Data Driven Web Experimentation on Design and Personalization

Rasika Irpenwar, Nakul Gupta, Rahul Ignatius, Mathangi Ramanchandran

Abstract

In today's world for we use online medium for virtually every aspect of our lives. Companies run controlled web experiments to make data driven decisions, to provide an intuitive online experience. We see a big correlation between online customer behaviors and designs and personal treatment, which could be used to create better customer engagement. In this paper we have studied the impact of design elements on chat invites*, by running experiments on a small population, using machine learning algorithms. Based on this we identify significant elements and build the most opportune personalized messages on invites. Statistical results show that, more visitors on the website accept chat invites which are personalized and optimized for the design. At [24]7, we have experimented extensively on user inter- face designs and journey based personalization which resulted in positive impact on our annual revenue.

References

  1. Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO The Thirteenth ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD 2007). August 2007, pp. 959-967.
  2. New York, NY: Springer Publishing Company, 2011.
  3. https://www.isixsigma.com/tools- templates/design-ofexperiments-doe/design- experimentsDesign and Analysis of Experiments 2015 conference.
  4. https://community.jmp.com/t5/JMP-Blog/Design-andAnalysis-of-Experiments-2015-conference/ba-p/30486 Kohavi Ron : Controlled experiments and outcomes http://www.ruxizhang.com/uploads/4/4/0/2/44023465/ puzzlingoutcomesincontrolledexperiments.pdf Optimizley blog: https://blog.optimizely.com/2010/ 11/29/how-obama-raised-60-million-by-running-asimple-experiment/
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Paper Citation


in Harvard Style

Irpenwar R., Gupta N., Ignatius R. and Ramanchandran M. (2017). Data Driven Web Experimentation on Design and Personalization . In Proceedings of the 2nd International Conference on Complexity, Future Information Systems and Risk - Volume 1: COMPLEXIS, ISBN 978-989-758-244-8, pages 152-158. DOI: 10.5220/0006379801520158


in Bibtex Style

@conference{complexis17,
author={Rasika Irpenwar and Nakul Gupta and Rahul Ignatius and Mathangi Ramanchandran},
title={Data Driven Web Experimentation on Design and Personalization},
booktitle={Proceedings of the 2nd International Conference on Complexity, Future Information Systems and Risk - Volume 1: COMPLEXIS,},
year={2017},
pages={152-158},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006379801520158},
isbn={978-989-758-244-8},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 2nd International Conference on Complexity, Future Information Systems and Risk - Volume 1: COMPLEXIS,
TI - Data Driven Web Experimentation on Design and Personalization
SN - 978-989-758-244-8
AU - Irpenwar R.
AU - Gupta N.
AU - Ignatius R.
AU - Ramanchandran M.
PY - 2017
SP - 152
EP - 158
DO - 10.5220/0006379801520158