ENBIS-17 in Naples

9 – 14 September 2017; Naples (Italy) Abstract submission: 21 November 2016 – 10 May 2017

Multi-Factor Online Testing

12 September 2017, 09:40 – 10:00

Abstract

Submitted by
David Steinberg
Authors
David Steinberg (Tel Aviv University), Tamar Haizler (Tel Aviv University)
Abstract
Use of designed experiments has become a major tool in web site design, helping companies market products and services more successfully. The experiments are used to compare possible changes to web pages with respect to outcomes like “click-through rate”, “download rate” or “total sales”. Most of these experiments compare two formats for the web page, hence the common term "A/B" testing. This talk will explore methods for the design and analysis of online experiments that look simultaneously at a number of factors. Important features are to balance the need to explore and to exploit and to take advantage of the large traffic volume characteristic of most internet sites.
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