The Weather Channel Interactive's (TWCi) Notify! delivers severe-weather alerts to local users over the phone, and sends alerts through email or mobile text. So while TWCi may always be prepared for inclement weather, it wasn't prepared for the low conversion rates on its Notify! Web site. Brad Bacon, director of distribution and CRM for TWCi, recalls the inefficiencies that existed prior to implementing the landing-page optimization services of Seattle-based Widemile. So it came as an overwhelming surprise when the new landing page resulted in a 225% improvement after the first multivariate test cycle. With Widemile handling all the heavy lifting in terms of testing and Web design, TWCi was able to trim its landing-page team to just two marketers, who developed the creatives.