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Q. How do you manage conversion rate improvements and the implementation 

of new features on the site?

Sajjad Bhojani, Dunelm:

 We’re not that advanced at this stage in our use of conver‑

sion rate optimisation since we’re currently updating our e‑commerce platform to IBM 

Websphere. For example, we’re not yet using AB or multivariate testing. We see it as 

more of a priority to introduce better personalisation features onto the site. We do have 

basic product recommendations based on wisdom of crowd, but human intervention 

is required to implement the rules.

We’re around 12 months from an active customer experience improvement pro‑

gramme, but the intention is to implement a tool to help use these approaches. It’s not 

simply a case of choosing the right tool, resource is a big challenge too; we need a 

specific analytics resource and content/copy creation resource to make the updates.

Instead, what we currently do when we introduce new features is that we involve 

users to check that the experience is effective. This is typically a  two‑  phase process 

where we review the experience with customers based on an initial working version of 

the page. For example, we may be improving our product page template, so we will 

create working wireframes for review before building the full template. We will then test 

again to make minor changes when in User Acceptance Testing (UAT).