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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

lastminute.com implements Webtrends Optimize and Segments across three websites

lastminute.com has announced that it has applied Webtrends Optimize and Segments across three of its major global brand websites: lasminute.com. Holiday Autos and ZUJI (part of the Travelocity Group).

Analytics and multi-variant testing was already part of lastminute.com’s digital marketing and product strategy to test website content. However, the brand wanted to enhance this by implementing an optimisation solution to obtain deeper insight into customer preferences.

lastminute.com specifically chose Webtrends, specialists in unified mobile, social and wed analytics, for its fully managed service. Its consultants supported and advised the testing process, making recommendations to drive clients’ optimisation strategies and long-term optimisation programmes.

lastminute.com selected Webtrends Optimize and Segments as the technology allowed it to test its sites and target users with content based on their individual behaviour.

lastminute.com has also used the self-service functionality of Webtrends Visual Editor to design tests itself without the need for external assistance. This has reduced the time-to-test, as well as increasing the flexibility for web testing and ad-hoc analysis.

Karen Mullins, group customer marketing and user experience director, lastminute.com, commented: “Understanding the direct revenue and conversion impact of our user experience improvements is vital, and we wanted to move our A/B and MVT testing and targeting strategy to the next level. We chose to work with Webtrends because we wanted a partner that could provide both a hosted and self-service platform with a services team to advise on the best areas of our sites to test across all channels – desktop, tablet and mobile. For us, Webtrends has all bases covered plus a strong platform with unique integration that our internal users can easily adopt to deliver a market-leading optimisation strategy.

Nick Sharp, VP EMEA, Webtrends, added: “The travel industry is incredibly competitive and the customer experience is vital. Optimisation enables businesses to understand customer needs and make changes that will guarantee uplift in conversions. We are working closely with thelastminute.com team to help them build strategies for success based on customer behaviour data, ensuring the websites are optimised and meeting customer expectations.”

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