Webtest Sample Report

This graph shows, for one department in a women's fashion catalog, how a webtest compared with buyers' prior Plan amounts and with Actual results after the catalog had completed its season.  The solid line down the middle shows, in decreasing order of volume, the sales that buyers initially estimated for each item.  The black dots are the webtest's forecasts, and the gray triangles show the final outcome.

Buyers planned Product A as the top-ranked item in this department, at about 2,200 units.  The test and the Actual came out  slightly less, at about 2,050 units.  Buyers planned Product B as the second-ranked item, at about 1,700 units.  It fell way below expectations.  The test partly picked up its weakness, predicting about 1,300 units, but in the end Product B sold only about 700 units.  Product C surged well ahead of buyers' Plan.  The test somewhat signaled this strength, but not as strong as it proved to be.  Items D and E also sold noticeably below expectations.

Across all departments, this webtest properly signaled the direction of the actual sales vs. Plan, 82% of the time.  Overall, its forecast error for this women's catalog averaged ± 27%.

Back to Webtest Overview