Webtrends Optimize becomes the first Conversion Rate Optimisation platform to be B Corp™ certified

Webtrends Optimize has become the first Conversion Rate Optimisation (CRO) platform to receive B Corp™ certification and joins an illustrious and exclusive community of organisations that are helping ensure business is a force for good and benefits all people, communities and the planet.

Webtrends Optimize is an unrestricted, full-stack, cloud-based SaaS platform that combines data with a powerful suite of website optimisation tools, enabling customers to improve their visitors’ digital experiences and drive higher online conversions. These features range from AB testing, personalisation, social proof, product recommendations and other tactical UX and CRO features such as onsite surveys.

Founded in 2000, Webtrends Optimize works with well-known businesses and charities such as Halfords, Odeon, Goodwood, Virgin Wines, Community Fibre, Trussell and the RSPB, to help grow their online conversions through increased sales, revenue and customer interactions.

Over the past nine months, the business has devoted a significant amount of time preparing for the comprehensive and independent B Corp™ assessment. Verified by B Lab™, the non-profit behind the movement, they ensure a business meets high standards of social and environmental impact, has made a legal commitment to stakeholder governance and is demonstrating accountability and transparency.

To achieve certification, Webtrends Optimize was assessed across five key impact area pillars: governance, workers, community, environment and customers. Within these areas, this included being evaluated on topics such as climate action, human rights, fair work and diversity and inclusion.

During this process, Webtrends Optimize was praised for being an accredited Living Wage Employer, which ensures everyone in the organisation and those who work with them are paid fairly and above the Government’s National Living Wage. The business also invests in professional development and champions equity, diversity and inclusion within the team and with external partners.

Webtrends Optimize is also a member of the SME Climate Hub and is committed to achieving net zero carbon emissions by 2030. 2024 marked its carbon baseline year of measuring Scope 1, 2 and 3 emissions and is now working toward ambitious, transparent reductions.

The business also donates 2% of its annual revenue to charitable causes and community initiatives. In addition to the financial contribution, staff also volunteer their time at various events and initiatives and provide gift-in-kind fundraising support.

As a result of the B Corp™ assessment, the business was awarded an impressive 93.7 impact score, which significantly surpasses the median score of 50.9 that most non-certifying businesses achieve on average and now joins an exclusive list of 2,600 B-Corp™ certified UK businesses.

Matt Smith, CEO of Webtrends Optimize, comments: “Securing B Corp™ certification wasn’t a box-ticking or marketing milestone exercise; it’s been a movement we’ve been proud to be part of. We’ve put our entire business under the microscope, from how we treat our team to how we impact the planet. This achievement is part of an ongoing binding commitment from our business that prioritises people, protects the planet and serves a greater purpose. I’ve always believed that business is a community and can and should be a force for good and becoming B Corp Certified™ formalises that belief.”

B Corp™ certification is just another example of achievements Webtrends Optimize has recently attained, with 2025 being its most successful year of business to date. Other notable accomplishments include securing the highest rated Testing Tool score (4.8 out of 5) on G2, the world’s largest and most trusted B2B software marketplace and review platform, a 41% increase in new accounts, working with global customers across 12 countries and launching 44 product updates and a brand new User Interface (UI).

For further information on Webtrends Optimize’s tools and features, visit www.webtrends-optimize.com or call 0333 444 5502