Manchester design agency boosts Asda’s online presence

Supermarket retailer Asda has strengthened its online offering with the help of a digital agency based in Manchester, with improved referral traffic and bounce rates reported following an overhaul of its website.

Code Computerlove, which operates from Jutland House in the city centre, carried out a responsive redesign of Asda.com. In its first six weeks, the website saw referral traffic to the supermarket’s core business areas rise by 24%.

Code Computerlove’s client services director, Rob Jones, said: “The team at Asda felt that their existing site had become cluttered over time and wasn’t performing as well as it could and briefed us to deliver greater brand impact, improve signposting to enhance the user journeys and deliver a consistent experience across all devices.

“Our mobile-first design and the introduction of responsive capability has delivered a fast and pleasurable user experience with successful onward journey clicks.”

He added: “The design was the result of extensive user experience testing, with more AB/MV analysis planned for the live site to continue to refine engagement and journey mapping.”

Meanwhile, the website’s bounce rate, which represents the percentage of visitors who leave without progressing beyond the first page, dropped by 37%.

As a result, 24k more people are navigating and interacting with Asda’s online content every day.

Discussing the redesign, Rob continued: “A core strategy behind the homepage refresh has been to simplify navigation and use lifestyle photography to elevate the brand and its core messages.

“It’s also supplied a future-proof, highly flexible solution that will evolve over time and enable Asda to introduce more sophisticated digital techniques in coming months, including personalised content and automate delivery of page variations and content.”

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