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.
A test with 3 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.
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?
