Asda bigs up its online overhaul

Asda is hailing the success of the first stage of its revamped Asda.com website, implemented by digital agency Code Computerlove, claiming it has seen an extra 24,000 people a day interacting with the online platform.
In the first six weeks since the site went live, Asda.com has improved the referral traffic by more than 24% while reducing the page’s bounce rate by 37% across all devices, leading to an extra 24,000 people a day interacting with the site, while load time has reduced by a fifth.
The site, which receives more than 90 million visits a year with over 46 million unique visitors, is the gateway to Asda’s portfolio of services including Money, Mobile, Flowers, Wine Shop, Photo, Opticians, Gift Cards, Recipes and Travel.
The move was sparked by concerns that the site had become cluttered and was not performing as well as it could, and briefed Code Computerlove to deliver greater brand impact, improve signposting to enhance the user journeys and deliver a consistent experience across all devices.
The agency’s client services director, Rob Jones, said: “Our mobile-first design and the introduction of responsive capability has delivered a fast and pleasurable user experience with successful onward journey clicks. 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.
“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 automate delivery of page variations and content.”