11/08/11

By Karen Moss

Internet retailer buyitdirect.co.uk, which supplies IT products, services and home appliances, has partnered with Maxymiser. By implementing Maxymiser’s range of multivariate and A/B testing on its website, BuyitDirect is aiming to increase its conversion rate by 50 per cent, which would result in a £50 million 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. They receive over 100,000 page views per day generating around £100 million in revenue.

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, explains, “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.”