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Frequently asked questions

  • Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers. CRO maximizes the value of all site traffic through scientific testing of elements that influence user behavior.

  • Throughout this site we use the term “add-on” as products or services that are offered online on an e-commerce website that are IN ADDITION TO the core product or services and typically compliment that core product by adding value to the customer in some way.

    However, the term ‘ancillary’ can mean different things across industries. In the airline industry, ancillary is a commonly used term to describe products and services that are purchased by customers that are not included in the basic ticket price, e.g. bags, seats, cars, hotels, insurance, parking, transfers etc.

    In retail or insurance they refer to additional products purchased by the customers as add-ons, upsell or cross sell products.

    Other synonyms are: Extras, Accessories, Additions.

  • No. Fusion has two offerings:

    a. The CORE™ platform is a SaaS product model that includes both a software integration with our CORE™ platform and the supporting team to run the entire system and continuous optimization operation.

    b. Fusion Agency consulting services-only, with specializations in CRO, customer experience optimization, and ancillary products.

  • Search Engine Optimization (SEO) helps drive traffic to a website — a form of lead generation. Fusion specializes in CRO (Conversion Rate Optimization), which helps drive the conversions (purchases) once visitors get to a website.

  • Because Fusion has the most experience optimizing ancillary products in the business and we have a success-fee based business model that eliminates the risk of partnering with us! Our CORE platform has unique algorithms for ancillary product targeting that is not found in any other software. We also have success record and proven processes and strategies for ensuring your ancillary revenue consistently increases over time.

  • Because Fusion has the most experience optimizing ancillary products in the business and we have a success-fee based business model that eliminates the risk of partnering with us! We also have a team of certified CRO strategists, UI/UX designers and developers, as well as Google Analytics-certified analysts that have a track record of successfully increasing revenue for our clients.

  • Fusion is the only optimization company in the industry that offers a unique pay for performance commercial model, meaning we put our money where our mouth is! If we don’t drive growth, then we don’t get paid. Our fees are linked to optimization performance as we set revenue share as a % of incremental revenue or a set “success” fee from winning tests.

  • In computer science, Artificial Intelligence (AI) is defined as the use of machines to perform intelligent tasks normally associated with human intelligence.

    Artificial intelligence algorithms are designed to make decisions using real-time data, combining information from a variety of different sources to make decisions to achieve a desired outcome.

    Machine Learning is an application of AI that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. It focuses on the development of computer programs that can access data and use it to learn for themselves. A current application of AI is based around the idea that we should really just be able to give machines access to data and let them learn for themselves.

    For Fusion, we use AI and Machine Learning to provide the right product to the right customer at the right time. Sounds easy, but in truth requires a sophisticated combination algorithms that are changing based on the new information and data coming into them real-time. Fusion marries this with a unique set testing experiences and data that truly makes the equation unique in the marketplace.

  • A/B testing (bucket tests or split-run testing) is a randomized experiment with two variants, A and B. It includes application of statistical hypothesis testing or “two-sample hypothesis testing” as used in the field of statistics. A/B testing is a way to compare two versions of a single variable, typically by testing a subject’s response to variant A against variant B, and determining which of the two variants is more effective.

  • They are both technically customer experience optimization, but Fusion has divided them into two distinct parts that could require different technical integrations and professional expertise.

    Purchase Point Optimization is targeted to optimizing the shopping cart process and products. It specifically deals with optimizing the customer experience in the “conversion funnel” or shopping cart pages as well as any other transactional pages.

    Experience Optimization is optimizing pages outside of the shopping cart or transactional areas. Examples of these pages include home page, product or services information pages, landing pages, etc.

  • Upselling is the practice of encouraging customers to purchase a comparable higher-end product than the one in question, while cross-selling invites customers to buy related or complementary items as an “add-on”. Though often used interchangeably, both offer distinct benefits and can be effective in tandem. Upselling and cross-selling are mutually beneficial when done properly, providing maximum value to customers and increasing revenue without the recurring cost of many marketing channels.

  • With targeting, marketers and merchandisers take insight from their experience and attempt to show relevant offers, content and products to visitors. Personalization and segmentation are both forms of customer targeting that use rules to drive them.

    Segmentation is the process of defining and dividing a large market base into clearly identifiable segments that show similar needs, wants, or demand characteristics. The objective is to design marketing campaigns that closely match the expectations of customers in the targeted segments.

    Personalization in the marketplace is often synonymous with ‘Individualization’ or ‘1-1 marketing’. It is segmentation stripped to its roots! It’s about tailoring highly relevant content at the most personal individual level. Instead of focusing on generic correlations between groups, marketers can tailor individual experiences and respond directly to their customers’ ever-changing needs in real-time.

    An example of this can also be using dynamic fields or data to make the customer experience more personal in the messaging, like using your first name (“Hi, Jason!”) or transaction information (“…on your flight to Aruba,…”) .