Factorial Designs for Online Experiments

Tamar Haizler, David M. Steinberg*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


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.

Original languageEnglish
Pages (from-to)1-12
Number of pages12
Issue number1
StatePublished - 2021


  • A/B testing
  • Bayesian analysis
  • Online experiments
  • Probability matching
  • Sequential design
  • Thompson sampling


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