[mrkurt]

There are two ways to tell people what a company does:

1. Explain the value of what you do 2. Explain how it's implemented

The Optimizely example in this article is the former, though the headline is not great. The subhead is pretty decent.

Optimizely could easily say "we're an application for testing different versions of your app", which is true and explains what they literally do.

In my experience, if you care about conversions, "explain the value" wins. People who believe they need experimentation don't mind digging for implementation. But they want to know you'll make them more money, or do something else to improve their lives.

This is weird for people like me, I'd usually rather read the README version of a product. But I'm not the one making buying decisions for Optimizely or an agency.