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AsiaRooms.com signs contract with Maxymiser to increase hotel bookings using Multivariate testing

Partnership with Maxymiser enables AsiaRooms.com to test multiple website variations with live customers to see which changes have the biggest impact on hotel reservations

AsiaRooms.com, the hotel specialist for the Asian market and a member of the TUI Travel PLC Group of Companies, has partnered with Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions, to increase hotel bookings on its website and optimise the online customer experience.

By embarking upon multivariate testing with Maxymiser, AsiaRooms.com, which is headquartered in Singapore, is able to test hundreds of different website variations in a live environment, in order to see which webpage layouts, sequences and content enhance the ease in which customers can find and book hotels.

AsiaRooms.com had previously used Google Optimizer and Webtrends for online testing but the company took a strategic decision to partner with Maxymiser because of its specialist expertise and dedicated focus on multivariate testing, combined with its best-in-class technology, reporting and test planning.

Andrew Pumphrey, Managing Director of AsiaRooms.com, explains, “Our goal is to make it quick, easy and hassle-free for our customers to book a hotel through our website so that they keep coming back to us again and again. The multivariate testing programme we are running with Maxymiser is a fundamental aspect of our website development strategy and will enable us to listen and respond in real time to customer preferences, increasing engagement, conversions and loyalty.”

Pumphrey continues, “Using Maxymiser’s multivariate testing platform MaxTEST™, we can continually test different page iterations and quickly identify the content that has the biggest impact on conversions, based on live customer feedback. We understand the dangers of making subjective decisions about website changes which could lead to the wrong choices being made, so having the ability to test ideas first and make changes based on scientific evidence is an incredibly powerful asset within the business.”

AsiaRooms.com has thousands of hotels listed on its website spanning the entire Asian market, from Australia and China to India and Singapore. By working with Maxymiser, the company is able to better understand consumer expectations within each territory and gain a much deeper understanding of their behaviour given different online experiences. And critically, all of this can be achieved without requiring large amounts of internal IT resources to implement new tests.

Commenting on the decision to partner with Maxymiser, Pumphrey says, “We selected Maxymiser because their entire business is centred around website optimisation and this singular focus makes Maxymiser a true voice of authority in the market. Maxymiser’s consultants are highly experienced, and their proactive approach to managed technical testing solutions is critical in getting a complex testing programme delivered. The Maxymiser technology is also easy to use which means tests can be designed and rolled out quickly, with only minimal intervention from our IT team. This results in a huge time saving and a much greater, faster ROI for the business.”