Statistical Significance Calculations

Banner Ad Placement Study

Hypotheses Testing

The following hypothesis test was performed for each set of results to determine if the difference due to location of the banner ad was significant.

Null Hypothesis: p1-p2=0

Test Statistic: z=(p1-p2)/sqrt(p*q(1/m +1/n))

p1= clicks/banner impressions sample 1

p2= clicks/banner impressions sample 2

m= banner impressions sample 1

n= banner impressions sample 2

p=m/(m+n) * p1 + n/(n+m) * p2

q= 1-p

P-Value: The smallest level of significance at which the null hypothesis would be rejected. (In other words, it is the smallest level at which the data is significant.) A two-tailed P-value was calculated for this data. P-values less than 0.05 were considered to be statistically significant.

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