Leading UK online marketplace embraces multivariate testing and segmentation

Notonthehighstreet.com, the online marketplace for original and creative small businesses, has partnered with Maxymiser, the global expert in Customer Experience Optimisation (CXO), including multivariate testing and personalisation, to improve online shopping experiences by ensuring visitors can find and buy exactly what they are looking for from the range of over 60,000 products.

Maxymiser is helping to introduce Customer Experience Optimisation to notonthehighstreet.com by delivering a series of testing and segmentation campaigns that will enable notonthehighstreet.com to make website changes and marketing decisions based on real-time customer behaviours. As a result, notonthehighstreet.com will gain crucial insights into what drives their customers through the purchase funnel, while creating an enjoyable, unique and personalised shopping experience to increases sales and consumer loyalty.

Notonthehighstreet.com selected Maxymiser after a rigid vendor analysis, which confirmed the company’s ability to offer market-leading consulting services, along with the best product roadmap and a comprehensive portfolio of solutions that will allow the retailer to address all elements of customer experience optimisation, including behavioural targeting and mobile optimisation.

To get started, notonthehighstreet.com will use Maxymiser’s MaxTEST™ multivariate testing solution to test and optimise critical areas of the notonthehighstreet.com site, including the home page, search results and the basket page, to determine the best layout, design and content optimisations that increase sales, boost basket values and encourage repeat visits. The company will also deploy MaxSEGMENT™ to deliver a more targeted experience for certain buyer personas and audience segments.

Dave Thomson, Head of Product Management, notonthehighstreet.com, said: “We are a growing brand with products from over 3,000 small British businesses, so we need to make sure our visitors can easily find the original, quality items they desire. We have only just started on our testing programme, but already it is clear that you can’t base decisions on your instincts when it comes to making website content decisions. Working with Maxymiser means we can take a sophisticated approach to our web strategy with Customer Experience Optimisation, to ensure it puts the user experience at the heart of our business.”

Looking ahead, notonthehighstreet.com plans to take advantage of MaxMOBILE™, Maxymiser’s mobile optimisation solution. Dave Thomson continues: “We are in the infancy of delivering a richer mobile experience , but as we get closer to launching a new product our relationship with Maxymiser ensures we will be able to deliver and integrate MaxMOBILE™ into our Customer Experience Optimisation programme. Maxymiser allows us to easily deploy this solution with their unique OneTouch™ Network that eliminates IT involvement to launch optimisation campaigns, which was a crucial element in our decision to partner with them.”

Wayne Morris, UK General Manager of Maxymiser, commented: “notonthehighstreet.com is at an exciting stage of its development and has recognised that designing its web strategy around Customer Experience Optimisation will be critical for its future growth plans. Using data derived from its own live visitors is fundamental to increasing sales, user satisfaction and customer loyalty. With our comprehensive portfolio of solutions, brands like notonthehighstreet.com can deliver on all aspects of their web strategy, from testing to personalisation, to mobile and multichannel integration.”

Published on: 10:36AM on 25th July 2012