Conversion management gives e-tailer £1 million boost

An online retailer specialising in fragrances and beauty products is predicting a £1 million uplift in turnover from its use of a conversion management solution. Fragrance Direct has deployed the Maxymiser tool to trial web page layouts and content in order to identify the most effective at driving sales.

As a result of using the application, Fragrance Direct expects to see a 4.5:1 return on investment from its Maxymiser fees over 12 months. The system constantly tests thousands of slight variations of pages in a live environment, giving an ongoing indicator of how the best yield can be delivered.

Katie Jowle, managing director of Fragrance Direct, says: “The impact of our first six months working in partnership with Maxymiser has been a 14.5 per cent increase in turnover, adding over £1million in turnover. This came from a 5 per cent increase to average order value and improved effectiveness at converting visitors.”

She adds: “The testing platform and expertise that we leverage from Maxymiser have become a central part of our online growth strategy. We are now able to iterate our website, continually improving it based on live visitor response. It has removed the risk from website decisions that we previously had to make with little idea of the likely performance implications. The pace of evolution we are achieving in our current site means we may never need to undergo the pain of a complete re-launch again.”

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