UK motoring organisation further enhances new web presence by selecting multivariate testing and online optimisation provider
UK motoring organisation further enhances new web presence by selecting multivariate testing and online optimisation provider
Motoring services provider RAC recently announced it had selected Maxymiser as its multivariate (MVT) testing and online optimisation provider.
The RAC will work with the testing, personalisation and cross-channel optimisation technology and services provider to optimise its customers’ online journeys and increase overall customer conversion, as well as cross and up-sell opportunities across different areas of the business.
Jason Bennett, RAC digital sales optimisation manager, explained: “We are looking at a combination of big MVT tests across the entire online proposition and some quick wins on individual pages to optimise customer journeys and maximise the effectiveness of the huge volumes of traffic across different areas of the website. Maxymiser’s MaxTEST and MaxSEGMENT product will enable us to test the different customer experiences with the objective of increasing overall conversion.”
Seizing optimisation opportunity
The RAC has a history of A/B and multivariate testing dating back four years, when it was part of Aviva. When the organisation was purchased from Aviva in 2011 by the Carlyle Group, the RAC took the opportunity to review its online brand and website, as well as the MVT provider it was using at the time.
Bennett said Maxymiser was chosen for its ease of implementation, functionality and professional services offering. “Maxymiser is based on a single line of code, which means that it can be implemented by us as a marketing team quickly and easily, rather than go through IT channel,” he said.
“In addition, we found the functionality of the Maxymiser product suite superior in terms of both segmentation and mobile capability. Finally, it was the full service package that Maxymiser could offer that really made the difference – from identifying, developing, executing and analysing each test.”
He added: “We’re looking to bring in a culture of testing as part of a business-as-usual process. Any opinion that is subjective, we are looking to test in terms of real numbers, real world, real effect. We want to test multiple opinions and ideas and use the insights to come up with the optimal version of the truth.”
Increasing online conversions
The RAC has so far completed an initial test on its homepage, which has already seen a 9-10% uplift in conversion, and is in the middle of its third test, which it hopes will provide an equal level of return.
Bennett said: “The way the account is set up and the review process Maxymiser’s professional services team undertakes means that every single test provides insight and reaps reward, even if it doesn’t generate uplift.”
He concluded: “It is vital to us that customers want to engage with us online and the only way to do that is by having a website that delivers exactly what our customers want. That can only be achieved by taking the guess-work out of the process and analytically proving what works best – and that can only be realised through ongoing testing, analysing and learning. Maxymiser can help us accomplish this strategic objective.”
News of the Maxymiser engagement emerged just as the UK's oldest motoring organisation also announced it had selected Ensighten to power real-time tag management for www.rac.co.uk and other RAC websites.
