multivariate testing?
Part C: Suppose your control page is the Kaplan Business School webpage (https://www.kbs.edu.au/). Provide two examples of specific comparisons you could make and the intention behind them, e.g. earlier re-enrolments. Explain how you would change the page to achieve your aims. (100 words)
Part D: There are various software packages for carrying out A/B testing, for example – kissmetrics. Find and provide a description of two other software packages which do A/B testing. (50 words)
Part E: A customer conversion “sales” funnel describes the journey a customer takes through a website toward a goal such as purchasing an item or playing a game. Describe conversion funnels and at least one an aspect related to them, e.g. measuring at which step the customer stops, marketing funnel optimisation, recommendations when building a conversion funnel, an analytics tool (software) used for this purpose (150 words).
Part F: Summary (50 words)
REFERENCE LIST: Have at least five references in Harvard format, see http://elearning.kbs.edu.au/pluginfile.php/96066/course/section/20681/KBS_Harvard_Referencing_Concise_Gui de_v1_2015.pdf
Helpful references in this area:
https://conversionsciences.com/blog/ab-testing-guide/ https://www.shopify.com/blog/the-complete-guide-to-ab-testing https://melv1n.com/ab-testing-guide-product-managers/ https://get.unbounce.com/the-ultimate-guide-to-ab-testing/ https://vwo.com/ab-testing/
Students must submit their individual report via Turnitin on Monday of week 7, 15:55pm AEST.
This file must be submitted as a ‘PDF’ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin system will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screen shot of the Turnitin error message.
Students are also encouraged to submit their work well in advance of the time deadline to avoid any possible delay with Turnitin similarity report generation or any other technical difficulties.
Late assignment submission penalties
Penalties will be imposed on late assignment submissions in accordance with Kaplan Business School “late assignment submission penalties” policy.
Number of days Penalty
1* - 9 days 5% per day for each calendar day late deducted from the student’s total marks
10 - 14 days 50% deducted from the student’s total marks.
After 14 days Assignments that are submitted more than 14 calendar days after the due date will not be accepted and the student will receive a mark of zero for the assignment(s).
Note Notwithstanding the above penalty rules, assignments will also be given a mark of zero if they are submitted after assignments have been returned to students
*Assignments submitted at any stage within the first 24 hours after deadline will be considered to be one day late and therefore subject to the associated penalty
If you are unable to complete this assessment by the due date/time, please refer to the“ Special Consideration Application”, which is available at
General Assessment Marking Rubric below
Main Idea Fail
Understanding and content
(25%) The report is about how to perform A/B testing & funnel conversion No understanding of the topic Basic understanding and some content Understands topic and content is present. Understands topic and content is present, and engaging. A very engaging and well integrated.
Research and evidence (50%) Has the student based their answers on evidence from the articles on A/B testing & funnel conversion No research done or very little and the student has missed the point Bare minimum research Evidence of research on the topic. A few examples given.
Evidence of research on the topic. Several examples given.
Evidence of research on the topic. Practical examples given. Critical thinking shown.
(20%) Is the paper in the right format for a report No formatting or sections missing Basic report format Good
structure Good structure and flow. Excellent presentation of written report.
Referencing (5%) How have they used & cited the sources Refs don’t match content or are missing Mostly correct referencing Accurate referencing Referencing correct and a variety used Referencing correct and a variety used. Best quality
Important Study Information
Academic Integrity Policy
KBS values academic integrity. All students must understand the meaning and consequences of cheating, plagiarism and other academic offences under the Academic Integrity and Conduct Policy.
For details on academic integrity policies and penalties, the reassessment process, and the appeals process, please refer to http://www.kbs.edu.au/current-students/student-policies/.
Word Limits for Written Assessments
Submissions that exceed the word count by more than 10% will cease to be marked from the point at which that limit is exceeded.
Students may seek study assistance from their local Academic Success Centre representative or refer to the study help on the MyKBS Academic Success Centre page. You can find this by clicking on the top page toolbar:
My Services Academic Success Centre Study Support Resources