When launching a new website or new functionality on your website, you want to be confident that it will be successful and provide a good return on investment. For example, you don’t want to build a forum that doesn’t attract any comments.
How can you be sure that your site will be successful? Research and testing with your audience is one way to help ensure confidence. However, doing the wrong type of test can generate false confidence and lead to costly mistakes. Coca-Cola is one such example.