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Lacoste footwear and clothing licensees target European web expansion with help from Maxymiser

Multivariate testing from Maxymiser will help LACOSTE clothing and footwear licensees boost web sales in the UK and Europe

Pentland Chaussures Ltd, the LACOSTE footwear licensee, and Devanlay, the LACOSTE clothing licensee, have signed a contract with Maxymiser, the global expert in multivariate testing, personalisation and optimisation solutions, to increase online revenues and customer engagement. The deployment of Maxymiser forms part of the licensees’ strategies to expand their web presence in the UK and Europe.

LACOSTE will use Maxymiser to undertake multivariate testing on the basket and checkout pages of its website. This will enable the business to measure live visitor responses to different variations of web content and determine which combinations have the most positive impact on conversion rates. Initial testing will be focused on the UK, Germany, France and Austria but LACOSTE also has plans to expand its web activities into Switzerland, Benelux and Portugal as part of its business growth strategy.

Andrew Thomson, E-Commerce Director at Pentland Chaussures Ltd, says: “Maxymiser enables us to optimise the performance of our website and improve the user experience by replacing subjectivity and guesswork with consumer-led decision making that results in higher conversion rates. Maxymiser has a great technology offering and very sophisticated reporting processes, but it is their strategic, consultancy-led approach that is the real differentiator.”

Maxymiser is providing a full range of professional services to LACOSTE including strategic testing and campaign planning, data analysis, technical support and project management. Maxymiser’s remit includes responsibility for rolling out tests, analysing the results and identifying key learnings, which ensures that the testing programme does not place a burden on LACOSTE’s internal resources. In addition, Maxymiser’s OneTouch™ Network ensures that testing campaigns can be launched without the need for lengthy coding and intervention from LACOSTE’s IT department.