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Retail Technology, Retail technology News

Speedo initiates multivariate testing project

Tuesday August 2 2011

Swimwear brand selects Maginus to improve the customer experience of its UK website

Swimwear brand selects Maginus to improve the customer experience of its UK website

 

Speedo International, a leading swimwear brand distributing products to more than 170 countries worldwide, has selected Maginus to introduce its multivariate testing (MVT) tool and provide a full service management programme to improve the operability of its UK website.

 

Maginus said its online marketing team will work closely with the Speedo e-commerce team to help improve the company’s web service. The sophisticated MVT technology allows retailers to test the responses of different groups of customers, like those who shop at the weekend, or who arrive from a particular search engine, for instance. The service management programme will also see Maginus create and test graphics, HTML and layouts on the Speedo site, as well as perform usability tests to see which variations are successful in different scenarios and areas of the site.

 

Taking account of customer diversity

 

Paul McDermott, head of e-commerce at Speedo International, said: “We have customers across a wide spectrum from those looking for everyday beachwear, through to fitness and elite swimmers. We’re looking forward to working with Maginus to optimise our website, their expertise will help us assess which designs, photography and content are more inspiring to our customers when purchasing products from different areas of the site. It was important for us that we chose a supplier that could deliver not only the tools but the full service management to help improve the online offering.”

 

McDermott added: “Also, by introducing this technology into the business we hope to be able to make changes that will improve the operational efficiencies of the site almost immediately, making a real difference to our customers.”

 

George Ioannou, head of agency services at Maginus, added: “Speedo is an extremely successful brand, and a business that recognises the value in continually improving its website offering to its customers. Ultimately multivariate testing helps to turn more visitors into customers and helps to increase average order value. The company is also addressing conversion rates from visitors to its site and we’re looking forward to improving the service its website offers.”