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Asda cuts bounce rate by 19%

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Asda has reported that its onsite bounce rate has reduced by 19% since it began using Maxymiser‘s conversion management solutions.

“The homepage contains a large number of offers and calls to action,” Maxymiser explains. “Multivariate testing was selected as the most effective means of scientifically measuring the impact of homepage offers, content and layout on visitor response. Multiple page layouts were designed, approved by Asda and tested with live visitors. Response was then measured in terms of bounce rate and click-throughs on individual offers and product areas. Asda’s winning homepage decreased customer bounce rate by 19%. Maxymiser was also able to provide full visibility on the impact of the new layout on clicks to each individual area of the page.”

“Maxymiser’s combination of expertise in implementing content testing campaigns and strong technology gives us clear proof of what website content works and what doesn’t,” says Chris Dalrymple, online marketing manager at Asda. “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, where previously this process would have taken weeks.”

“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,” he added. “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,” Dalrymple continues. “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.”

“We are continually looking to make visiting a better experience for customers, and this is exactly what Maxymiser enables us to do,” he concluded. “They listened to our requirements and worked closely with us to ensure that all our needs were fulfilled. As a result of their knowledge and experience, we are confident that we are taking the site in the right direction.”

Following the success of the initial tests, Asda has expanded its multivariate testing across the site starting with its Financial Services team, who are currently in the midst of a series of ongoing tests, and is investigating the possibility of introducing testing on the basis of referral — offering customers different content depending on how they arrived at the site.

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