Revamped Asda site increases web traffic


Asda has launched a renovated e-commerce site, in order to deliver greater brand impact and improve the user journey.

The supermarket‘s website receives more than 90m visits per year, with over 46m unique visitors.

Following the site‘s refurbishment, 24,000 more people are navigating and interacting with Asda‘s online content every day. The new design saw referral traffic to Asda‘s core business areas rise by 24%.

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

The transformation was engineered by the Manchester digital agency, Code Computerlove.

In addition to introducing a cleaner layout, the application of a high performing responsive code has reduced the page load time by around one fifth.

Rob Jones, Client Services Director at Code Computerlove, 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.

“A core strategy behind the homepage refresh has been to simplify navigation and use lifestyle photography to elevate the brand and its core messages. There is a more instant brand feel and by using background imagery rather than banners there is less distraction for users.

“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 automated delivery of page variations and content.”

Key changes to the site include the addition of a ‘Popular on‘ section, facilitating user access to popular and seasonal products. The top visited sections of the site are highlighted in the lead navigation bar and have been reduced from six topics to four: Groceries, George Fashion, George Home and Money.

As well as highlighting core sections and products, the site now showcases how Asda is helping its customers and supporting communities in which it operates.

Charlotte Brown