Multichannel retailer updates customer experience offered online using web analytics information to refine proposition and boost satisfaction and sales
TV and hi-fi retailer Richer Sounds
has used insights and data about how customers use its website to make improvements and increase the value of its online sales.
Working with conversion rate specialists Applied Web Analytics
(AWA), the company reviewed and enhanced the experience of its online visitors, clarifying which products are available online or instore only.
Clarifying extended range
Richer Sounds offers a range of more than 1,000 product lines including audio equipment, televisions and home cinemas. The company’s website encourages customers to visit one of its 50-plus retail outlets in order to benefit from expert advice and customer service from a passionate and well trained team. The full product range is also available to view online, but only a proportion can be bought online.
Claudia Vernon, marketing director at Richer Sounds, said: “We were aware that there was some confusion over which products were available online and which were instore only and that the only way to really understand this was to professionally test the website. We wanted to know more about what potential customers were really thinking and how to improve conversion, so we brought in consultants AWA to help.”
AWA began by conducting usability tests and analysing in depth Richer Sounds’ website data. Dan Croxen-John, AWA chief executive, said: “Our tests dramatized shortcomings on the site. Our report identified ways to improve the product pages, especially the call to action buttons. The tests also revealed that the ‘Add to Basket’ button for items available to buy online was being overlooked by potential customers.”
Testing changes with feedback
Together with Richer Sounds, AWA designed new action buttons specifically to help reduce confusion over ‘instore only’ products and ‘online only’ products. They were tested using AWA’s testing panel ‘Feedback Army’ and the most popular icons were then implemented. Signposting and shopping basket visibility were also improved.
Richer Sounds’ online experience for customers has been improved through changes that were also implemented quickly and smoothly with no disruption or loss of trading.
Vernon added: “We are really happy with the results and are now looking to work with AWA on other areas of our website to deliver our customers a further enhanced browsing experience. This successful project has paid for itself many times over.”