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Factorial Designs for Online Experiments
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Factorial Designs for Online Experiments

Publication:
Technometrics
Date:
February 2021
Issue:
Volume 63 Issue 1
Pages:
pp. 1-12
Author(s):
Haizler, Tamar, Steinberg, David M.
The copyright of this article is not held by ASQ.

Abstract

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.

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