Business Statistics Quiz
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HYPOTHESIS TESTING
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A company runs two simultaneous but independent A/B tests. Test 1, a change to the homepage headline, shows a 10% lift in sign-ups. Test 2, a change to the 'Sign Up' button color, shows a 5% lift. Both are statistically significant. The company launches both changes. Three months later, the overall sign-up rate has increased by only 8%, less than the expected 15.5% (1.10 * 1.05 - 1). What is the most likely statistical explanation for this discrepancy?
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