Boden optimises online with multivariable testing
Thursday April 7 2011
Retailer boosts UK and US revenues with web optimisation platform to refine customer experience online
Online and mail-order clothing retailer Boden is using Autonomy Optimost multivariable testing (MVT) software across all of its websites to boost revenue.
Autonomy said the retailer is using the software to test virtually limitless permutations of web content and layout of the Boden websites in real-time to identify the versions that deliver the optimal customer experience online.
This allows Boden to make the most of virtually every online marketing element, including landing pages, registration pages, shopping carts, credit card pages, banner ads, email creatives, and web applications, as well as every content type within them, including headlines, copy, forms, images, and rich media. The result is a better customer experience and increased revenue.
Success spurs global roll out
Boden has now chosen to transform and optimise its global web presence by using Optimost across all of its websites after recent tests using the software in the UK and US saw an increase of over 4.5% in revenue per visitor.
“Testing through Autonomy Optimost has enabled us to remove any doubt as to which online creative and navigation performs the best and delivers the biggest commercial uplift. Through a process of listening, testing and improving we have been able to develop a much clearer understanding of our customers' preferences and behaviour,” said Mark Batty, e-commerce manager at Boden.
“The Optimost solution has truly exceeded our expectations in terms of the revenue uplift we have seen from tests on the website, so rolling the technology out across all our international sites was the logical choice for us. We look forward to repeating and improving on these impressive results in our international markets."