Formisimo, an analytics platform that shows companies how they can improve their online checkout process, is working with Shop Direct to maximise the performance of its flagship website Very.co.uk and the newly launched VeryExclusive.co.uk
After a two month trial process Shop Direct has partnered with Formisimo to help it maximise its online sales by making it easier for customers to purchase. Formisimo uses patent-pending technology to store and analyse what consumers do within a website’s online forms, including the checkout page. This helps to reveal the pain points for customers and provides a series of interactive reports, along with real-time data, on what customers are currently doing in online forms. This is the latest tool that Shop Direct has adopted to determine how customers engage with its websites, which include Very.co.uk and Littlewoods.
The retailer was the first in the UK to build an in-house UX lab and is using it to test new technologies with customers and identify ways to personalise and enhance the online shopping experience. Shop Direct was recently awarded Retail Technology Initiative of the Year at the Oracle Retail Week Awards for its experimentation at scale programme.
Formisimo CEO Al Mackin said: “Shop Direct has an ambitious UX team who are passionate about having the best user experience. It’s fantastic to see a large organisation embrace innovation and put it at the forefront of their growth efforts, and we’re delighted to be a part of that. It’s been a pleasure working with them and we’ve already seen fantastic results during the trial period.”
Shop Direct head of user experience Sam Barton said: “Formisimo is a great product that has helped us better understand user behaviour in the registration and checkout stages of our online journey.“We found that the insight matched and complemented the results we get in our testing labs, validating the data. It’s easy to use, and has an impact on both our customer happiness and sales volumes.“Cutting edge innovations like Formisimo and our UX lab help us get closer to our customers and take even more of the guesswork out of online retail. Using data to inform our site design and experience helps us deliver a far more intuitive shopping experience.”
Shop Direct is the UK’s fourth largest online retailer, with annual sales of more than £1.7 billion. The business sells over 1,000 famous brands, including big name labels and its own exclusive brands, and delivers 48 million products to four million customers every year.
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