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Asda Website

Asda redesigns ‘cluttered’ ecommerce site as it looks to adopt a ‘lifestyle’ approach


By Natalie Mortimer, N/A

August 27, 2015 | 2 min read

Asda has overhauled its ecommerce site to deliver greater brand impact and improve the user journey on a website the retailer said had become ‘cluttered’ over time.

The website, which Asda said plays a ‘business critical role’ in the referral of UK consumers to the supermarket brand’s transactional sites including Groceries, George Fashion and George Home, has been given a homepage refresh. Among the new features are a Trending section offering a lifestyle approach.

Rob Jones, client services director at Code Computerlove, the agency behind the redesign said the mobile-first design has delivered a faster experience with successful onward journey clicks.

“A core strategy behind the homepage refresh has been to simplify navigation and use lifestyle photography to elevate the brand and its core messages,” he said. “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 automate delivery of page variations and content.”

So far the new site, which receives more than 90m visits per year with over 46m unique visitors, has improved the referral traffic through to Asda’s core business areas by more than 24 per cent while reducing the page’s overall bounce rate by 37 per cent across all devices. The figures account for an additional 24,000 people a day interacting with content and navigation.

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