Speedo International Ltd, the world’s leading swimwear brand, distributing products to more than 170 countries worldwide, has selected Maginus to introduce its Multivariate Testing (MVT) tool and provide a full service management programme to improve the operability of the its UK website store.speedo.co.uk.

Maginus’s online marketing team will work closely with the Speedo ecommerce team to help improve the company’s web service. The technology is very sophisticated and allows retailers to test the responses of different groups of customers e.g. customers who shop at the weekend or who arrive from a particular search engine etc. The full service management programme will also see Maginus create and test graphics, html and layouts on the Speedo site, as well as perform usability tests to see which variations are successful in different scenarios and areas of the site.

Paul McDermott, Head of Ecommerce, at Speedo International, said, “We have customers across a wide spectrum from those looking for everyday beachwear, through to fitness and elite swimmers. We’re looking forward to working with Maginus to optimize our website, their expertise will help us assess which designs, photography and content are more inspiring to our customers when purchasing products from different areas of the site. It was important for us that we chose a supplier that could deliver not only the tools but the full service management to help improve the online offering.”

McDermott added, “Also, by introducing this technology into the business we hope to be able to make changes that will improve the operational efficiencies of the site almost immediately, making a real difference to our customers.”

George Ioannou, Head of Agency Services at Maginus, said, “Speedo is an extremely successful brand, and a business that recognises the value in continually improving its website offering to its customers. Ultimately multivariate testing helps to turn more visitors into customers and helps to increase average order value. The company is also addressing conversion rates from visitors to its site and we’re looking forward to improving the service its website offers.”

Published on: 3:43PM on 26th July 2011