Vanguard A/B Testing

Introduction

• An A/B test for the website was initiated by the team at the US-based investment management company Vanguard, from 3/15/2017 to 6/20/2017.
  • Control Group: Clients interacted with Vanguard’s traditional online process.
  • Test Group: Clients experienced the new, spruced-up digital interface.
• Both groups navigated through an identical process sequence: an initial page, three subsequent steps, and finally, a confirmation page signaling process completion.
• The goal is to see if the new design leads to a better user experience and higher process completion rates.

Datasets

• There are three datasets that will be used in this project:
  • Client Profiles (df_final_demo): Demographics like age, gender, and account details of our clients.
  • Digital Footprints (df_final_web_data): A detailed trace of client interactions online, divided into two parts: pt_1 and pt_2.
  • Experiment Roster (df_final_experiment_clients): A list revealing which clients were part of the grand experiment.

Presentation:

• https://www.canva.com/design/DAGELpGVvfY/f5u4ym93ZeYuBqXU086aAA/edit?utm_content=DAGELpGVvfY&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton