Luxury shirt brand removes danger of making the wrong decisions about website changes by implementing multivariate testing

Luxury shirt brand removes danger of making the wrong decisions about website changes by implementing multivariate testing

Luxury men's shirts retailer, Charles Tyrwhitt is working with Maxymiser to increase its online sales and enhance the shopping experience for customers visiting its website.

As a result of using the Maxymiser multivariate testing (MVT) software, Charles Tyrwhitt has experienced an increase in conversion rates by putting customers at the heart of its website development strategy.

To complement the relaunch of the company’s website, Charles Tyrwhitt decided to implement a MVT solution that would enable the company to continually test and improve pages of the website.

Retail expertise makes difference

Following a competitive tender Charles Tyrwhitt selected Maxymiser based upon the quality of its multivariate testing platform MaxTESTTM, the added value consultancy services provided by the Maxymiser team, and the company’s proven track record in the retail industry.

Luke Kingsnorth, e-commerce director at Charles Tyrwhitt, said: “Using Maxymiser’s conversion management suite we are now able to test proposed changes to the website before they are rolled out, in order to see if what we think is a positive change does actually help to boost conversions.

Scientific web design guidance

"As a primarily online business, an effective website is key to our success and we used to spend a lot of time debating internally about what changes we thought would have a positive impact. Using multivariate testing removes these subjective debates, as the reports and dashboards provide detailed results that enable us to clearly see which design and content layouts work best.”

Kingsnorth added: “A key benefit of the Maxymiser offering is the skills and knowledge that their consultants bring to our business. By tapping into their expertise and experiences of running tests with other retail clients, and combining that with our own knowledge, we are able to create a broad array of tests that help us understand how our customers navigate and behave on our website. We can then analyse the results of tests together before implementing winning content based on scientific results.”