For example a test with 3 page elements (e.g. heading, image and asset) with 3 levels for each, would have 27 combinations or recipes (3x3x3). For this reason a full-factorial design takes much longer than a fractional-factorial design to complete, but it has a much higher degree of accuracy and is less likely to lead to incorrect conclusions being drawn.
Comparison of Full Factorial and Fractional Factorial Design
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