Placing your brand's value proposition at the core of your website's customer experience is a key consideration when optimizing the site, Boston Globe marketers said at a recent conference. Other discussions at the event centered on the importance of relentless testing and staying open to customer feedback when tests return unexpected results. Speakers from the Obama for America campaign found, for example, that e-mails with a more personal tone did better among the campaign's audience, though extensive testing was necessary to make sure e-mails were optimized.

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