New, responsive design reduces bounce rate at by 37%


ASDA.COM has a business critical role in the referral of UK consumers to the supermarket brand’s transactional sites including Groceries, George Fashion and George Home.

It receives more than 90m visits per year with over 46m unique visitors.

A new responsive design and build for has, in the first six weeks, improved the referral traffic through to Asda’s core business areas by more than 24% while reducing the page’s overall bounce rate by a massive 37% across all devices. That’s an additional 24,000 people a day interacting with content and navigation.

The homepage is gateway to Asda’s portfolio of services including Money, Mobile, Flowers, Wine Shop, Photo, Opticians, Gift Cards, Recipes and Travel.

The re-imagining of Asda’s homepage was carried out by digital agency Code Computerlove. In addition to introducing a cleaner, fresher-feel and layout that has improved onward journeys and bounce rate, by applying lighter weight high performing responsive code the page load time has reduced by around one fifth.

Rob Jones, client services director at Code Computerlove, said: “The team at Asda felt that their existing site had become cluttered over time and wasn’t performing as well as it could and briefed us to deliver greater brand impact, improve signposting to enhance the user journeys and deliver a consistent experience across all devices.

“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.”

Key changes included:

The top visited sections of the site are highlighted in the lead navigation bar and have been reduced from six topics to three: Groceries, George Fashion and George Home.

A ‘Trending At’ section delivers further options to popular and seasonal products and the new design has introduced a limited transition carousel.

As well as highlighting core sections and products, the site showcases how Asda is helping its customers and supporting communities in which it operates. While the site is more lifestyle in its approach and copy, its flexibility allows for more imperative copy as applicable.