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Mar 30, 20160 likes94 views

This document summarizes an experiment on hotel website design variations. The experiment tested combinations of three factors - whether an email option was included (A), what additional packages were advertised (B), and where on the page Wi-Fi and parking information was located (C). 177 total users viewed one of eight possible treatment combinations. The results showed a significant interaction between factors A and B, with the highest conversion rate when there was no email option and additional packages were advertised.

Design of Experiments project
Andre Ramos, Gabriela Olinto and Juan Hawa

Treatment combinations
Code Meaning
A1 No email option
A2 Email option
B1 Leave Carnival Add
B2 Packages avaible
C1 Leave Wi-? and Parking lot at the bottom
C2 Put at the top Wi-? and Parking lot

The data set
## Clicked A B C
## 0 -1 1 -1
## 0 -1 -1 1
## 0 1 1 -1
## 1 1 -1 -1
## 1 -1 1 -1
## 0 1 -1 -1
## 1 -1 1 -1
## 1 1 -1 -1
## 1 1 1 1
## 1 -1 1 -1
Total runs 177

% Conversion of clicks
## Treatment Combination Users Clicks Conversion
## A1-B2-C2 19 3 15.79
## A2-B2-C1 25 0 0.00
## A2-B1-C1 21 2 9.52
## A1-B1-C1 22 2 9.09
## A2-B2-C2 29 2 6.90
## A1-B2-C1 21 7 33.33
## A2-B1-C2 23 2 8.70
## A1-B1-C2 17 0 0.00

Figure: % Conversion of clicks
0.91
0.09 1
0.67
0.33
0.84
0.16
0.86
0.14
0.91
0.09 1
0.97
0.03
0.00
0.25
0.50
0.75
1.00
A1?B1?C1
A1?B1?C2
A1?B2?C1
A1?B2?C2
A2?B1?C1
A2?B1?C2
A2?B2?C1
A2?B2?C2
Treatment Combination
Percentage
Response
Not Clicked
Clicked

Full model
## term Test.Df Deviance Model.Df statistic p.value
## A 1 3.942 175 112.44960 0.0471*
## B 1 0.672 174 111.77804 0.4125
## C 1 1.901 173 109.87677 0.1679
## A:B 1 10.119 172 99.75777 0.0015*
## A:C 1 0.977 171 98.78123 0.3231
## B:C 1 2.555 170 96.22655 0.11
## A:B:C 1 0.000 169 96.22655 1

Reduced model
## term Test.Df Deviance Model.Df statistic p.value
## A 1 3.942 175 112.4496 0.0471*
## B 1 0.672 174 111.7780 0.4125
## A:B 1 9.898 173 101.8799 0.0017*

Interaction plot
0.00
0.05
0.10
0.15
0.20
0.25
0.30
?1 1
A
Clicked
as.factor(B)
?1
1

Summary ratios
A B No Yes P(N) P(Y) Ratio Odds Ratio
-1 -1 37 2 0.95 0.05 0.05 1
-1 1 30 10 0.75 0.25 0.33 6.33
1 1 39 5 0.89 0.11 0.12 2.35
1 -1 53 1 0.98 0.02 0.02 0.38

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doe_presentation

1. Design of Experiments project Andre Ramos, Gabriela Olinto and Juan Hawa

2. http://panoramahotelabaete.com.br

3. Abaete

4. Treatment combinations Code Meaning A1 No email option A2 Email option B1 Leave Carnival Add B2 Packages avaible C1 Leave Wi-? and Parking lot at the bottom C2 Put at the top Wi-? and Parking lot

5. The data set ## Clicked A B C ## 0 -1 1 -1 ## 0 -1 -1 1 ## 0 1 1 -1 ## 1 1 -1 -1 ## 1 -1 1 -1 ## 0 1 -1 -1 ## 1 -1 1 -1 ## 1 1 -1 -1 ## 1 1 1 1 ## 1 -1 1 -1 Total runs 177

6. % Conversion of clicks ## Treatment Combination Users Clicks Conversion ## A1-B2-C2 19 3 15.79 ## A2-B2-C1 25 0 0.00 ## A2-B1-C1 21 2 9.52 ## A1-B1-C1 22 2 9.09 ## A2-B2-C2 29 2 6.90 ## A1-B2-C1 21 7 33.33 ## A2-B1-C2 23 2 8.70 ## A1-B1-C2 17 0 0.00

7. Figure: % Conversion of clicks 0.91 0.09 1 0.67 0.33 0.84 0.16 0.86 0.14 0.91 0.09 1 0.97 0.03 0.00 0.25 0.50 0.75 1.00 A1?B1?C1 A1?B1?C2 A1?B2?C1 A1?B2?C2 A2?B1?C1 A2?B1?C2 A2?B2?C1 A2?B2?C2 Treatment Combination Percentage Response Not Clicked Clicked

8. Full model ## term Test.Df Deviance Model.Df statistic p.value ## A 1 3.942 175 112.44960 0.0471* ## B 1 0.672 174 111.77804 0.4125 ## C 1 1.901 173 109.87677 0.1679 ## A:B 1 10.119 172 99.75777 0.0015* ## A:C 1 0.977 171 98.78123 0.3231 ## B:C 1 2.555 170 96.22655 0.11 ## A:B:C 1 0.000 169 96.22655 1

9. Reduced model ## term Test.Df Deviance Model.Df statistic p.value ## A 1 3.942 175 112.4496 0.0471* ## B 1 0.672 174 111.7780 0.4125 ## A:B 1 9.898 173 101.8799 0.0017*

10. Interaction plot 0.00 0.05 0.10 0.15 0.20 0.25 0.30 ?1 1 A Clicked as.factor(B) ?1 1

11. Summary ratios A B No Yes P(N) P(Y) Ratio Odds Ratio -1 -1 37 2 0.95 0.05 0.05 1 -1 1 30 10 0.75 0.25 0.33 6.33 1 1 39 5 0.89 0.11 0.12 2.35 1 -1 53 1 0.98 0.02 0.02 0.38

12. Questions?

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