Online trader BuyitDirect.co.uk is aiming to up its turnover by 50% to £150m by boosting its conversion rate.
The company, which owns and operates IT and home appliances websites such as appliancesdirect.co.uk and laptopsdirect.co.uk as well as running white label sites including BHS direct and Debenhams Extra, currently receives more than 100,000 page views a day and about £100m in revenue a year.
It now aims to raise its conversion rate by 50%, increasing revenue by £50m. To that end it is working with conversion management specialist Maxymiser, implementing multivariate and A/B testing on its website. Using this, BuyitDirect aims to measure live visitor responses to a variety of web content, to work out which combinations have the most positive impact on conversion rates.
Nick Glynne, managing director of BuyitDirect, said: “For every bit of traffic that lands on our site we need to make sure we’re not wasting it and that we are doing our best to convert each individual visitor into a paying customer. Prior to working with Maxymiser we were making decisions about content based on personal preferences and gut feel. We did look at implementing Google’s free tool, but we could see that it would take a lot of technical knowledge and staff resource for it to work effectively, which we didn’t have in-house.”
He added: “Working with Maxymiser could double our current conversion rate, leading to additional revenue of £50million – so we are very excited about the new partnership.”
Wayne Morris, UK general manager at Maxymiser said: “Typically, BuyitDirect’s customers have a high average order value due to the nature of the products they are buying – you don’t buy a new TV or laptop every week. “As such, it is crucial that every visitor to the site sees information, images and prices that are correctly laid out to encourage a purchase. Now that BuyitDirect is making content decisions based on science rather than gut feel this will have a very positive impact on their overall conversion rates.”
Maxymiser was founded in 2006 and has offices in the UK, US and Germany. Clients include Asda, Hertz and Hewlett-Packard.