Adaface Sample Growth Marketing Questions

An online boutique is refining its email marketing strategy to enhance conversion rates through behavioral segmentation and tailored incentives. The growth marketer identifies four key customer segments based on their interaction with the boutique's website:
            
            1. High-Interest Browsers (HIB): Users engaged with multiple product pages and spending over 4 minutes on average per visit.
            2. Wishlist Enthusiasts (WE): Users who add several items to their wishlist but historically have a purchase conversion rate of less than 2%.
            3. Shopping Cart Abandoners (SCA): Users who add products to their cart but leave the site without completing the transaction.
            4. New Visitors (NV): Recently signed-up users with minimal browsing activity and no purchase history.
            
            To address the distinct behaviors and potential hesitations of each segment, the marketer designs targeted email campaigns with specific incentives:
            
            - HIB Campaign: Exclusive access to a preview of an upcoming product line.
            - WE Campaign: A 15% discount on wishlist items, valid for 15 days.
            - SCA Campaign: A 10% discount plus free shipping for cart items, valid for 24 hours.
            - NV Campaign: A 5% welcome discount on the first purchase.
            
            Given the tailored nature of these incentives and assuming uniform email open rates across segments, which segment's targeted campaign is expected to deliver the highest incremental increase in conversion rates, taking into account the incentive's alignment with the segment's behavior and conversion barriers?

An e-commerce platform specializing in sustainable outdoor gear is conducting an A/B test to optimize its homepage layout with the goal of increasing overall conversion rates. The test compares two different designs:
            
            - Layout A focuses on showcasing best-selling products with a simple, clean design aesthetic.
            - Layout B emphasizes customer reviews and sustainability credentials of the products in a more detailed layout.
            
            Over a testing period of 30 days, both layouts are exposed to an equal number of visitors, with 60,000 visits directed to each version. At the end of the testing period, Layout A resulted in 3,600 conversions, while Layout B resulted in 4,200 conversions. The growth marketer aims to analyze these results to determine which layout should be adopted based on the test's outcome.
            
            Given the results, what should be the marketer's next steps in deciding whether the observed difference in conversion rates between Layout A and Layout B justifies a full rollout of Layout B? 

A: Immediately implement Layout B across the site, as the higher number of conversions indicates clear superiority.
            B: Conduct a follow-up test focusing on specific elements within Layout B to identify which factors contributed most significantly to the higher conversion rate.
            C: Calculate the statistical significance of the conversion rate difference before making any changes to ensure the results are not due to random chance.
            D: Roll back to Layout A, considering the potential risk and cost of changing the entire site layout based on a single test.