Suttons seeds appoints QuBit to help grow eCommerce sales
Data driven approach website optimisation project drives 37% conversion uplift.
As a supplier dependent on seasonal planting, Suttons Seeds experience their highest online shopping period between January and May where they can encounter four times the normal rate of conversion. QuBit were engaged by Suttons to improve the user experience across the site in time for the seasonal rush starting in January.
Using Customer Intelligence QuBit is able to identify the factors causing people to leave the website and not proceed to purchase.
Results from the 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% of users 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’, whilst future projects have the potential to further increase sales.
Steven Newman, Online Marketing Manager, Suttons, said: “As our online channels continues to grow in im¬portance ensuring it is optimised for our custom¬ers going into our peak trading period is vital for growth. QuBit have provided unique insight with strategic guidance and Suttons look forward to the success it will bring in 2012.”
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