RAC deploys online business optimisation system

The RAC has improved customer experience across online channels with an optimisation and personalisation system from Maxymiser, to increase conversion rates and revenue.

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The RAC has improved customer experience across online channels with an optimisation and personalisation system from Maxymiser, to increase conversion rates and revenue.

“Our online business is evolving rapidly and we needed to become more agile in how we developed the site,” said Jason Bennett, RAC digital marketing manager. “We wanted to be more responsive and to make changes quicker and more efficiently than we had previously been able to."

Bennett said Maxymiser provides a fully managed service, which includes web development, design, coding, consultancy and account management.

He said: "We cannot only get things live on site much faster, we can also benefit from granular levels of data that we’d never previously experienced. Maxymiser’s testing platform produces high-value analytics that take the guesswork out of key strategic decisions."

The RAC has initially targeted the system at breakdown cover for individual members.

Early campaigns examined some of the most critical parts of the site, including the homepage, the UK Breakdown landing and application page, and the payment page.

“Our work with Maxymiser has helped us to realise that subtle changes can make a real difference to brand performance,” said Bennett. “Small variations really do impact customer behaviour, and so many of our campaigns have focused on testing the more subtle elements of wording, imagery and page layout.

"We’ve become much more refined in how we test and understand the elements of the page that can make a difference," he said.

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