Website content testing cuts Asda bounce rate by a fifth
Supermarket giant Asda has revealed that using multivariate testing enabled it to refine its web content and design based on "real customer behaviour" rather than guesswork.
According to the firm's online marketing manager, Chris Dalrymple, multiple page layouts were designed as part of the testing process. The pages were then tested with live visitors, with response measured in terms of bounce rate and click-throughs on individual offers and product areas.
He says the method was chosen as the most effective means of "scientifically measuring" the impact of particular homepage offers, content and layout on visitor response. The eventual "winner" decreased Asda's customer bounce rate by 19 per cent.
“By making small and subtle changes to our website we have already seen that this can have a huge impact on our customers’ ability to find what they’re looking for," he notes. “Our website is the most powerful shop window we have, so we can’t afford to take a hit and miss approach to the design and navigation of the site".
Asda's internet marketing team is now looking into introducing testing on a referral basis, offering customers different content depending on how they arrive at the site.
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Written by on November 28th, 2009 with no comments.
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