Paddy Power has announced a strategic partnership with conversion management expert Maxymiser, to optimise its website performance and drive up conversions on its registration and transaction pages.
By using Maxymiser’s multivariate testing and visitor segmentation technology, Paddy Power has been able to increase website conversions by 20 per cent while website tests can be rolled out quickly without requiring technical resource.
Maxymiser enables Paddy Power to measure live visitor responses to changes in webpage layouts, sequences and content, ensuring that customers are the key driver of all design and content change decisions. Following a competitive tender process, Maxymiser was chosen because of its ability to proactively contribute to the entire website design process, a direct consequence of the company’s expertise in conversion management.
Maxymiser will be providing a full range of services including strategic testing, campaign planning, creative design and production, web development, data analysis, technical support and project management.
Stephen Lovell, online product and new business development manager at Paddy Power, commented: "It will help us make more objective decisions about design and content changes based on our customer’s online behaviour. Our website is business-critical so it is important that we do not take risks when making web decisions."
