hard20 pts · first answer countsab-testingcro

A shrinking test lift

A new homepage design showed a 15% lift in week one, but by week four the lift was only 2%. What is the most likely explanation?

A.A novelty effect, where returning users react to something new at first; judge the test on the stable period over full business cyclesB.The test tool broke after week oneC.The design got worse over timeD.Week one is the true result and later weeks should be ignored

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