Our analysis, taken from surveys given at the eMetrics Marking Optimization Summit, found that 52% of online marketing managers are currently engaged in A/B or Multivariate testing and that an even greater percentage plan to begin testing within the next year.
A high-level overview of the findings:
- A variety of testing platforms are considered before making a final decision
- Experiments vary in frequency, page type and page element
- Practitioners often use more than one platform to meet their needs
- Pretest hypothesis often fail
- Lack of Budget was cited as the main reason by those who currently do not do any testing
- Complexity of Tools and lack of best practices were two top challenges faced by those engaged in Testing
- A/B and Multivariate testing is �worth it�
- Behavioral targeting is a small but growing practice
Surprisingly lack of budget was one of the top reasons why companies were not involved in A/B or Multivariate Testing. But if you look at the chart below you will see that companies that do conduct A/B and Multivariate testing find it that it�s worth it. Majority of the respondents who engage in testing said that either it is worth it or can�t live without it. So if you are one of those who think because of lack of budget you can�t do A/B MVT, think again? Your Return will make it worthwhile to do testing. You will be able to move budget from other areas such as Ad spend to A/B testing. Do your ROI calculations. You will be surprised with the positive results you will get with developing a culture of continuous testing.
You can download the whitepaper from ZeroDash1 website.
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