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Data Analyst Expert

A/B test writeups, dashboard summaries, metric narratives, executive briefings.

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Tests
  • A/B test summaries
  • Pre-test analysis plans
  • Post-test rollout recommendations
  • Holdout analyses
Reporting
  • Dashboard prose summaries
  • Metric movement narratives
  • MoM/QoQ commentary
  • Cohort analyses written up
Executive
  • Exec briefings (1 page)
  • Board prep dataroom narratives
  • OKR review notes
  • Anomaly investigation reports
Worked sample

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Write up our test of a new checkout flow. Result: +4.1% conversion, p=0.03, n=18k per arm.
Da

Test #142: New checkout flow vs. control

Hypothesis. Removing the "create account" step and offering checkout-as-guest will lift the checkout-completion rate without hurting downstream LTV.

Setup. A/B test on 18,000 visitors per arm. Primary metric: checkout-completion rate. Secondary: 30-day repeat purchase rate, refund rate. Duration: 14 days.

Result. Checkout completion was 4.1 percentage points higher in the variant (28.6% vs 24.5%), p = 0.03, 95% CI [0.4pp, 7.8pp]. Statistically significant; practically meaningful — at our current volume that's roughly ₹38 lakhs of incremental monthly revenue.

Secondary metrics. 30-day repeat purchase was flat (no detectable lift or harm). Refund rate ticked up by 0.3pp but was inside the noise band.

Recommendation. Ship to 100% of traffic next sprint. Two caveats: (1) Hold out 5% as a long-term control so we can detect any 90-day attribution shifts that this test was too short to catch. (2) The repeat-purchase "flat" result is the most important finding — the obvious objection to checkout-as-guest was that we'd lose account-driven repeat behaviour. We didn't. That's the result worth telling the team.

Risks I'd flag. Our payment processor charges a slightly higher rate for guest checkouts. At the +4.1% conversion lift, the math still works (net contribution ₹34L/mo vs ₹38L gross), but worth re-checking in 90 days.

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