Lastminute.com enhances search capability

Leisure retailer hopes further use of search engine marketing will push web traffic and sales

Lastminute.com hopes that better search tools will improve sales

Online retailer Lastminute.com is boosting its search capabilities to improve traffic to its web site and give more visibility to its marketing campaigns.

The leisure business has hired search engine marketing specialist Efficient Frontier as part of a goal to increase click-through rates by driving traffic to the site and boosting the efficiency of online campaigns by 15 to 20 per cent in the European markets in which it operates.

Under the partnership, Lastminute.com will benefit from algorithms and services which will provide a predictive modelling solution to advanced search marketers.

The company claims that it will also benefit from accurate forecasting and predictable outcomes offered by the new tools.