Multivariate testing set to find winning formula for Brittany Ferries online.

Leading ferry and tour operator Brittany Ferries has partnered with Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions, to increase clickthroughs to booking pages and boost online conversions.

Brittany Ferries will use Maxymiser’s MaxTEST™ to run a multivariate testing programme across its UK website, to determine the winning design and usability combinations that have the most positive impact on bookings, bounce rates and engagement throughout the site.

Maxymiser’s ability to provide a clear roadmap and a comprehensive testing approach, were key in Brittany Ferries’ decision to move to a new testing partner. The ferry and tour operator was also impressed with the in-depth reporting and metrics that track activity at every stage of the online booking process.

Matthew Randle, Internet Services Manager at Brittany Ferries, comments: “Maxymiser offers the expertise and consultancy-led approach that we need to take our multivariate testing programme to the next level of maturity. Maxymiser takes care of all the strategic planning, set-up, testing and analysis, freeing up our website and marketing team to act on the insights delivered.”

Maxymiser will use its unique OneTouch™ Network to allow testing to run continuously across the Brittany Ferries UK website, through a one-time change using a single line of code, eliminating labour-intensive website updates and resulting in a much faster return on investment for Brittany Ferries.

Randle adds: “Maxymiser will transform our approach to testing, simplifying the process for our teams, but delivering the metrics and insights we need to optimise the effectiveness of our website. Maxymiser will play a critical role in our web strategy, ensuring decisions are made based on the actual experience being delivered, to significantly increase conversions.”

Published on: 9:48AM on 20th March 2012