TV and hi-fi retailer Richer Sounds has used insights and data about how customers use its website to make improvements and increase the value of its online sales.

Working with conversion rate specialists Applied Web Analytics (AWA), the company reviewed and enhanced the experience of its online visitors - clarifying which products are available online or in-store only.

The company’s website encourages customers to visit one of its 50+ retail outlets in order to benefit from expert advice and customer service from a passionate and well trained team. The full product range is available to view online but only a proportion can be bought online.

Claudia Vernon, Marketing Director at Richer Sounds says: “We were aware that there was some confusion over which products were available online and which were in-store only and that the only way to really understand this was to professionally test the website. We wanted to know more about what potential customers were really thinking and how to improve conversion, so we brought in consultants AWA to help.”

AWA began by conducting usability tests and analysing in depth Richer Sounds’ website data. Together with Richer Sounds, AWA designed new action buttons specifically to help reduce the confusion over ‘in-store only’ products and ‘online only’ products. They were tested using AWA’s testing panel ‘Feedback Army’ and the most popular icons were then implemented. Signposting and shopping basket visibility were also improved.

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