Indianapolis -- Hat retailer Lids said Tuesday it has selected customer experience optimization company Maxymiser to conduct comprehensive website and mobile testing for Lids.com.

Lids said it has aligned with Maxymiser as one part of the retailer’s multi-faceted strategy to drive increased business directly through its own online channels. The joint venture will aim to boost e-commerce sales and conversion rates using MaxTestSegment (behavioral targeting and segmentation) and MaxMobile (mobile testing and personalization).

“Testing and personalization will not only help improve revenue and customer retention, but will help us create multi-channel strategies to ensure we are putting the customer at the heart of our online content decisions,” said Steve Wentzell, Lids Sports Group director of e-commerce.