Funnel testing in webpage optimisation: representation, design and analysis

ABSTRACT

When optimizing webpages in order to achieve the best conversion rate, the traditional approach is to isolate and analyze them separately through a sequence of experiments. In this paper, we propose a new framework to study a system of webpages simultaneously through the use of directed graph, fractional factorial design and simple optimization algorithm. The illustrative example shows that such complicated web systems can be easily studied and optimized by using the proposed methodology.

KEYWORDS:

• Conversion rate optimization
• webgraph
• factorial design
• design of experiment

Acknowledgments

This research is supported in part by ARO grant W911NF-17-1-0007. The authors are grateful to the Associate Editor and a referee for helpful comments.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

ARO [grant number W911NF-17-1-0007].

Notes on contributors

Heng Su

Heng Su is a quantitative associate at Wells Fargo Bank.

C. F. Jeff Wu

C. F. Jeff Wu is the coca-cola chair in Engineering Statistics in Engineering Statistics at the School of Industrial and Systems Engineering, Georgia Institute of Technology.