Some 7,000 product reviews and 13,000 product ratings have appeared on the site since it was relaunched with the extra functionality in late September last year.
Game online business managing director Alex Croft said: “There are now 20,000 touchpoints or elements of content that have been delivered by users. Coming from a standing start we are very pleased.”
The retailer has worked with Avail Intelligence to analyse customer behaviour on the new site. This helps Game improve the relevance of customer searches, providing a more appealing shopping experience and ultimately increasing basket sizes and repeat purchases.
In addition, Croft said that Game has seen a trend of customers coming to the site to look at product information and then going to a store to complete the purchase.
Although he would not give figures, he said both conversion and dwell time had increased on the site since the relaunch and he was optimistic that the performance of the site could help the retailer meet its sales growth targets.
Game also wants the site to appeal to a wide range of customers as more mass-market games are released on platforms such as the Nintendo Wii. He said: “They might not know what they are looking for, but we can come up with suggestions for what is most relevant.”
Regular tweaks mean the site continues to evolve and Croft says the response from customers to the changes has been pleasing so far. “In the run-up to Christmas we got a lot of feedback and compliments that we are making the site easier to shop,” he said.
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