Lastminute.com picks Webtrends for site optimisation

The deal includes the implementation of testing and targeting platforms Optimize and Segments for the Lastminute.com, Holiday Autos and ZUJI sites.

Lastminute is looking to build up an understanding of user preferences and behaviours in order to match content to the right visitors.

Nick Sharp, VP EMA of Webtrends, said: “The travel industry is incredibly competitive and the customer experience is vital. Optimisation enables businesses to understand customer needs and make changes that will guarantee uplift in conversions.”