Wilko is implementing a new online strategy to drive web revenue, focusing on improving conversion rates and customer experience.

The value retailer has appointed conversion rate optimisation agency PRWD – which has worked with retailers including Schuh and Moss Bros – in a two-year deal.

The transformation plan follows four years of testing on the retailer’s website on what drove conversion rates for shoppers.

PRWD director Paul Rouke said: “Wilko represents one of our most significant retail partnerships.

“In our experience, Wilko is one of the few retailers today which truly understand the importance of engaging the wider business to take advantage of the growth potential that intelligent optimisation has.”