Don’t Discount The Value Of Planning Tools To Your Online Testing Program

In the past 18 months I've spent a lot of time working with Forrester clients on many facets of online testing (that’s a/b and multivariate testing for those of you scoring at home) spanning vendor selection, organizing and developing skills for testing, and building processes to support testing.

One of the general trends in online testing has been the democratization of access to marketing users. I think this is a positive development because successful online testing is a team sport that requires collaboration across multiple departments and skillsets. However, pulling testing outside of the exclusive domain of analysts puts a lot of pressure on vendors to supply tools that are suitable for non-technical audiences. This means providing easy-to-use, guided functionality, collaboration features, campaign preview facilities, extensive object reuse, and modern interface designs. And, to varying degrees, vendors are making progress in the area of user experience to meet these needs.

I have noticed that one of the features that often gets short shrift is test planning tools. In my experience, planning functionality has come forward as a crucial – and underrated – feature in situations where marketers or non-technical users will be involved in the development and deployment of online testing campaigns. To explore this idea further, I just published a new piece of research titled "How CI Professionals Can Plan For Site Optimization Success."

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Summer 2011 Skips The Dog Day Doldrums

In my part of the country — as in many others — it was a very hot and stormy summer. And beyond the weather, I haven't seen the traditional late July and August slow period. Much of my summer has been spent working on the upcoming Web Analytics Wave report. While I've been focused on research, the analytics community apparently has had too much to do and has continued moving along at full speed.

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