Suttons Seeds claims to have witnessed an uplift in conversions across all online traffic of nearly 40% after adopting a customer intelligence tool from QuBit to improve the user experience, just in time for the seasonal rush starting this month.
The company, whose busiest period is between January and May when green-fingered gardeners stock up for the new season, briefed QuBit to identify the factors causing people to leave the website and not proceed to purchase.
Results from an initial research programme indicate that Suttons was experiencing a significant drop off in sales through poor navigation and issues with their checkout process.
QuBit’s tools identified that 68% of users moved from basket to checkout but 55% dropped off at the ‘sign in’ stage of the checkout. In addition, analysis revealed that navigational issues with the purchase process caused users to click ‘add to basket’ an average of 3.7 times per single product.
Navigation changes already made as a result of the project have generated a 37% uplift in conversions across all traffic, while future projects have the potential to further increase sales, according to the company.
Suttons online marketing manager Steven Newman said: “As our online channel continues to grow in importance, ensuring it is optimised for our customers going into our peak trading period is vital for growth. QuBit has provided unique insight with strategic guidance and we look forward to the success it will bring in 2012.”
