More Multivariate Testing & Targeting rules of thumb

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by Mr.Optimization in Numbers

Forrester just published its Online Testing Vendor Landscape.

While painting their landscape, Forrester surveyed 250 Web site decision-makers.

Most of the Forrester Online Testing Vendor Landscape is littered with things like "it's so hard to do testing with no time and resources" that you already know.

BUT there are a few tasty bits to much on...

Multivariate Testing Rules-of-thumb from 250 decision makers

• Only 26% consistently use testing on their primary web properties. Low multivariate testing & targeting adoption spells competitive advantage for those who do it right
• The top 5 challenges are:
  
  
  1. Demonstrating ROI
  2. Prioritizing test initiiatives
  3. Acting upon testing results
  4. Modifying Web pages for testing
  5. Understanding test results
• 48% of those using testing regularly say improved conversion is the #1 benefit
• 46% of those using testing regularly say improved customer satisfaction is the another key benefit
• Recurring programs are key. Most run an average of 7 tests per month
• Most prefer to run their multivariate optimization programs in-house BUT they get better ROI when they have outside specialists do it
• Average lift for optimization programs run by in-house resources: 3% to 8%
• Average lift for optimization programs run by outside specialists: 4% to 10%


• Multivariate testing and targeting need to be part of your standard operating procedures

Conclusion

These numbers are helpful for building business cases and positioning yourself to outperform competitors who are using multivariate testing and targeting too.

If you want to read the whole thing, get it here: Forrester Research Online Testing Vendor Landscape

What do you think of these "thought leaders" and their fancy reports? Do you have any good rules-of-thumb we should know about?