631 Howard St. Suite 100 San Francisco, CA 94105 hello@optimizely.com (800) 252-9480 SONY OPTIMIZES TO DRIVE MORE USERS THROUGH THE CONFIGURATION FUNNEL Customer Story: Sony Electronics Giant Unlocks Surprising Wins with Segmentation Evelien Geerens is a web merchandiser at Sony who uses Optimizely to increase conversions across the company’s web merchandising platforms. During a recent site audit, Evelien discovered that banner ads promoting customizable laptops on Sony’s homepage and product pages were underperforming – clickthroughs and purchases from the banners were extremely low. Evelien set out to fix this conversion problem with A/B testing. HYPOTHESIS: The banner ads in question presented two different calls-to-action – one adverti

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