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Background:• State of Online Testing research conducted August 28-September 5, 2014. • 841 total respondents.• Published by WhichTestWon, the unbiased resource for people who love testing.

http://WhichTestWon.com• Sponsored by Marketo, a leader in online testing. http://Marketo.com

For a free copy of our 20-page analysis report on this data, go to: StateofOnlineTesting.com

http://www.stateofonlinetesting.com/

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Percent Of Organizations Testing Their Sites And/Or Landing Pages

Landing Pages Email Mobile Sites Mobile Apps0%

10%

20%

30%

40%

50%

60%

70%

59% 57%

30%

7%

66%60%

39%

11%

What Are Marketers Testing?2013 2014

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo.© 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.


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Big Results49%

Moderate Results42%

Neutral Results9%

No0%

Is Web Testing Worth It?

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo. N=418© 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.


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Online Sales Marketers Lead Gen Marketers Engagement & Brand Awareness Marketers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

74%

58%

27%

78%

59%

45%

Which Types Of Marketers Are Most Likely To Be Testing?

2013 2014



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B2C B2B0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

46%

75%

52%

Who Is Conducting Online Tests?Consumer vs. B2B Marketers

2013 2014

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo. © 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.


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Testing

Marketing

Web Analytics

Usability

Web Desig

n & Development

Customer E

xperie

nce IT

Corporate

0%

10%

20%

30%

40%

50%

60%

70%

1%

59%

1%6%

14%3% 1%

14%

4%

66%

11% 8%3% 3% 1% 3%

12%

42%

20%

9% 10%3% 3% 1%

Small Organizations Mid-Sized Organizations Large Organizations


Which Department Is In Charge of Managing Testing?


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USA / Canada Europe Australia / New Zealand Rest of World0%

10%

20%

30%

40%

50%

60%

70%

80%

66% 67%

56%

64%

In What Part of the World Are Marketers Most Likely To Be Testing?



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More Than 1000 Employees

100-1000 Employees 20-100 Employees Fewer Than 20 Employees

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

64% 66% 65%

46%

78%69% 66%

53%

Which Size Organizations Are Most Likely To Be Testing?

2013 2014



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Online Sales Marketers Lead Generation Marketers Engagement & Brand Awareness Marketers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

48%42%

51%

77%

48%43%

Which Types Of Marketers Get The Best Results From Testing?

Percent of Marketers Who Indicated Testing Was "Significantly Worth It"

2013 2014



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Security Icons

Cart Design Add-To-Cart Elements

Product Page

Template

Site Search Results

Template

Category Tests

Landing Page Tests

Homepage Tests

0%

10%

20%

30%

40%

50%

60%

70%

15%

44%37% 36%

31%28%

40%32%

56%

46%

55% 57%51%

58%51% 54%

29%

11% 8% 7%

18% 14%8%

14%

High Impact Moderate Impact No Impact


Which Basic Online Sales Tests Have The Highest Impact?


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0%

10%

20%

30%

40%

50%

60%

70%

28%21%

48%

32%26%

23%

53%

36%

56%60%

47%

58% 55%62%

42%

56%

16% 19%

6%10%

18% 15%

5%9%

High Impact Moderate Impact No Impact

Which Basic Lead Generation Tests Have The Highest Impact?



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0%

10%

20%

30%

40%

50%

60%

70%

9%

40%

19%14%

10% 8% 10%

59%

40%

58%

44%

66% 63%59%

32%

20% 23%

42%

24%29% 31%

Which Basic Engagement Marketers’ Tests Have The Highest Impact?

No Impact Moderate Impact High Impact



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Quality Of Conversions31%

Conversions49%

Immediate Clicks20%

How Far Down The Conversion Funnel Do Marketers Measure Test Results?



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Persona-based Research/Design

Eyetracking-style Heatmaps

Visitor Surveys

Usability Studies

Conversion Quality

Our "Gut"

Best Practices in Design/Copy

Ideas from Other Sites or Case Studies

Web Analytics

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

30%

34%

38%

47%

50%

61%

68%

68%

94%

Which Are the Most-Used Research Tools to Construct Hypotheses?

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo N=545© 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.


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A/A Tests

Dynamic Content

No. of Pages in Path, Form or Cart

Multivariate Tests

Concurrent Tests

Segmentation

0% 10% 20% 30% 40% 50% 60% 70%

25%

32%

34%

52%

54%

59%

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo N=471© 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.

Which Sophisticated Testing Practices Are Most Used?


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Only run sequential tests8%

Run both sequential & split tests

46%

Only run split tests46%

Sequential vs. Split Testing



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For How Many Weeks Do Marketers Run Tests to Very Low-Traffic Pages

Source: State of Online Testing Survey 2014, WhichTestWon & Marketo. © 2014, WhichTestWon, a division of Anne Holland Ventures Inc. All rights reserved.

2013 2014

Average 5.4 weeks 4.8 weeks


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0%

5%

10%

15%

20%

25%

30%

35%

5%8%

29%26% 25%

7%


How Long Do Marketers Run Tests to Very High Traffic Pages?


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Less Than 80% If Test Ran A Long Time

80% Is OK 85% Is OK 90% Is OK 95% Is OK 99% or better0%

10%

20%

30%

40%

50%

60%

70%

3%8%

4%

16%

64%

5%10% 8% 6%

24%

46%

6%

At What Rate of Conclusiveness Do Marketers Consider It Safe To Declare A Winner?

Testing Vendors Staff Marketers



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0%

5%

10%

15%

20%

25%

30%

35% 33%

23%

17%

13%

10%

5%

Top 6 Reasons Marketers Aren’t Testing Websites Or Landing Pages … Yet



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Resource

sTim

e

Culture/P

olitics

Knowledge

Budget

Traffic

Technology

Other0%

5%

10%

15%

20%

25%

30%27%

23%

11% 11%9% 8%

6% 6%

What's The Biggest Hurdle Stopping Your Company Or Division From Doing More Or Better Testing?



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No One Curre

ntly

Part of a

Staffer's...

1 Full-Tim

e Staffer

2 or More Full-T

i...

7 or More Full-T

i...0%

10%

20%

30%

40%

50%

60%

70%

80%

18%

73%

5% 4% 1%3%

71%

10%14%

3%6%

51%

13%18%

12%

Typical Number Of Testing StaffersSmall Organizations Mid-Sized Organizations Large Organizations



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Business Is Booming We're Seeing Moderate Growth

About the Same As Last Year

Business Is Slacking Off0%

10%

20%

30%

40%

50%

60%

24%

49%

24%

3%

33%

54%

12%

1%

Did Testing Agencies And Technology Businesses Grow In The Past 12 Months?

2013 2014



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0%

5%

10%

15%

20%

25%

30%

35%

40%

9%11%

31%

14%

34%

0%

Will Organizations Hire More Testing Staff Over The Next 12 Months?



sponsored by: get the complete 23-chart report free at how to use these charts: this research

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