Wingify, the Delhi based SAAS company which owns A/B testing platform Visual Website Optimizer, has acquired Concept Feedback, a US based website design consultancy marketplace, which allows businesses to get (paid) feedback from website design and testing experts.
Concept Feedback charges $99 per expert consultation, with access to 5 experts in each feedback category (design, usability, copy and strategy). It has around 26,000 design experts on board. Feedback is both written and visual, and can take up to 2 days.
The company had been looking for a buyer for a while, its founder Andrew Follet said in a blog post, while announcing the acquisition. In March 2012, Follet wrote that while Concept Feedback then had 10,000 experts on board, the business hadn’t made much progress generating revenue. This had then led to Follet started two other businesses: Demo Duck and Video Brewery, for video production. The amount paid for the acquisition has not been disclosed.
For Wingify, this acquisition fits in rather well: while VWO allows businesses to test their design premiss with consumers live, offering A/B testing, multivariate testing, behavioral targeting, usability and heat map testing solution that requires no coding knowledge, Concept Feedback will offer the same client base access to expert feedback, as an additional service. In a note to the Concept Feedback community, Wingify CEO Paras Chopra, who says that he first used Concept Feedback as a customer in 2010, mentions that VWO users “frequently ask for expert help on their designs.”
While also operating independently, Concept Feedback will gradually be integrated with VWO’s IdeaFactory, which is a curated library of over 300 testing ideas and case studies for website optimization and conversion tracking. A statement from Wingify points towards the challenge that this acquisition addresses:
“…brand marketers are struggling to design long-term A/B testing plans. Data from Wingify shows that the majority of marketers seek out A/B testing to improve website conversions, yet the biggest barrier to implementing those tests is lack of testing focus areas. With VWO and Concept Feedback, brand marketers and executives tasked with conversion rate optimization have access to new ideas instantly.”
In a statement, Paras Chopra, Founder and CEO at Wingify says,”As brand marketers begin to realize there is a quick and easy way to perform optimization tests, their next logical step is to expand into new test areas, as we’ve seen with the emerging ‘Power Tester’ class – people who consistently launch multiple website tests per month to increase conversions and revenue. Aligning Concept Feedback with VWO and IdeaFactory will bring an endless supply of new ideas, best practices and expertise from carefully vetted design and testing experts to the table for VWO’s clients.”