Roch's Fresh Foods
Designing & Developing A Friendly Website With Ecommerce For A Local Grocery Store Chain
The Development
Preparations
For this development there was a healthy source of data to review, although attempting to draw meaningful conclusions from a previously unoptimized website proved to be challenging. The goal of the client was to drive up sales for their gift baskets, but also tell their store and promote their locations, meaning the KPI’s for this would be orders placed, and clicks to location pages/directions.
User Research
The ideal age demographic for this website ranged from early 30’s to mid 50’s, the data supported this range as anyone outside this demographic was way less likely to actually commit to a purchase. The data also supported the claim that parents and grandparents were more likely to place an order, however the majority of orders were placed on the same product. This wasn’t because of the products superiority, but actually due to the presentation of the other products being sub-par and not treated with the same level of hierarchy.
The Design
The design for this website was requested to be simple, the client responded very well to my approach of a using clean typography and more white space to emulate the approachable feel of the store. I incorporated the use of having their primary icon be a container for some of their images, and using a subtle circular element appear across the site to add some visual flair.
Key Takeaways
Conversions
Conversions increased by 12% in a matter of three months. We were able to also trace & track users across the site to determine their ideal path to reaching these products. Product upsells throughout the site also increased awareness of the other items in the shop, and increased page views per visit.
User Behavior
The new website came with a fine tuned GA4 property that allowed us to further study the traffic that came into the site. A large portion of users funneled to the locations page, so we adjusted the homepage to compensate for that use case which led to an overall better experience.
SEO Improvements
This client saw a 20% increase in their overall traffic within 6 months of their new website launch. However, this client still has not taken down one of their old websites which is leading to a conflict on Google. Although I advised them to remove the other website they continue to allow it to be live.
Email Subscribers
It was my suggestion that we create an email list that we can use to send the weekly rotating flyer to. This flyer quickly rose to over 1000 subscribers, and resulted in an increased overall traffic to all store locations. This also raised awareness for their food distribution center.
Project Summery
Overall this project was a major success, the client was very happy with the branding elements that I created for them. They decided to use my font combination choices inside of their weekly circular, as well as the colors and other branding I created. I do wish they would take down their old website, as it continues to conflict with my efforts to consolidate their online pretense.
