Just recently a few of our colleagues were in New York attending the Web Optimization Summit hosted by MECLABS. The focus was on e-commerce and subscription-based online companies and how they can use testing and science to enhance and improve their online customer experience.
Featured speakers included such renowned organizations as VacationRoost, The Boston Globe, and Ancestry.com. Topics ranged from selling intangible value to personalization, and a major theme running throughout the course of the event seemed to highlight a focus on rigorous A/B testing to drive fully customized experiences. It was amazing to see the impact even the smallest change to a call to action can make!
Given our strong belief in testing, performance and optimization, it was great to see such a disciplined room of people focused on driving the best customer experiences through test and learn approaches. It truly resonated with me as it so closely aligned with what we do here at Exchange Solutions – working with our clients to maximize profitable customer behaviors using choices of targeted, tailored incentives. And of course it’s not just about our way of doing things, but what we have experienced through our clients’ successes – using customized approaches has reaped huge rewards for our clients. More than that, we were pleased to host one of our core subscription-based clients at this event – it was a beneficial event and time well spent for them and helped to reinforce Exchange Solutions’ unique approach to intelligent customer engagement.