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