Waterstone's to track online visitors

UK bookseller Waterstone's plans to track the behaviour of website visitors to boost online sales.

Waterstone's has signed a deal with content optimisation specialist Maxymiser to allow it to serve visitors content that best fits their browsing patterns.

Maxymiser will introduce behavioural targeting across the website. The focus will be on devising which designs and page layouts drive the biggest uptake in online sales.

The move marks a shift in Waterstone's approach to online marketing.

David Sheridan, online marketing coordinator at Waterstones.com, said, "After looking at the mix of marketing activities we were running and the returns each area was delivering, we have now re-allocated more of our marketing to be far more focused on conversions."

Waterstone's reported a 9% drop in sales in the 10 weeks ending 2 January. Simon Fox, chief executive of parent HMV Group, called the performance "unsatisfactory", but believes it remains an excellent business and brand, with a "great opportunity as the only remaining specialist bookseller on the high street".