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Bangalore: New Delhi-based website performance testing start-up Wingify on Tuesday said it has acquired US-based Concept Feedback.

Concept Feedback is a community for locating and contracting with website design and user experience experts and is used by brand marketers to increase conversion rates.

As part of the acquisition, Concept Feedback’s offering will be gradually integrated with Wingify’s website testing platform called the Visual Website Optimizer (VWO), while Concept Feedback will continue to operate independently.

“VWO was built to remove the barrier of technical expertise limitations in website testing, a major pain point for any brand looking to optimize their business online," said Paras Chopra, founder and chief executive officer (CEO) at Wingify in a statement.

“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."

Concept Feedback gives brands instant access to more than 26,000 website design experts, to receive recommendations on how to improve a variety of website elements to more efficiently achieve online business goals. Brands can engage with and utilize these experts for feedback on website design, usability, copy, strategy and a variety of other elements that impact brands’ ability to convert business online.

“Concept Feedback is at the forefront of the website design community," said Andrew Follett, founder and CEO of Concept Feedback.

“Over the past 5 years, we’ve built a trusted resource that fulfills an unmet need for brands—access to experts that can provide third-party and objective feedback in support of their website goals."

Wingify was founded in 2009 by Chopra and its flagship product, Visual Website Optimizer (VWO) is used by more than 3,700 brands in 75 countries to analyze web activity and increase conversions. Companies like Microsoft, General Electric, Rackspace, Cleartrip and BharatMatrimony use VWO to understand how website visitors engage with their digital properties.

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