Assessfy Business Functions Lab Advanced 6 milestones 100 marks

Developing an A/B Testing Framework for E-Commerce Conversion Optimization

Function: Business Analytics Industry: Retail Function: Business Analytics Type: Business-function applied project Team: up to 4 Assessment: 6 milestones (100 marks)

Real-world project · AICTE-aligned · AI-graded · Audit-ready certificate

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About this project

Objective: To design and implement a robust A/B testing and experimentation framework aimed at maximizing conversion rates for an Indian e-commerce platform.

Indian e-commerce companies face fierce competition and must constantly optimize their online platforms to improve conversion rates. Many struggle with systematically testing changes to user experience, pricing, or product recommendations to reliably increase sales and reduce cart abandonment.

The project will involve researching best practices in A/B testing, gathering real platform data, and designing a scalable experimentation framework tailored for Indian consumer behavior. The team will use analytics tools to analyze test results, segment users, and recommend actionable improvements for conversion optimization.

Deliverables include a detailed experimentation framework, a pilot A/B test with statistical analysis, and business recommendations backed by data. Analysis will focus on conversion metrics such as transaction completion rate, average order value, and customer retention.

The project will help inform strategic decisions on website/app changes, marketing campaigns, and personalization strategies, enabling the business to make data-driven improvements that directly impact revenue and user experience.

Milestones

1. Problem Definition & Business Case

10 marks 14d

Submit a 3-page document outlining the business challenge, Indian e-commerce context, and expected impact. Reviewed by faculty and industry mentor for clarity and relevance.

2. Domain Research & Data Gathering

12 marks 20d

Deliver a report on A/B testing best practices, Indian consumer behavior, and collect relevant platform data. Review includes data quality check and research depth.

3. Solution Design / Methodology

14 marks 28d

Present a detailed experimentation framework and statistical methodology, including segmentation and test setup. Review by analytics expert for rigor and feasibility.

4. Build / Analysis & Implementation

30 marks 35d

Execute pilot A/B test, analyze results, and create dashboards. Faculty and mentor review for analytical correctness and actionable insights.

5. Validation & Results

24 marks 30d

Submit validation report with statistical significance, business interpretation, and recommendations. Reviewed for robustness, clarity, and business impact.

6. Final Report & Presentation

10 marks 20d

Prepare comprehensive final report and present findings to faculty and industry panel. Assessed for professionalism, communication, and practical value.

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Skills you'll learn

RetailBusiness AnalyticsStatistical analysis and hypothesis testingData cleaning and manipulationBusiness analytics and conversion metricsPython programming for data analysisWorking with SQL databasesData visualization and dashboardingEffective communication of analytical findingsUnderstanding e-commerce customer behavior

Tools used

Python (pandasscipystatsmodels)SQL (for data extraction)Excel (for preliminary analysis)Tableau or Power BI (for dashboards)Google Analytics or Adobe Analytics dataIndian e-commerce public datasets (e.g.KaggleUCI)Statistical frameworks for A/B testing (e.g.t-testchi-square test)CRM platform data (sample or anonymized)

Prerequisites

Basics of statistics and probabilityIntroductory data analytics courseFamiliarity with Python or RUnderstanding of business fundamentalsKnowledge of Excel and data visualization tools

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