Zuko wins analytics award
Manchester-based martech company Zuko has been named “Analytics Tool of the Year” at the 2024 Experimentation Elite awards.
The award was for the Zuko Form Analytics tool which identifies and fixes problems on online forms that are causing people to drop out.
The Experimentation Elite awards were held in Birmingham and aim to honour achievement in the fields of UX, Conversion Rate Optimisation and Experimentation.
The judging panel commended Zuko for the effectiveness of the tool as well as the customer services and social responsibility from the company as a whole.
Head judge, Joe Doveton said: “Zuko operates in a niche but it is a very important niche, and one it has managed to dominate through listening to its customers to create a great tool that produces real results.”
Zuko Managing Director, Alun Lucas said: “We’re so excited and proud to win this award. It is a tribute to the Zuko team who have worked so hard to build this software. It’s great to be recognised by the industry for delivering something valuable.”
Zuko was established as Formisimo in 2014 and has been backed by a number of venture capital and angel investors including the North West Fund, Creative England, Seedcamp and Publicis Groupe.
Pictured (left to right): Adam Winsland (Account Manager) and Alun Lucas (Managing Director) of Zuko
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The point that stood out to me was that Zuko’s award was not only about the effectiveness of its form analytics tool, but also about customer service and social responsibility, because it suggests that the judges were looking at the company as a whole rather than treating technical performance as the only measure of success. I also found the judge’s comment about Zuko listening to its customers particularly interesting, since solving a fairly specific problem like people abandoning online forms seems to depend on understanding the real frustrations users encounter rather than simply adding more features to a product. There is something quite revealing about a niche company becoming successful by focusing closely on one problem, especially when the problem…
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Congrats to Zuko on the analytics award. It’s always good to see hard work and strong results getting recognised, especially when there’s a lot of effort behind the numbers that people don’t always see. Interesting to read about their achievement and the work that led up to it. I’ve also been looking into Iron On Patches USA recently for some custom designs.