A business wants to compare how new and returning users interact with a redesigned landing page. What should the practitioner do?

Question

Options

• ACreate an A/B Test with separate metrics for new and returning users
• BSegment the audience into two groups and serve them different experiences
• CRun an MVT with new and returning users as primary metrics
• DUse Automated Personalization to target the two groups

• A
  74% (25)
• B
  9% (3)
• C
  3% (1)
• D
  15% (5)

Explanation

Option A is correct because an A/B Test lets you measure performance of a single experience (the redesigned landing page) while using segments - new vs. returning users - as a lens to compare how different audiences respond to that same page. This is the standard approach when the goal is insight into audience behavior differences, not serving different content.

Why the distractors fail:

• B is wrong because serving different experiences to the two groups means you're no longer testing the redesigned page uniformly - you've changed the experiment design and can't fairly compare reactions to the same page.
• C is wrong because MVT (Multivariate Testing) is used to test combinations of content variations on a page, not to compare audience segments - new/returning users are not "metrics," they're audiences.
• D is wrong because Automated Personalization uses machine learning to automatically serve individualized content; it's not appropriate when the goal is a controlled comparison of how two defined groups respond.

Memory tip: When the question asks you to compare how audiences respond to the same experience, think A/B Test + segments. When the question asks you to serve different experiences based on who someone is, that's Personalization.

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