Lastminute.com is beefing up its customer optimisation strategy across three online brands.
The lastminute.com, Holiday Autos and ZUJI websites are to use web analytics firm Webtrends to introduce an optimisation solution to gain deeper insight into customer preferences.
Webtrends’ Optimize and Segments allows the online travel company to test its sites and target users with content based on their individual behaviour.
Lastminute.com will also be using the self-service functionality of Webtrends Visual Editor to design tests itself without the need for external assistance.
This is expected to “drastically reduce” the time-to-test, as well as increase the flexibility for web testing and ad-hoc analysis.
Webtrends EMEA vice president Nick Sharp said: “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 the lastminute.com team to help them build strategies for success based on customer behaviour data, ensuring the websites are optimised and meeting customer expectations.”
Lastminute.com group customer marketing and user experience director Karen Mullins said that “understanding the direct revenue and conversion impact of our user experience improvements is vital”.
She added: “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.”