Lastminute hires Maxymiser to optimise landing pages

by Lee Hayhurst
by Lee Hayhurst
April 21, 2010 12:00 AM GMT

Lastminute.com has agreed a strategic partnership with Maxymiser to help the inline retailer boost conversions and offer a more personalised experience.

Maxymiser was chosen from three firms which pitched for the work that will see lastminute.com's landing pages undergo multivariate testing.

It is hoped as a result of this testing Lastminute’s website will be tweaked to be more engaging to visitors who will be encouraged to delve deeper into the site.

Richard Spencer, customer experience manager at lastminute.com, said: “As is the case with many e-tailers at present, improving conversion rates is a key focus for lastminute.com, however, being able to sustain the increase in conversion uplift was pivotal to us.

“Multivariate testing is now widely recognised as a methodology for increasing online conversions, and it has been proven to deliver an excellent return on investment. 

“This, coupled with the fact that Maxymiser offer a fully managed service which effectively removes the risk from our investment, made the decision to work with Maxymiser a relative easy one.”

Spencer added that multivariate testing will become a core part of Lastminute’s development of its website.

“We spend a lot of time trying to create the optimum creative solution and we can waste time debating this internally. The best way to actually find out what works is by showing three or four different ideas to our visiting customers and let them tell us which works best,” he said.

Mark Simpson, founder and managing director of Maxymiser, said: “Instead of having to make educated guesses, lastminute.com will now be able to make sure that what they are providing is precisely what their customers want and is presented in the most accessible way possible.

“It is encouraging to see many brands now implementing the tools and technology available to enable them to stand out in today’s crowded online marketplace. Conversion management is now an essential part of the marketing mix for any online business.”

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