Low cost airline, bmibaby, part of the bmi group, has partnered with online conversion management expert, Maxymiser, to drive web sales and boost its online presence. Using Maxymiser’s conversion management solutions, bmibaby is trialling different web page layouts, sequences and content across its website, in order to identify which of the 250+ variants that it has devised with Maxymiser are most effective at increasing advanced seat assignment.
As Ian Stewart, Head of Commercial at bmibaby explains, “bmibaby has always been highly focused on our online customer experience, and we had previously invested in running A/B tests – where two versions of the website are compared against each other – and seen some encouraging results. However, we felt that A/B testing did not match the dynamic nature of our site and recognised the value that partnering with an expert in Multivariate testing (MVT) could bring.”
Through a series of carefully planned tests bmibaby will be able to test each stage of its purchase funnel to drive conversions and increase customer engagement. Elements that will be tested include the layout and design of the pages, the call to action phrasing and positioning of key text on the site.
As a result of the initial tests bmibaby has already seen an 18% uplift in advanced seat assignment conversions and an increase in individual booking value - improving bmibaby’s revenue per passenger from online bookings significantly.
As Ian Stewart continues, “At bmibaby, we are continually looking to enhance our online presence in order to provide our customers with the best possible service whilst also driving increased revenues. By using Maxymiser’s conversion management solutions we will now be able to see a direct correlation between website content and performance and put weight behind the anecdotal evidence we have seen from user testing.”
Commenting on the relationship with bmibaby, Mark Simpson, Founder and MD at Maxymiser says, “Our partnership with bmibaby represents another clear sign of the growing importance and role of conversion management in the UK. Research has shown that consumers are highly responsive to a personalised online experience, and this is exactly what the Maxymiser solutions deliver - a real-time means of providing consumers with desirable content online that drives engagement and sales. In the current economic climate, online is proving to be the key battle ground for organisations looking to engage more effectively with their customers and we look forward to working closely with bmibaby over the coming months to help them maximise online sales.”
Ian Stewart concludes, “Maxymiser have empowered us to take effective action to improve site performance, increase our margin on bookings and allow us to make more informed decisions on our efforts online. This in turn enables us to be more innovative, keeping us ahead of the competition and allowing us to provide fantastic customer service, which is priceless.”