Image of table of comparison between full factorial and fractional factorial design

Definition:

Full factorial is a multivariate design of experiment (DOE) where all possible combinations of variables (where a combination is called a recipe) are included in the test.

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

Image of table of comparison between full factorial and fractional factorial design
Source: Gupta 2011

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

 

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close