Maxymiser optimises bookmaker's web performance

Paddy Power has announced a partnership with conversion management expert Maxymiser to optimise the bookmaker's website performance and drive up conversions on its registration and transaction pages.

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.

Maxymiser was selected because of its ability to proactively contribute to the entire website design process.

It 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, said: 'Maxymiser allows us to put testing and content optimisation at the heart of our website development strategy.

'It will help us make more objective decisions about design and content changes based on our customers' online behaviour.

'Our website is business-critical so it is important that we do not take risks when making web decisions and by using Maxymiser we now have scientific evidence of winning content,' he added.

Wayne Morris, UK general manager at Maxymiser, said: 'By trialling different web page variations in a live environment, Paddy Power will now be able to let its customers determine the most effective web content.

'This helps to boost online sales and eliminates the risk of getting web changes wrong, which is fundamental, given the increasing importance of the web channel.

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