Case Study: Pan Macmillan achieves 400% increase in click-throughs to retailers with WhatUsersDo

Pan Macmillan - Customer Case Study

Pan Macmillan, led by Marketing Technology Director James Luscombe, faced a shift from a B2B catalogue site to a D2C audience as organic reader traffic grew. To understand who its online users are and what they want, Pan Macmillan ran remote UX testing with WhatUsersDo to build accurate user profiles and surface real customer goals and frustrations.

WhatUsersDo delivered a suite of remote UX tests (user journey, multi-device and competitor benchmarking) and videos of real users, which Pan Macmillan used to redesign the site and its processes. The changes — including a “Buy” button linking to retailers, the addition of Goodreads ratings and reviews, and fixes to confusing formatting — drove a 400% increase in click-through rate to retailers and helped shift internal decision‑making by sharing user insights company-wide.

Pan Macmillan

James Luscombe

Web Operations Director