Website optimizer Wingify from India acquires US-based Concept Feedback

It’s turning out to be quite the acquisition season. This week saw three buyouts already: internet giant Yahoo made its first Indian tech acquisition with Bookpad, a one-year-old startup based in Bangalore. China’s Huawei entered the smart city sector with a US$25 million acquisition of UK-based internet-of-things startup Neul. India’s restaurant finder Zomato bought its fourth startup, Polish food guide Gastronauci yesterday.

And now, here’s the fourth: SaaS startup Wingify in Delhi just bought Concept Feedback, a US-based company which gives brands instant access to more than 26,000 website design experts. Brands can get feedback on website design, usability, copy, strategy, and other aspects that impact their ability to convert business online. This aligns with Wingify’s products.

Paras Chopra founded Wingify in 2009 to provide tech tools for brands to optimize their business online. Wingify’s flagship product, a website testing platform called Visual Website Optimizer (VWO), is used in 75 countries by close to 4,000 companies – including Microsoft, General Electric, and Rackspace. It analyzes web activity in order to increase conversions.

“As brand marketers begin to realize there is a quick and easy way to perform optimization tests, their next logical step is to expand into new test areas, as we’ve seen with the emerging ‘Power Tester’ class – people who consistently launch multiple website tests per month to increase conversions and revenue,” Chopra says in a company statement about the acquisition.

VWO has a feature called IdeaFactory, a curated library of more than 300 testing ideas and case studies for website optimization and conversion tracking. Concept Feedback’s expert community will complement this. Chopra says:

Aligning Concept Feedback with VWO and IdeaFactory will bring an endless supply of new ideas, best practices and expertise from carefully vetted design and testing experts to the table for VWO’s clients. Having website optimization ‘always-on’ democratizes the process, allowing brands of all sizes to have the same success as those with massive marketing budgets.

Although Concept Feedback’s product will be integrated with Wingify’s VWO, the US-based startup will continue to operate independently. The financial terms of this acquisition have not been disclosed.

See: Sequoia-backed Zomato buys Polish startup Gastronauci, eyes Malaysia, Vietnam next