Clothing retailer Boden is aiming to boost online revenue worldwide by implementing a new CRM programme which enables it to tailor every element of its website in realtime.
The company is rolling out Autonomy Optimost software across its network, having trialled the scheme in the UK and the US. The software is designed to enhance customer engagement and boost conversion rates and, in one test, the company saw an increase of over 4.5 per cent in revenue per visitor.
Boden uses Autonomy Optimost’s Multivariable Testing (MVT) platform to test virtually limitless permutations of Web content and layout of the Boden websites in realtime, and identify the versions which optimise customer behaviour online.
The system optimises all online marketing elements, including landing pages, registration pages, shopping carts, credit card pages, banner ads, email creative, and Web applications, as well as every content type within them, including headlines, copy, forms, images, and rich media.
Boden ecommerce manager Mark Batty said: “Testing through Autonomy Optimost has enabled us to remove any doubt as to which online creative and navigation performs the best and delivers the biggest commercial uplift. Through a process of listening, testing and improving we have been able to develop a much clearer understanding of our customers’ preferences and behaviour.”
