Product: Imagine there’s an e-commerce website like Amazon that was launched two years ago, and they have been selling products meanwhile collecting reviews from those who have purchased the products in terms of the 1-5 stars and the text reviews. They have decided after two years to put the reviews that we have been collecting on the website and evaluate if they will improve the sales. They designed an A/B testing in which there are 50% control group and 50% treatment group. After they ran the test, they realized that the sales had dropped. What do you think caused the sales drop even though the reviews have been provided to the treatment group? Notes: • There is no novelty effect. • Both groups are completely randomized. • User experience has been the same meaning, there is no extra effort to place an order. • Those in the treatment group who have purchased products are more statistically satisfied than those in the control group. • Users have sorting and filtering options over the reviews.
