Why Read This Report
In Q4 2011, Forrester surveyed 71 online testing practitioners about their online testing practices. Online testing has broad appeal for addressing a variety of challenges on websites of all sizes, but adoption is uneven because users skew toward directly monetized websites targeted primarily at consumers. Survey respondents indicate that experience, process, and resource constraints throttle their efforts to scale up online testing programs. While testing delivers measureable benefits across a range of success metrics, firms must commit to investing in online testing programs to achieve scale and long-term success.