Why Read This
During the Forrester Wave™ evaluation of online testing applications, we surveyed 79 online testing customers about their vendor partnerships and online testing practices. Online testing's ability to provide quantitative insight into the effectiveness of marketing promotions and Web site design choices make it a crucial component of the Web intelligence hub. Firms operating consumer- and commerce-oriented Web sites are coming to the online testing party first, but adoption is picking up across firms of all stripes. Users report that online testing is a resource- and process-intensive effort but one with a big payoff. Firms universally see benefits across a range of optimization targets, including promotions, content, forms, and technical decisions that make online testing a worthwhile investment.