Improved e-commerce for Bestway customers
Updates to Bestway Wholesale website make shopping more convenient
After earlier on in the year launching a refreshed app to improve the online ordering experience, with the Track My Order service proven to save customers time, Bestway Wholesale has now made updates to its e-commerce website to make shopping even more convenient for customers.
The updates will also benefit suppliers, whose products will now appear in more searches and who will now have more opportunity to advertise on the site to make their products stand out. These changes have resulted in a 1.5% increase in conversion rate for customers purchasing on the website.
The changes, which include adding 65,000 product images, enhanced product page recommendations, improving the search functionality by introducing auto-complete, a clear button, and ensuring products still appear if customers mistype words. have been made by the company’s in-house digital marketing team.
Salih Sheikh, Bestway’s head of digital and marketing, said, “Our expert digital conversion team were tasked to make online shopping easier for customers, as we pride ourselves on giving customers choice and making it convenient for them to shop with us. The team implemented some great, subtle changes to the site which have enhanced the user experience and provided more opportunities for suppliers.
“Our customers can shop in depot, via our app on a mobile phone or tablet and on the website,” he continued, “and all of our digital platforms are integrated so that customers can start their order on one device and finish it on another using the same login. We’ve ensured our e-commerce website carries the same usability as consumer shopping websites, so that customers get the best shopping experience with Bestway.
Bestway has also made improvements to be able to provide a heatmapping analysis to suppliers, showing which parts of a page customers visit the most. This has resulted in changes to make it easier for customers to find what they are looking for. The carousel banners also now change automatically in line with stock levels, to avoid customers being shown a great deal on products that are out of stock.
The conversion team have also developed style guidelines for suppliers who advertise on the website, to ensure consistency for customers and to make it easier for suppliers to meet the brand requirements.
Sheikh added, “We pride ourselves on being leaders in digital and continue to make enhancements to improve the shopping experience and replicate what you see in the consumer online-shopping world. We take feedback from customers and suppliers on board and use this to enhance our list of upcoming developments.”