Maxymiser manages Bmibaby's online conversions

Bmibaby has partnered with online conversion management company Maxymiser to drive web sales and boost its online presence.

Bmibaby is using Maxymiser's conversion management solutions to trial different webpage layouts, sequences and content across its website, in order to identify which of the 250-plus variants that it has devised with Maxymiser are most effective at increasing advanced seat assignment.

Ian Stewart, head of commercial at Bmibaby, said: 'Bmibaby has always been highly focused on our online customer experience, and we had previously invested in running A/B tests, where two versions of the website are compared against each other - and seen some encouraging results.

'However, we felt that A/B testing did not match the dynamic nature of our site and recognised the value that partnering with an expert in multivariate testing could bring,' he added.

Through a series of carefully planned tests, Bmibaby will be able to test each stage of its purchase funnel to drive conversions and increase customer engagement.

Elements that will be tested include the layout and design of the pages, the call to action phrasing and positioning of key text on the site.

As a result of the initial tests, Bmibaby has already seen 18 per cent uplift in advanced seat assignment conversions and an increase in individual booking value.

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