Kwik Fit Insurance Adopts Conversion Management Solution From Maxymiser to Increase Web Personalization

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Insurance specialist will use Maxymiser to provide scientific proof of winning web content using multivariate testing, visitor segmentation and web personalization.

Maxymiser web personalization firm logo

Maxymiser web personalization firm logo

Maxymiser have a unique segmentation and web personalization capability which will enable us to present products and promotional offers to visitors based on a user’s known preferences.

Kwik Fit Insurance (KFI), one of the UK’s leading insurance intermediaries, has signed a contract with conversion management expert, Maxymiser, to improve online customer engagement and provide scientific proof of winning web content. Maxymiser will be providing a broad range of services including multivariate testing, visitor segmentation and web personalization, all of which enable Kwik Fit Insurance to make iterative changes to its website, keeping content fresh and compelling without running the risk of getting it wrong.

Kwik Fit Insurance selected Maxymiser because of its market leading technology, rapid implementation methodology, proven track record in the finance sector and the technical skills and experience of Maxymiser’s consultants. By working with Maxymiser, Kwik Fit Insurance is able to take a customer-centric approach to website design and refreshment, where changes to page layouts, sequences and content can be trialled on real customers in order to identify the most effective variants that encourage customers to spend more time on the site and make a purchase.

Michael Lynch, Head of e-Commerce and Marketing at Kwik Fit Insurance, explains, “Maxymiser removes the uncertainty from our web development plans, by giving us the ability to undertake multiple concurrent testing with real customers, all within a tightly controlled environment. We are then able to analyse the results of the tests and make informed decisions about website refreshment, based around scientific evidence rather than guesswork. By regularly testing the effect that changes to web pages have on our audience, we can see if what we think is a positive change actually works in reality. This gives us complete confidence that each time we roll out a change to the website it is actually helping us to maximise conversions of online visitors to paying customers.”

Lynch continues, “We evaluated most of the major conversion management suppliers, but Maxymiser stood out as the right partner for us. They have a market-leading technology platform which is quick and easy to implement, meaning we can now trial thousands of slightly different website variations in a live environment in just a matter of days. In addition, the market knowledge, technical skills and flexible approach of Maxymiser’s account management team helped confirm our decision that they were the best choice of partner for us. We now use the team at Maxymiser as an extension of our own resources and we rely on a strong working partnership with them to help us develop and execute new tests, and to help shape our ongoing website enhancement strategy.”

Initially, Kwik Fit Insurance will be working with Maxymiser to optimise the quotes results page of its website, test audience reaction to different marketing messages as well as improve the overall usability of the site. Moving forward, the company is also looking to maximise cross-sell opportunities by delivering highly personalized web content to visitors. Lynch adds, “Maxymiser have a unique segmentation and web personalization capability which will enable us to present products and promotional offers to visitors based on a user’s known preferences. This is a real differentiator for Maxymiser and we are looking forward to utilising this offering to improve our engagement with customers and drive new revenues across the website.”

Wayne Morris, UK General Manager of Maxymiser, says, “Whilst instinct might encourage online businesses to cyclically refresh their websites to add value and keep customers interested, the risk of getting it wrong is significant. By doing continuous testing with real customers, Kwik Fit Insurance will be able to hone its website on an ongoing basis, so that the site remains relevant and leading edge, but without taking a big-bang approach to web re-design. This means that customers aren’t left feeling that a familiar experience and learned shortcuts have been whipped away from under them, while the business retains the ability to innovate – with the proper controls in place, and in a protected environment. Web personalization is the next big step in tailoring sites to customers.”

About Maxymiser

Maxymiser is the leading global provider of Conversion Management solutions including content optimization and web 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 headquartered Edinburgh and backed by leading venture capital investors.

About Kwik Fit Insurance

Kwik Fit Insurance was launched in 1995 and has grown to become one of the UK's leading motor insurance distributors, as well as a major presence in home and other insurance markets. The company’s award-winning call centre in Uddingston, Lanarkshire, now employs over 1000 people, and was named in the Sunday Times 100 Best Companies to Work For 2010. Since its launch in 1995, Kwik Fit Insurance has grown and developed into one of Scotland's most dynamic contact centres. Kwik Fit Insurance Services is part of the Kwik Fit Group owned by private equity firm PAI Partners. The philosophy of the business is to provide the best possible service to customers.

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Mark Simpson
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