On Design and Analysis of Funnel Testing Experiments in Webpage Optimization

In webpage optimization, funnel testing is a popular technique for studying the effects of webpage features. This study focuses on how to properly design and analyze the funnel testing experiments. To address the problem, we propose two new design construction methods for funnel testing experiments....

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Bibliographic Details
Published in:Journal of statistical theory and practice Vol. 14; no. 1
Main Authors: Shen, Sumin, Zhang, Zhiyang, Deng, Xinwei
Format: Journal Article
Language:English
Published: Cham Springer International Publishing 01.03.2020
Subjects:
Algorithms
Analysis and Advanced Methodologies in the Design of Experiments
Mathematics and Statistics
Original Article
Probability Theory and Stochastic Processes
Statistical Theory and Methods
Statistics
Fractional factorial design
Conversion rate
Penalized regression
ISSN:1559-8608, 1559-8616
Online Access:Get full text
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Summary:In webpage optimization, funnel testing is a popular technique for studying the effects of webpage features. This study focuses on how to properly design and analyze the funnel testing experiments. To address the problem, we propose two new design construction methods for funnel testing experiments. The proposed methods fully utilize the underlying funnel structures such that the projected designs for different funnels have desirable properties. For the analysis of funnel testing experiments, we consider the penalized regression with the heredity principle to obtain parsimonious and interpretable models for each funnel. Thus, the optimization of finding the optimal settings of webpages can be appropriately achieved. The performance of the proposed design and analysis is illustrated through a few numerical examples.
ISSN:1559-8608
1559-8616
DOI:10.1007/s42519-019-0068-1