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For Customer Insights Professionals

The State Of Online Testing 2010

Findings From The Forrester Wave™ Evaluation On Online Testing

November 17, 2010

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Authors

  • By Joe Stanhope
  • with Suresh Vittal,
  • Emily Murphy,
  • Michael J. Grant

Why Read This Report

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.

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  • Users Deploy Online Testing To Address A Variety Of Challenges
  • Online Testing Is Most Frequently Used For Consumer Marketing
  • Online Testing Adoption Varies By Industry
  • Users Work With A Variety Of Partners In Differing Capacities For Online Testing Help
  • A Wide Spectrum Of Factors Influence Vendor Selection
  • Challenges To Online Testing Are Process Oriented
  • Users Want Vendors To Improve Application Reporting And Usability
  • Online Testing Users Optimize Goals That Drive Revenue
  • Online Testing Successfully Drives A Variety Of Metrics

Table of Contents

  • Online Testing Offers Broad Benefits But Adoption Varies
  • Ultimately, Online Testing Is Rewarding
  • RECOMMENDATIONS

  • You Can't Afford To Be Without An Online Testing Program
  • Supplemental Material
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