Lastminute.com tests customer engagement

Maxymiser has been chosen after a three-way pitch to provide content optimisation, personalisation and consultancy. The retailer intends to make the shopping experience more personalised as a result.

Initial A/B and multivariate tests will be carried out on landing paes on the site, trialling page layouts, sequences and content. The goal is to increase the number of visitors navigating through the site by making the experience more enganging and thereby driving up conversion to sales.

Richard Spencer, customer experience manager at lastminute.com says: “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.”

Maxymiser was chosen for its understanding of the long-term goals, rather than just delivering quick wins. Lastminute.com will be using a fully-managed service from the provider to help de-risk the decision.

The company hopes to extent the culture of MVT throughout its customer experience function by applying a test-and-learn approach to marketing and engagement lifecycles. Says Spencer: “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.”