Skip navigation
Skip navigation
You are using an outdated browser. Please upgrade your browser.
Photo of Formisimo software being used

Formisimo is a great product that has helped us better understand user behaviour in the registration and checkout stages of our online journey.

Shop Direct works with Formisimo to help boost online sales

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 and the newly launched

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.

Formisimo is the latest tool that Shop Direct has adopted to determine how customers engage with its websites, which include 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.”

About Shop Direct

Shop Direct is the UK’s fourth largest online retailer, with annual sales of more than £1.7 billion (GBP). Our digital department store brands include, which is now a £800 million brand, and receive over a million website visits every day.

Shop Direct exists to make good things easily accessible to more people. With our department store range, market-leading ecommerce and technology capabilities and unique financial services offer, we’re well placed to deliver on that promise.

We sell over 1,000 famous brands, including big name labels and our own exclusive brands, and deliver 48 million products to our four million customers every year. Our click-and-collect service, Collect+, delivers to more than 5,500 stores across the country, increasing ease and convenience for customers.

For more information on Shop Direct, visit or follow us on Twitter at @ShopDirect.

About Formisimo

Formisimo is a Checkout and Form Analytics tool that allows businesses to get a complete understanding of how customers engage with their website.

Formisimo is based in Manchester, UK, is part of the Seedcamp family and is the winner of Retail Week Live, Northern Tech Awards, Bizcamp Tel Aviv and the Northern Digital Awards. Formisimo has been backed by Seedcamp and the NorthWestFund.


For more information please contact Al Mackin on (UK): 07966 781 633 or

This press release was distributed by ResponseSource Press Release Wire on behalf of Formisimo in the following categories: Business & Finance, Retail & Fashion, Computing & Telecoms, for more information visit