Footwear & clothing licensees target European web expansion using multivariate testing
Footwear & clothing licensees target European web expansion using multivariate testing
Pentland Chaussures, the Lacoste footwear licensee, and Devanlay, the Lacoste clothing licensee, have signed a contract with multivariate testing expert Maxymiser, to increase online revenues and customer engagement.
The deployment of Maxymiser forms part of the licensees’ strategies to expand their web presence in the UK and Europe.
The Lacoste licensees will use Maxymiser to undertake multivariate testing on the basket and checkout pages of its website. This is will be used to measure live visitor responses to different variations of web content and determine which combinations have the most positive impact on conversion rates.
Initial testing will be focused on the UK, Germany, France and Austria, but the companies also have plans to expand web activities into Switzerland, Portugal and the Benelux region as part of its business growth strategy.
Eliminating e-commerce optimisation guesswork
Andrew Thomson, e-commerce director at Pentland Chaussures, stated: “Maxymiser enables us to optimise the performance of our website and improve the user experience by replacing subjectivity and guesswork with consumer-led decision making that results in higher conversion rates. Maxymiser has a great technology offering and very sophisticated reporting processes, but it is their strategic, consultancy-led approach that is the real differentiator.”
Maxymiser added that it was providing a full range of professional services to Lacoste, including strategic testing and campaign planning, data analysis, technical support and project management. The provider’s remit also covers responsibility for rolling out tests, analysing the results and identifying key learnings to ensure the testing programme does not place a burden on Lacoste’s internal resources.
In addition, Maxymiser said its OneTouch Network will ensure testing campaigns can be launched without the need for lengthy coding and intervention from Lacoste’s IT department.
