Design an A/B test for a new checkout flow
Last updated: March 27, 2026
Quick Overview
Design an experiment to test the impact of a redesigned homepage. Include sample size calculation, metrics, and analysis plan.
Adobe
March 27, 202637
6
875 solved
Design an experiment to test the impact of a redesigned homepage. Include sample size calculation, metrics, and analysis plan.
Analytics questions at Adobe evaluate your ability to define metrics, design experiments, and derive actionable insights from data. This Onsite question tests your end-to-end analytical thinking.
What the Interviewer Expects
- Design a rigorous experiment with proper randomization and sample size calculation
- Define primary and guardrail metrics with clear rationale
- Address novelty effects, network effects, and interference
- Segment results appropriately and identify heterogeneous treatment effects
- Propose follow-up analyses when results are ambiguous
Key Topics to Cover
How to Approach This
- Define success metrics carefully. A good metric is measurable, actionable, and aligned with business goals.
- Run experiments long enough to account for novelty effects and weekly seasonality.
- Use funnel analysis to identify where users drop off for maximum optimization impact.
- Segment results by key dimensions (platform, country, user cohort) to catch hidden patterns.
- Consider network effects and interference between treatment and control groups.
Possible Follow-up Questions
- How would you handle seasonality in your experiment?
- What if the experiment shows a positive short-term effect but you suspect a negative long-term impact?
- How would you handle interference between treatment and control?
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Browse Analytics QuestionsSample Answer
Problem Setup
The analytical question is to determine the impact of a redesigned homepage on the conversion rate during the checkout process. We want to compare the old homepage (control group) to the new homepage ...
Methodology
We will use a two-sample proportion test to compare the conversion rates between the two groups. The primary metric will be the conversion rate, defined as the number of completed purchases divided by...
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