Travelodge is seeking to improve its online conversion rates with the use of multichannel online optimisation firm Maxymiser.
The budget chain has decided to conduct a programme of complex testing into how customers engage with its website and has appointed Maxymiser to carry this out.
This follows initial research looking at how customers interact with Travelodge.co.uk, which attracts several million visitors every month.
Travelodge sales and marketing director Catriona Kempston said: “We have a very clear vision of what we want to achieve, and Maxymiser is actively helping us reach that vision.
“The testing is allowing us to make the online customer experience as simple and enjoyable as possible, whilst making sure that we can improve conversion rates.”
She added: “We are looking to make further developments to our website in the coming months and this is something that Maxymiser will play a significant part in.
“It is important for us when making changes to the website that they are comprehensively tested so we can be totally confident that they are going to make a positive customer impact.
“Maxymiser allows us to base our changes on in-depth customer insight, something that is fundamental for us as a business in order to give the customer the best possible experience.”
Maxymiser EMEA vice president Nick Keating said: “The biggest challenge for organisations is making the shift to place the customer and real, measured customer behaviour, at the centre of the decision making process.
“To achieve the relevant, individualised content that will underpin the successful online brand, organisations need to ensure every decision regarding online content is correct, reflects customer behaviour and, critically, improves customer engagement.”