Scenario Description

Let's say that you're working for a fictional productivity software company
that is looking for ways to increase the number of people who pay for their
software. The way that the software is currently set up, users can download and
use the software free of charge, for a 7-day trial. After the end of the trial,
users are required to pay for a license to continue using the software.

One idea that the company wants to try is to change the layout of the homepage
to emphasize more prominently and higher up on the page that there is a 7-day
trial available for the company's software. The current fear is that some
potential users are missing out on using the software because of a lack of
awareness of the trial period. If more people download the software and use it
in the trial period, the hope is that this entices more people to make a
purchase after seeing what the software can do.

In this case study, you'll go through steps for planning out an experiment to
test the new homepage. You will start by constructing a user funnel and
deciding on metrics to track. You'll also perform experiment sizing to see how
long it should be run. Afterwards, you'll be given some data collected for the
experiment, perform statistical tests to analyze the results, and come to
conclusions regarding how effective the new homepage changes were for bringing
in more users.

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