Multivariate testing and consultancy from Maxymiser delivers 18% increase in client downloads on GVC’s brand

Online gaming operator, GVC Holdings PLC, has partnered with Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions, to increase conversion rates and improve customer engagement on one of its key brands, Since implementing MaxTESTTM on the home page of, GVC has been able to test different website iterations with live visitors in order to scientifically select winning content. The first campaign led to an 18% increase in client downloads from the website.

Maxymiser was selected by GVC because of its best-in-class technology, heritage in the gaming sector, the broad experience and guidance of its consultants, and its structured and strategic approach to multivariate testing. This combination of people and processes ensures the optimal website experience for users and delivers much faster ROI for the business.

Jon Salmon, Managing Director of CasinoClub, explains, “We wanted to improve the performance of the website and making changes to content, design and user experience used to be a dangerous game as we could never be sure about the impact of a change. However, with Maxymiser we are guided on what to test and measure and can now test hundreds of page variations with actual visitors and implement changes based on scientific evidence of the best performing content.”

Salmon continues, “Maxymiser stands out from the competition because they take a very strategic approach to testing. We leveraged their Consultant’s in-depth market knowledge, combined with world-class technology and reporting to ensure that we are able to deliver a more compelling website experience for our customers whilst boosting online revenues. The first test we ran on the website has already resulted in a conversion uplift of 18% and this test has been so insightful that we are now looking to roll out Maxymiser across other brands in the GVC portfolio.”

GVC’s decision to engage testing on the website meant that it required a partner that could run German language tests, but then produce the results in English. Maxymiser’s international delivery capability and global infrastructure ensured that this process was seamless and delivered meaningful data back to the business that could be acted upon quickly without putting a strain on internal resources.

Commenting on the role that Maxymiser plays in GVC’s website strategy, Salmon concludes, “Maxymiser took the time to really understand our business needs and drivers and worked in tandem with us to ensure the best testing strategy for our business, drawing on their experience of working in the online gaming industry, creative skills and technical knowledge. We have been impressed with Maxymiser’s consultancy-led approach and initial results and are looking forward to an ongoing strategic partnership with Maxymiser that helps us foster a culture of testing and continual website enhancement, in order to deliver the best experience to our customers and maximise our revenues.”

Published on: 11:10AM on 12th January 2012