A/B test: need help with choosing a winner
Can someone help me with the following dilemma?
I have performed a simple A/B test with 2 variants. Variant A shows a decrease in the main KPI (CTR (Clickouts to webshops) which directly impacts our bottom line) but an increase in customer satisfaction. Variant B has increased CTR but decreased customer satisfaction.
How would you proceed in choosing a 'winner' that will be deployed on our website? Thanks in advance!