Trends Report

Defining A Scalable Site Optimization Process

Process Enables Sustained Online Testing Success

November 29th, 2010
Joe Stanhope, VP, Principal Analyst
Joe Stanhope VP, Principal Analyst
With contributors:
Suresh Vittal , Michael J. Grant

Summary

Online testing is an extremely effective site optimization technique, but few Customer Intelligence (CI) professionals have successfully scaled their testing initiatives to affect customer experience or business performance. Online testing is complex and involves many participants and skills, and for most firms, process remains the missing ingredient. To help, Forrester has identified the goals and objectives of the process that CI professionals must master to ensure success with online testing.

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