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Optimizely Partners with Ifbyphone to Include Critical Call Conversion Data in Website A/B Testing
[June 10, 2014]

Optimizely Partners with Ifbyphone to Include Critical Call Conversion Data in Website A/B Testing

CHICAGO --(Business Wire)--

Ifbyphone (News - Alert), the leader in voice-based marketing automation, today announced a partnership with Optimizely to integrate Ifbyphone's advanced call tracking data with Optimizely's world-leading optimization platform. Now marketers using Optimizely for website optimization can identify not only which page variations generate the most web conversions, but inbound sales calls as well. The partnership enables businesses and agencies to optimize website content and PPC (pay-per-click) landing pages to drive more higher-value leads that convert more frequently to opportunities and revenue.

The announcement comes as inbound sales calls to businesses are skyrocketing, and phone calls have become the most sought-after and lucrative lead type. According to analyst firm BIA/Kelsey:

  • The surge in mobile device adoption is driving an influx of sales calls into businesses. 30 billion calls were made to businesses in the U.S. alone last year, and that number is expected to reach 73 billion by 2018.
  • Inbound calls are not only growing in volume, but also in value. 66% of businesses consider phone calls excellent or good leads, more than any other lead type. And inbound calls convert to revenue 10 times more than web leads.

"Thanks in part to the proliferation of smartphones, we are seeing an undeniable and growing trend of consumers researching products and services online but converting offline using their phones," said Irv Shapiro, CEO of Ifbyphone. "Marketers are now in a race to optimize their web pages and search strategies to generate more of these high-value calls. It's why Ifbyphone's partnership with Optimizely is so exciting. By including previously unavailable call conversion data from Ifbyphone in Optimizely's platform, marketers can now maximize their website's impact by selecting the page variations that drie the most online and offline conversions."

Lead metrics attributing inbound calls to the correct marketing source, including web pages, ads and search engine queries, have been traditionally difficult to capture, leaving a blind spot in marketing data that negatively impacts lead generation and revenue. Ifbyphone's next-generation call tracking platform not only captures that data automatically for Optimizely users to leverage in their testing, it also provides them with a full suite of tools to control how those calls get routed and managed to optimize conversion rates and sales.

"Optimizely has enabled thousands of businesses to dissolve technical bottlenecks," said Chris Tiutan, Product Marketing Manager at Optimizely. "The Ifbyphone integration expands that idea-helping our customers run their businesses more efficiently with the best testing and call tracking platforms available. We're thrilled to partner with Ifbyphone to make our customers even more successful."

"Using Optimizely and Ifbyphone together has enabled us to truly optimize conversions from our site," said Christian Krohn, senior manager of e-marketing at pt Health, one of Canada's fastest growing health care companies. "Phone (News - Alert) leads are our most important conversion goal, and being able to use Ifbyphone to track them back to the right marketing source has been critical to our success. Having Ifbyphone's call data as part of our Optimizely split tests has enabled us to find landing page variations that really convert. We couldn't be happier with the results."

To learn more about the benefits of this partnership to marketers, visit the Ifbyphone website or stop by the Ifbyphone booth (#2011) and the Optimizely booth (#1339) at IRCE 2014 at the McCormick Center in Chicago from June 10-13.

About Ifbyphone

Ifbyphone provides the leading voice-based marketing automation (VBMA) platform that businesses and marketing agencies rely on to connect, measure and optimize sales calls. Built specifically for marketing and sales, Ifbyphone's cloud-based solution helps companies of all sizes optimize marketing spend across all channels, generate and convert more high-quality leads and acquire more business over the phone.

Known for its unmatched ease-of-use and reliability, Ifbyphone's VBMA platform has successfully processed over 250 million calls for over 650 million minutes. Organizations of all sizes in all industries use Ifbyphone, including marketing agencies, lead generation, e-commerce, direct response, financial services and insurance, health care, retail and logistics and SaaS (News - Alert) and technology. For more information, visit

About Optimizely

Optimizely is the world's leading optimization platform, providing A/B testing, multivariate testing, and personalization for websites and iOS applications. The platform's ease of use empowers organizations to conceive of and run experiments that help them make better data-driven decisions. Optimizely meets the diverse needs of any organization looking to deliver unique experiences to their audience. To learn more, visit or join Optiverse today.

Ifbyphone and the Ifbyphone logo are trademarks of Ifbyphone, Inc. All other trademarks are the property of their respective owners.

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