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Sustainability Supply Chain School
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Our core services
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Sustainability Supply Chain School
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The national chain of restaurants, EAT, required a new high-performing website to coincide with their upcoming major rebrand. Their existing website had a number of technical issues which was having a direct, negative effect on its performance.
Using our comprehensive proprietary auditing tool, we carried out a detailed series of UX tests on the EAT website. Social channels were benchmarked with main competitors providing surprising results. We then conducted an even deeper analysis on core personas and their user journeys. Our tests identified three high volume demographic profiles the website was not currently optimised for.
Using the valuable insights gained in the audit phase, we were able to score subjective design decisions. These scores helped steer the creative process and influence the new site plan to broaden its design appeal to broader set of customers.
A new, responsive website was proposed, catering to individual visitor needs with new in-built, user journeys. The ‘funnels’ are designed to segment visitors immediately and steer them to more relevant food choices and improve the on-line experience. Detailed Goals and Events were set up in events to measure the increased sales performance and better attribute visitor sources and keywords. The improved metric tracking gave the inhouse team at EAT better visibility for reporting and therefore better control of any new campaigns.
90-day turnaround of Phase I
As part of its rebranding rollout, EAT are implementing our recommendations for their website.
An in depth audit of EAT’s entire digital footprint revealed gaps where competitors were taking advantage.
Using our internally developed tool, we presented a high impact series of recommendations to the marketing department.
Evidence of competitors claiming market share and tactics to combat this were shared. We expect an increase of traffic, engagement and till sales with the new strategic changes.