What we’ve learnt since coop.co.uk went live

Users come to coop.co.uk to find whatever Co-op thing they’re looking for. The site’s been live for almost 3 weeks now.

To help us design the new site, we looked at how customers and members were using the old one. For example, we ordered the content so the most popular things appear first. We’ve been looking carefully at the data to monitor traffic and see if any user journeys are broken and so far, everything’s looking good.

Thorough prep paid off

We changed the old site for a few reasons: the content management system was difficult for us to develop and improve; the performance was slow and some sections of the site weren’t responsive.

The old site had been up and running for 8 years and the team that was working on it wasn’t the same as the one that set it up. Over the years, documenting different parts of the site had got messy and complicated but we knew that and planned for the problems we thought we’d face.

Positive results from our biggest change

The biggest change we’ve made is improving the search function. We stopped it searching old content so that it didn’t return results that were out of date and for the first time searches can find food stores.

Since then, we’ve seen the number of searches increase by 28% (admittedly, this could be seen as a positive or negative thing) but the number of search refinements has dropped by 13%. That’s when a user’s first search didn’t return a result they were looking for so they search again using different terms. This means people are finding the results they want, quicker.

We’re still learning though

Five days after we launched we added a feedback box on the search results page. A recurring piece of feedback that we’ve had through it is that users are struggling to add points to their Membership card.

“I went shopping and forgot my Membership card. I’m just trying to add my points. ”

“I forgot to take my Membership card. I have my receipts, can I add my points.”

We’ve now created a ‘Forgotten card. Add your Co-op rewards’ page in response to those comments.

Making things better and quicker

To help make the site quicker and potentially save on server costs we’ve been making improvements to our codebase. We’re halfway through refactoring the backend which should more than double the server response time and add improved resilience under load.

Looking at the analytics

As part of the piece work, we also looked at our old urls. I blogged back in January 2016 about why we got rid of 20 websites to improve the quality of our content. We’ve got rid of lots more since then. We took down 400 pages of information on Co-op estates and we’ve put in lots of redirects from searches. The most notable one is when people search for our funeral homes we direct them to the new Funeralcare branch finder.

Despite the cull, there hasn’t been a massive drop in the number of page views. The blue line is the new site and the orange is the old site.

Screen Shot 2017-04-11 at 15.40.45

All this is just the latest chunk of work we’ve been doing – we know there’s still a long way to go. As always, we want to improve the site so if you have feedback, we’re keen to hear it.

Peter Brumby
Digital Channels Manager