7 Best Practices for Testing and Targeting

• establish a testing budget for a realistic plan;
• integrate an approach into e-commerce time lines;
• gain support at the highest levels of your organization, ensuring everyone is on board with your plans; and
• pull together internal resources to support development through analysis.

3. Seek short-term wins. Testing can become a drawn-out process that's made harder than it needs to be. Start with short-term wins that deliver real results. Be ready to react to the results you get based on strategic goals. This can be done by testing your most trafficked pages — e.g., your shopping cart, homepage, product pages, "add to cart" buttons and call-to-action messages. The study suggests the following: