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Charles Tyrwhitt opts for testing technology

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Upmarket shirt etailer Charles Tyrwhitt is using multivariate testing in order to boost its online sales.

The company has worked with technology provider Maxymiser to put a multivariate testing solution in place as part of the website’s relaunch, and reports an increase in conversion rates as a result.

Luke Kingsnorth, ecommerce director at Charles Tyrwhitt said: “Using Maxymiser’s conversion management suite we are now able to test proposed changes to the website before they are rolled out, in order to see if what we think is a positive change does actually help to boost conversions.

“As a primarily online business an effective website is key to our success and we used to spend a lot of time debating internally about what changes we thought would have a positive impact. Using multivariate testing removes these subjective debates, as the reports and dashboards provide detailed results that enable us to clearly see which design and content layouts work best.”

Wayne Morris, UK general manager of Maxymiser, said: “For online retailers, multivariate testing is crucial if they are to gain an accurate picture of what works and what doesn’t for their customers.

“As Charles Tyrwhitt understands, the risks of making the wrong changes can be disastrous, so by continually testing designs and layouts they can ensure that the correct content is always displayed, encouraging customers to make a purchase and thereby maximising the company’s online revenues.”

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