Forrester

Why Read This Report

Online testing is no longer the exclusive domain of optimization analysts and statisticians. Marketers and nontechnical stakeholders are increasingly participating in testing processes, driving vendors to focus on ease of use and serving wider audiences. The rise of collaboration between marketing and technical disciplines in testing is generally positive, but simple-to-use tools that reduce the complexity of testing increase the risks of improper test design and planning complications. Customer Intelligence (CI) professionals should embrace planning functionality within site optimization applications that estimate test duration based on the parameters of an experiment. This capability provides crucial visibility into the online testing process to drive appropriate test planning and design and to enforce testing rigor.