Today at SXSW we had a chance to speak to one of our Digital Vision winners, Boris Grinkot, about website optimization.

He will be creating tools for marketers to test and optimize in a more targeted fashion using our Digital Vision grant and he shared a bit more about his project with us.

Through his research, Boris will be showing how one-off case studies and “universal” best practices fail in tests. This has been a favorite topic among conversion optimization experts. As marketers, we want to learn from each other’s successes, but attempts to replicate them tend to fail. 

This project will provide marketers with heuristic tools to determine optimization and testing opportunities for their websites based on years of consulting, teaching, and secondary research.