Warner Music Group Increases Its A/B Testing Velocity 5%
Warner Music Group Increases Its A/B Testing Velocity 5%
1 PagesCASE STUDY Warner Music Group Increases Its A/B Testing Velocity By 3X 5% AVERAGE CONVERSION RATE INDUSTRY Entertainment COMPANY SIZE 4000+ employees LOCATION New York, USA CAPABILITIES USED A/B Testing, Visitor Behavior Analytics VWO and Warner Music Group VWO spoke to Brandon Gentry, Director of User Experience at Warner Music Group (WMG), and his team, which is responsible for managing websites of the artists that WMG represents. Over the course of 18 months, the UX team at WMG developed a robust framework for deploying websites that are ne-tuned for conversions and user acquisition. The UX team at WMG ensured that the optimization process delivers maximum results without any compromise to the websites’ user experience. Along with optimization, it was also important that the websites a
