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Paddy Power Gets Better Odds with Maxymiser

Maxymiser delivers 20% increase in sales conversions, whilst removing the need for expensive and risky website re-designs.

Paddy Power, one of the most successful bookmakers in the UK and Ireland, today announces a strategic partnership with conversion management expert Maxymiser, to optimise its website performance and drive up conversions on its registration and transaction pages. By using Maxymiser’s multivariate testing and visitor segmentation technology, Paddy Power has been able to increase website conversions by 20% whilst website tests can be rolled out quickly without requiring technical resource.

Maxymiser enables Paddy Power to measure live visitor responses to changes in webpage layouts, sequences and content, ensuring that customers are the key driver of all design and content change decisions. Following a competitive tender process, Maxymiser was chosen because of its ability to proactively contribute to the entire website design process, a direct consequence of the company’s expertise in conversion management. Maxymiser will be providing a full range of services including strategic testing, campaign planning, creative design and production, web development, data analysis, technical support and project management.

Founded in 1988 as a high street bookmaker based in Ireland, Paddy Power is now an online and offline gaming business with over 300 shops across the UK and Ireland. As part of Paddy Power’s continual development of its online offering, the company recognised the need to be innovative and creative with its website, whilst maintaining objectivity and minimising risk. By partnering with Maxymiser, the company meets all of these key objectives.

Stephen Lovell, Online Product and New Business Development Manager at Paddy Power, explains, “Maxymiser allows us to put testing and content optimisation at the heart of our website development strategy. It will help us make more objective decisions about design and content changes based on our customer’s online behavior. Our website is business-critical so it is important that we do not take risks when making web decisions and by using Maxymiser we now have scientific evidence of winning content.”

Lovell continues, “Before selecting Maxymiser we were using Google Optimiser for website testing as it was free to use. We recognised the benefit of partnering with an expert in conversion management to optimise our website performance. We considered all of the major conversion management suppliers but Maxymiser stood out because they have the best technology offering, an intrinsic knowledge of the gaming market and a rapid implementation methodology which meant we could utilise their development skills to reduce the deployment time of the tool. We also like the fact that we have the option of using the software on a self service basis, once we have built up our internal knowledge and skill sets.”

Wayne Morris, UK General Manager at Maxymiser concludes, “Big name brands such as Paddy Power are recognising the importance of incorporating continual testing into their online strategies. By trialling different web page variations in a live environment, Paddy Power will now be able to let its customers determine the most effective web content. This not only helps to boost online sales but it also eliminates the risk of getting web changes wrong, which is fundamental given the increasing importance of the web channel.”

About Maxymiser
Maxymiser is the leading global provider of Conversion Management solutions including content optimization and website personalization. With offices in New York, London, Edinburgh and Dusseldorf and a global network of partners, its solutions help brands like ASDA, Santander, and Virgin to analyze, optimize and deliver better performing content across digital channels. By working with Maxymiser, marketers make smarter decisions and deliver more engaging customer experiences. Maxymiser is a rapidly expanding, independent company backed by leading Venture Capital investors.