30/11/2009
By Scott Thompson
Asda has decreased its onsite bounce rates by 18 per cent as part of its drive to refine web content and design based on real customer behaviour.
The retailer has been helped in this by Maxymiser's conversion management solutions. "The combination of expertise in implementing content testing campaigns and strong technology gives us clear proof of what website content works and what doesn't. Through their managed service offering we are now able to test out thousands of different variations in a live environment and we can also analyse the results in real time, whereas previously this process would have taken weeks," says Chris Dalrymple, online marketing manager at Asda. "By making small and subtle changes to our website we have already seen that this can have a huge impact on our customers' ability to find what they're looking for. This is a level of detail that we've never previously had access to whereas now we can use Maxymiser's analysis tool to look at changes that we know drive conversion uplift."
"Our website is the most powerful shop window we have, so we can't afford to take a hit and miss approach to the design and navigation of the site if we are to provide our customers with the best shopping experience. Maxymiser is easy to use and with the level of insight and potential refinements they provide for each test, we have already seen great results in our initial tests," he adds.
