LATEROOMS.COM BOOSTS CONVERSIONS WITH
WEBSITE PERSONALISATION AND TESTING FROM MAXYMISER

-Partnership with Maxymiser enables LateRooms.com to create truly personal shopping experience for customers booking hotel accommodation via the website or mobile devices-

London, UK. (January 23, 2012) - LateRooms.com, the discount hotel specialist and part of the TUI Travel PLC Group of Companies, has signed a contract with Maxymiser to deploy its personalisation, testing and optimisation solutions on the LateRooms.com website in order to enhance the online shopping experience for visitors and boost conversions.

LateRooms.com will be using MaxTEST™ (A/B testing and multivariate testing solutions) and MaxRECOMMEND™ (multivariate testing with recommendations) to tailor its website content based on the personal preferences of live visitors. Maxymiser also forms a critical component of the LateRooms.com mobile commerce strategy, by allowing the company to test and optimise content across a variety of different mobile handsets as it looks to capitalise on the increasing popularity of mobile shopping.

Maxymiser replaces another vendor that LateRooms.com had been using for the last 12 months. Following a review of the marketplace, Maxymiser was chosen because of its market-leading technology and reporting, combined with the expert knowledge and experience of its consultants in the areas of website personalisation, testing and optimisation. LateRooms.com will also benefit from Maxymiser’s OneTouch™ integration platform which enables the company to launch testing and personalisation campaigns continuously, without the need for any lengthy coding or change control processes. For LateRooms.com this means a low total cost of ownership and a reduced time to market.

Jessica Reading, Director of Marketing & User Experience at LateRooms.com, says, “Using Maxymiser we have complete confidence that the changes we are making to our website will improve the user experience and increase conversions. In the past, decisions about website content have been based on subjective views and opinions which meant it was often difficult to get a consensus. Maxymiser removes this problem by allowing us to test content with the people that matter most – our customers.”

Reading continues, “We have found that even a subtle change to a button colour or some specific wording on a page can often result in a major uplift, so having scientific proof of winning content, based on live visitor feedback, gives us an extremely powerful tool to help us grow our business – whether that’s the website or the rapidly expanding mobile channel.”
With website personalisation an increasing focus for LateRooms.com, the implementation of MaxRECOMMEND™ will help further enhance visitor engagement. By combining multivariate testing with recommendations, the content, placement and presentation of recommendations can be tested with customers and optimised for the highest conversion rate. Indeed, Maxymiser believes that small changes in these various site properties have proven to have just as big of an impact as the recommendations themselves.
Commenting on the working relationship with Maxymiser, Reading concludes, “We decided to choose Maxymiser because we wanted a partner that has a dedicated focus on website testing and personalisation and this is what Maxymiser lives and breathes 24/7. They truly are the experts in this field and they have experience of helping hundreds of brands to optimise website performance. Maxymiser sets the benchmark in the industry for fast, low latency test and personalised content delivery. They have a unique proposition which combines excellent project management and know-how with best-in-class technology which is really fast to deploy and does not place any additional workload on our internal IT resources. We consider our partnership with Maxymiser to be a strategic investment which helps LateRooms.com to increase revenues, build loyalty and enhance the customer shopping experience.”

About Maxymiser
Maxymiser is the global expert in multivariate testing, personalisation and optimisation solutions. Brands such as ASDA, Homebase, Kwik Fit Insurance and Virgin Media use Maxymiser to drive the most effective online customer experiences which increase conversion rates, revenue and consumer loyalty. Maxymiser combines online testing and automated personalisation into a single platform that empowers marketers to launch comprehensive optimisation campaigns on-the-fly without the need for IT resources. This patent-pending OneTouch Network connects once to your website, mobile sites, or mobile apps to leverage all Maxymiser solutions and existing data sources to drive highly personalised experiences for every individual. Founded in 2006, Maxymiser is a rapidly expanding, private company with offices in New York, London, San Francisco, Edinburgh and Dusseldorf, as well as a global network of marketing and technology partners. The company's conversion management solutions and reporting infrastructure are recognised by leading industry analysts as best-in-class.

For further information, please contact:
Max Tatton-Brown/ Fiona Kay
EML Wildfire
020 8408 8000
maxymiser@emlwildfire.com

Published on: 9:00AM on 23rd January 2012