Webtrends Sells Optimize Web Testing Business

Digital analytics specialist Webtrends has sold its Optimize web site testing business to a team which includes former exec Matt Smith. The product will be taken forward through a new UK-based tech holding company called Accelerate.

Optimize allows users to create, manage and report on their web site testing and optimisation campaigns, including testing specific site elements with visitors to see which variations are most successful. Items tested include call to action buttons, navigation, testimonials and many other design concepts. The tool can also be used to adapt marketing messages by delivering tests to specific customer segments to understand any differences in behavior or results - for example, segmenting by visitor environment (such as browser, date, OS), geolocation (such as country code, area code, time zone), URL parameters or other splits.

Smith ran the Optimize business for the last couple of years while working for Webtrends, before making the offer to take it forward. He set up Accelerate with Matt Goodchild, Tom Wilson and Ben Charlesworth, who between them have experience in eCommerce, marketing, optimisation, sales, IT and operations. Smith told DRNO: 'Since the transaction we've been busy hiring, separating from the wider Webtrends business and moving into our own premises'.

Terms of the acquisition were not disclosed.

Web site: www.accelerate-group.com .