Do we always need a control group?
I would like to know if we always need to add a control group?
Especially right now during the Covid-19 crisis, we need to add one or two informational notifications in our eShops for our customers (regarding delivery time, safety etc.). They should be seen by every visitor, therefore we don't add a control group. On the other hand, I would like to know if they have an impact on our revenue, and yes if it's positive or negative.
It is recommend to test any change you make on the site. In order to measure the impact of this change, adding a control group is very much recommended. This will allow you to see how is this change is impacting, in all metrics.
However, there are cases where DY is used to upload fast Informational notifications that you want 100% of your traffic to see. This is considered as CMS (content management system), therefor the control group isn't needed.
In CMS cases, without a control group, you could still see the revenue attributed to the message in the report, but it will not indicate if it is positive or negative.
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