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The State Of Online Testing 2011

Online Testing Programs Require Investment To Achieve Scale

February 22, 2012

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Authors

  • By Joe Stanhope
  • with Dave Frankland,
  • Caitlin Souther,
  • Michelle Dickson

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.

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Table of Contents

  • Online Testing Appeals Broadly, But Users Only Scratch The Surface
  • Online Testing Programs Yield Tangible Benefits, But They're Not Cheap
  • RECOMMENDATIONS

  • Spend Money To Make Money In Online Testing
  • Supplemental Material
  • Related Research Documents

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