What does it take for a CEO (or even a marketing manager) to drive sustainable competitive advantage in today's marketplace? Is it leadership skills? Is it the people they hire? Is it a great product? Or is it something deeper that powers everything from a more essential level?

In this session, Flint McGlaughlin, Managing Director, MECLABS, revealed new insights from MECLABS research on what is powering sustainable competitive advantage for real companies in today's markets.

Imagine that you had to sell your product or service and the person buying your product was the one who determined the price. How would you convey your value proposition in a way that was compelling to the audience? How would you position your message and your landing page in a way that produces the highest possible price? In this session, you will learn how to sell intangible value as we examine experiments from nonprofits that wrestle with these challenges every day.

Is it possible to see 25% to 300% gains on a regular basis? In this presentation, you will find out how Ryan Hutchings, Director of Online Marketing, VacationRoost, has taken all of the pieces of optimization and testing and created a full strategy that is intertwined into every marketing effort – from PPC to SEO and more.

When you're engineering a website for today's marketplace, it can't be "one and done." People are browsing the Web across differing devices including smartphones, desktops tablets and more, so your website should be optimized for the whole spread.

Voices.com’s CEO and Founder, David Ciccarelli, explained the responsive Web design effort his team undertook that led to a 140% surge in mobile transactions and a 180% increase in revenue.

In this session, Jacob Baldwin, Digital Marketing Manager, One Call Now, will teach you how his team was able to not only increase the conversion initiation rate on their pricing page, but also bring more people through the conversion funnel than ever before. This effort was accomplished all while retaining more business and inspiring faster product adoption through an improved customer experience.

How do you know if your test has any actual impact? How long should you run your test? When should you stop a test? In this session, Emily Emmer, Senior Interactive Marketing Manager, Extra Space Storage, explained how variance testing helped her company create concrete testing rules for a program that produces real results, not just pretty percentages.

In this session, Michael Zane, Senior Director of Online Marketing, Publishers Clearing House, revealed how the company used gamification and real-time marketing to achieve a 34% increase in site engagement in 30 days. Additionally, you'll learn how the marketing team used personalized messages based on user activity to achieve a 25% lift in conversion among the engaged group.

Michael Norton, Associate Professor, Harvard Business School, showed that by increasing operational transparency – showing the work being done on stakeholders' behalf in online services – organizations can gain trust, and increase satisfaction and purchases.

In this session, Flint McGlaughlin, Managing Director, MECLABS, and a team of MECLABS research analysts will be help you identify quick changes to calls-to-action on your page that research has shown to be effective.

Due to the maturity of various product lines, VMware's marketing objectives vary depending on the product. Cindy Lu, Senior Web Marketing Manager, VMware, explained how she and her team uncovered significant customer insights by listening to users, satisfying their goals and weaving conversion metrics into every stage of the marketing funnel.

At past Summits, Peter Doucette, Vice President, Consumer Sales & Marketing, The Boston Globe, has shared how it used landing page optimization to better understand its customers and craft an effective value proposition. In this session, he showed the growth of this effort – how the newspaper has used the lessons learned on the Web to transform the entire business.

American Express used A/B split testing on its content and then went one step further to target specific, niche users. The company utilized audience segmentation to personalize content in real time in order to increase engagement and conversion rate. Hear how American Express reimagined the customer experience with a data-driven approach to optimization.

In this session, Ben Eva, Global Head of Conversion Management, Euromoney Institutional Investor, discusssed how a significant drop in conversions inspired a change in testing strategy. See how Eva’s team segmented traffic sources and fixed leaks at various stages of the sales funnel.

In this session, you'll learn how, when and why minor changes can have a major impact on conversion rates. This session builds on four years of research and features a dozen case studies with examples and data from real A/B tests.

In this rapid-fire panel discussion, three expert Web optimizers shared tests they've run to help answer the most vexing question for many marketers today: "What do customers want?"

Ancestry.com is a subscription-based online service for researching family histories. Most of Ancestry.com’s customers are acquired through a few key online offer pages. Learn how the company is transforming its highest-trafficked offer page from a one-size-fits-all design to a targeted, segmented and contextualized page.

In this session, Flint McGlaughlin, Managing Director, MECLABS, along with MECLABS research analysts, provided real-time feedback of audience-submitted pages. This session is to help you apply everything you’ve learned from Web Optimization Summit 2014.