## 5 Results of A/B Testing  
The A/B testing results provided the fundamental data that could be further used and developed. This testing consisted of 18 choices in the inner circuit and 22 choices in the outer circuit, with each selection being presented with four questions. During the testing, each driver was instructed to simulate the online shopping experience and make decisions accordingly. Their responses were recorded based on their autonomous answers, free from any external pressure or influence from the researcher. During the duration of the research, some of the advertisements were altered, such as TR1-002 in the inner circuit and TR4-039, TR4-055, TR4-059, TR4-075, TR4-115, and partially TR4-005 in the outer circuit. The latter was modified between the first and second measurements. These data were used in the research wherever feasible. Additionally, there were calibration issues with Driver 3 and Driver 8, meaning their data were only used where possible and were excluded from the eye-tracking evaluation. Question 1 of the test focused on the selection of an option (A or B) that the driver prefers or selects when purchasing. The driver chose according to their personal inclination or preference. The responses for the inner and outer circuits were evaluated independently. The question was about which option, A or B, you would choose when purchasing. The answers were mainly categorized as Correct and Incorrect to enable the recognition of individual answers of the drivers when evaluating Question 1. The answer Correct means that tested subject chose the option that was placed on the billboard and had the opportunity to see it while driving. The answer Incorrect means that the tested subject chose an option not displayed on the billboards along the road. This appraisal was then be employed for further processing, thus necessitating the differentiation of the drivers' individual answers. On the inner circuit, five drivers (data from Driver 3 were not usable for further research) yielded 90 responses, of which 12 were correct and 6 were incorrect selections, with the highest success rate being for Driver 1 and the best result being TR1-088, chosen correctly by all. When evaluating the ads, 62% of the responses proved correct, while 38% were incorrect (Table 15). \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline
**Outdoor Adverts** & \multicolumn{6}{c}{**Results**} \\ \hline  & Driver 1 & Driver 2 & Driver 3 & Driver 4 & Driver 5 & Driver 6 \\ TR1-002 & Correct & Correct & N/A & Incorrect & Correct & Correct \\ TR1-030 & Correct & Correct & N/A & Correct & Incorrect & Correct \\ TR1-031 & Incorrect & Correct & N/A & Correct & Correct & Incorrect \\ TR1-032 & Correct & Incorrect & N/A & Correct & Correct & Correct \\ TR1-033 & Incorrect & Correct & N/A & Correct & Incorrect & Correct \\ TR1-040 & Correct & Incorrect & N/A & Incorrect & Correct & Correct \\ TR1-041 & Correct & Correct & N/A & Correct & Incorrect & Incorrect \\ TR1-042 & Incorrect & Incorrect & N/A & Correct & Correct & Incorrect \\ TR1-043 & Correct & Correct & N/A & Correct & Incorrect & Incorrect \\ TR1-045 & Correct & Correct & N/A & Incorrect & Correct & Correct \\ TR1-074 & Correct & Incorrect & N/A & Incorrect & Incorrect & Correct \\ TR1-075 & Incorrect & Correct & N/A & Incorrect & Correct & Correct \\ TR1-076 & Incorrect & Incorrect & N/A & Incorrect & Correct & Incorrect \\ TR1-088 & Correct & Correct & N/A & Correct & Correct & Correct \\ TR1-100 & Correct & Incorrect & N/A & Incorrect & Correct & Incorrect \\ TR1-103 & Incorrect & Correct & N/A & Correct & Correct & Correct \\ TR1-115 & Correct & Incorrect & N/A & Correct & Incorrect & Correct \\ TR1-116 & Correct & Correct & N/A & Correct & Incorrect & Correct \\ \hline \hline \end{tabular}
\end{table} 
Table 15: Results of A/B testing for identification of preferred options—inner circuit.