Originally at https://searchenginewatch.com/2016/03/08/customer-journey-from-search-to-landing-page-uk-supermarkets/

In which we take a look at the experience of searching for a brand or product, looking at a brand’s organic and paid search reach and its subsequent landing page. All from the point of view of the customer.

This week let’s take a look at UK supermarkets.

How loyal are we to our regular supermarket?

First of all, I’d like to answer one related question: Just how loyal are people to their regularly used supermarket?

I used to live in Leytonstone, and despite my liberal pro independent-retailer leaning wooliness, my wife and I used to shop at Tesco. Why? Because it was the nearest. That’s all. Just pure laziness disguised as brand loyalty.

Now we’ve moved further east, we no longer have a  supermarket within walking distance to frequent. So we decided to brave the world of online grocery shopping. After all with home delivery, you’re no longer tied down to such trifling matters as distance, opening hours and having to change out of your pyjamas.


After some moderate research, we picked Ocado, and we’ve been getting our weekly online shop from the Waitress affiliated service ever since. And do you know why we chose Ocado? Because they offered us a £30 off our first shop and because all our settings, personal details, payment details and previously bought items were saved with them, we couldn’t be bothered to switch. Again, laziness disguised as brand loyalty.

But, there is one other very important thing at play here: Ocado’s customer service was very good. Or should I say, not so bad that it made us go through the rigmarole of signing up to another supermarket.

We even abandoned our Tesco Clubcard and all its totted up, vaguely meaningless points, which we thought we cared about… but…

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