MVT boost for Bmibaby website performance

Bmibaby has seen improvements in individual booking values and an increase advance seat reservations following a partnership with online conversion specialist Maxymiser.

The company has trialled more than 250 different web page layouts and content to help the low-cost airline to help drive online sales and boost its website’s performance.

According to Ian Stewart, head of commercial for bmibaby, the airline had previously used A/B testing comparing two different versions of the website but felt that multi-variate testing would improve its results further.

The airline now plans to test each stage of the purchasing journey including layout and design, call to action phrasing and positioning of other key text on the site. Initial results show an 18% increase in advanced seat assignment conversions as well increased revenue per passenger.

Maxymiser found and managing director Mark Simpson said: “Research has shown that consumers are highly responsive to a personalised online experience. In the current economic climate, online is proving to be the key battle ground for organisations looking to engage more effectively.”

At the Travolution Summit on Tuesday, Google UK head Matt Brittin advised companies to take every opportunity to experiment with their websites.

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