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Friends Reunited, the British social networking pioneer, has selected Maxymiser, the global expert in customer experience optimisation (CXO) including multivariate testing (MVT) and personalisation solutions, to increase online customer engagement across brightsolid online publishing’s portfolio of sites, Friends Reunited, Find My Past and Genes Reunited.

Following its recent evolution from the site famous for reuniting old school friends, to the home of the UK’s most cherished memories, Friends Reunited will initially be working with Maxymiser to identify and execute a series of MVT campaigns. The new site will aim to establish a baseline from which to increase the performance and relevance of content that best reflects its new proposition. Through testing and analysis of customers’ real-time behaviour, Friends Reunited will be able to clearly identify which content resonates most with their customers, driving new registrations and on-going engagement.

Matt Bushby, Head of Friends Reunited comments, “We launched the new Friends Reunited in March to provide a safe and easy destination for our members to find, collect and share the memories that matter to them. In order to help our users discover the most interesting, relevant content and increase the sharing and interaction around that content, we knew we had to put together an effective testing strategy. Maxymiser were fundamental in helping us to achieve this.”

He continues, “It was imperative for us to work with a provider that understood our business and was flexible in our needs. Maxymiser’s varied skillset along with their flexible and professional approach to our working relationship has made for a very well received strategy and implementation.”

Maxymiser will be working with brightsolid’s portfolio of sites to deploy various tests and will help to increase click through rates on targeted content.

Moving forward, Friends Reunited will be working with Maxymiser to develop online customer segmentation and personalisation to offer users highly targeted content relevant to their interests, age and previous engagement.

Wayne Morris, UK General Manager, Maxymiser, concludes, “Serving tailored content to website visitors based on their characteristics, behaviour and interaction history is key to producing an online presence that creates an engaged customer. Maxymiser is proud to be working with such an exciting and innovative brand as Friends Reunited to optimise its online offering and ensure that it remains a destination website.”

Published on: 10:54AM on 10th October 2012