Waterstone's has signed a contract with Maxymiser to drive an improvement in onsite conversion rates and revenues. Waterstones.com is set to go live with the company's conversion management solution in February.

The retailer will now be able to continually test thousands of different iterations of its website with live visitors and then implement content based on statistical evidence of which designs and page lay-outs drive the biggest uptake in online sales.

"Over the past year we have been very focused on driving more traffic to our website and our strategy has been highly successful. Obviously as part of that process we are looking at every opportunity to increase conversion to capitalise on our ever growing traffic," says David Sheridan, online marketing co-ordinator at Waterstone.com. "We decided to evaluate a number of products and having completed this process we quickly came to the conclusion that the Maxymiser proposition was far better suited to our business. We were really impressed by the combination of their strategic knowledge and expertise in this area, as well as their technology platform, and these two factors made them stand out from the competition."

"After looking at the mix of marketing activities we were running and the returns each area was delivering we have now re-allocated more of our marketing budget to be far more focused on conversions," he adds. "Maxymiser will be running both multivariate testing (MVT) and A/B testing on a number of key areas on Waterstones.com that we have identified together in accordance with our test roadmap. Initially we will be focusing on the product page, category page and homepage as these are crucial to the start of the purchase funnel and, due to the levels of traffic we are currently seeing on these pages, we believe that Maxymiser will enable us to achieve a significant sales uplift."

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