Conversion rate optimisation solution will enable specialist online retailer to achieve a 50% increase in conversion rates

Conversion rate optimisation solution will enable specialist online retailer to achieve a 50% increase in conversion rates

Internet retailer buyitdirect.co.uk, one of the UK's fastest growing companies specialising in the supply of IT products, services and home appliances, has announced its partnership with conversion rate optimisation technology provider, Maxymiser.

By working with Maxymiser to implement a range of multivariate and A/B testing on its website, BuyitDirect is aiming to increase its conversion rate by 50% which would result in a £50million revenue increase for the company.

BuyitDirect owns and operates a number of websites including appliancesdirect.co.uk and laptopsdirect.co.uk, together with white label sites such as BHS direct and Debenhams Extra.

Over recent years the company has experienced rapid growth, and today receives over 100,000 page views per day generating around £100million in revenue per year.

Serving dynamically tailored content

By working with Maxymiser, BuyitDirect is able to measure live visitor responses to different variations of web content to determine which combinations have the most positive impact on conversion rates.

Nick Glynne, managing director of BuyitDirect, explained: “For every bit of traffic that lands on our site, we need to make sure we’re not wasting it, and that we are doing our best to convert each individual visitor into a paying customer. Prior to working with Maxymiser, we were making decisions about content based on personal preferences and gut feel. We did look at implementing Google’s free tool, but we could see that it would take a lot of technical knowledge and staff resource for it to work effectively, which we didn’t have in-house.”

Glynne continued: “There were two key reasons why we selected Maxymiser. Firstly, their solution was very effective and very elegant. When the team demonstrated its capabilities to us I could really see the benefits of making decisions about content and layout based on scientific evidence. Secondly, Maxymiser provides a service not just the solution, which was a key differentiator for us. As part of this service the team really helped us by suggesting what tests to run on which pages and also offered expertise and knowledge that we can utilise to further enhance the process. Working with Maxymiser could double our current conversion rate, leading to additional revenue of £50million – so we are very excited about the new partnership.”