Factorial Designs for Online Experiments
- February 2021
- Volume 63 Issue 1
- pp. 1-12
- Haizler, Tamar, Steinberg, David M.
The copyright of this article is not held by ASQ.
Online experiments and specifically A/B testing are commonly used to identify whether a proposed change to a web page is in fact an effective one. This study focuses on basic settings in which a binary outcome is obtained from each user who visits the website and the probability of a response may be affected by numerous factors. We use Bayesian probit regression to model the factor effects and combine elements from traditional two-level factorial experiments and multiarmed bandits to construct sequential designs that embed attractive features of estimation and exploitation.*Supplemental material accessed online through Taylor & Francis.