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Website Redesign Case Study

kate@championware.com.au (Kate Champion Web) — Wed, 09 Aug 2023 00:03:56 GMT

Why A Website Needs A Strong Call To Action

Within a comparable 8 week period, the new website achieved some amazing results:

320% Increase in Click to Calls
Double the amount of enquiries (form submissions)
Quantifying Click to Maps (engagement tracking)

The primary goal of the website is to increase the engagement and conversion of a visit once the customer is on the website. This is crucial when you've already spent marketing money on getting the customer to visit your website, so you want them to click on a Call To Action button before they leave.

Call To Actions can be:

- Call Us

- Get a free quote

- submit an Enquiry Form

- Follow Us on Instagram

- Send us an email

A Website with a strong call to action will generate better conversion results once visitors browse the pages. If each lead is worth $100 to your business, then a 1% increase in conversion of 2,000 monthly visitors (from 1% to 2%) is worth $2,000 to you!

How The Business All Started

For two decades, Grady honed his skills in the hospitality industry before finally deciding it was time to step out on his own. In December 2018, with a rich background and a passion to deliver on Australia's burger culture, he launched ItsaBurger in Rosebud, Victoria.

Unlike their American counterparts, Australian burgers are known for their substantial size, explosive flavours, and top-notch quality ingredients - the 'two-handful' experience compared to the ‘one-handful’ burger in America.

Being conscious of the power of an online presence for the restaurant from the get-go, Grady made sure to set up a social media presence and a well-crafted website . He also created a proprietary burger ordering app , allowing ItsaBurger to hit the ground running with both in-store dining and online ordering from day one.

Opening A Restaurant During COVID

When Covid restrictions came into force, ItsaBurger was ready for this new normal with its proprietary App, which performed better than through Menulog and UberEats. The transition was seamless. Orders were coming through quickly, becoming the biggest revenue driver for the restaurant.

Despite being a restaurant in one of the world's most locked-down cities, ItsaBurger thrived, thanks to its seamless integration with a website and online presence.

Online Strategy and Growth

Over the past five years, Grady made two updates to his website. The first was the addition of Covid-related information, the second was the addition of a link to the ItsaBurger ordering app. By 2022, ItsaBurger's website had gained 18,400 visitors, marking an 87% surge within just 12 months. Interestingly, mobile users formed the lion's share of this traffic, accounting for 85% of all visitors.

Social media, particularly Instagram , also played a significant role in ItsaBurger's digital strategy. Now also with an in-house Social Media Manager , the focus is on boosting brand awareness and engagement.

The biggest challenge, according to Grady, has been the constant need to adapt to changing environments, customer preferences and delivery methods of the restaurant. From being an early adopter of online ordering, to months of lockdowns, Grady has navigated some of the most turbulent waters in the restaurant industry.

Website Redesign Project Results

As we look at ItsaBurger's journey, it's evident that a well-considered professional website design can be a game-changer. If you're an entrepreneur in the hospitality industry or indeed any industry, you might want to take a leaf out of Grady's book - leverage the power of a strong digital presence and be ready to pivot when necessary.

You'll be surprised at how far it can take your business!

Branding On The Home Page

ItsaBurger already had a great website to start with , and the first thing that strikes our designers is the burger wrapping paper the restaurants use.

The distinct pink colour was a great way to make images pop and convey a fun and energetic brand personality.

On first glance, we can see that the most important button on the home page is the 'Order Now' button . This needs to pop more than the anything else on the page.

To achieve this, our designers switched out the photo background with the branding wrapping paper , so that the entire page is a consistent pink tone. Thereby ensuring that the black 'Order Now' button pops out from the background.

We also made sure everything is aligned to the middle , including the top navigation bar, to keep the visitor's eyes on the middle of the page.

Displaying Store and Location Information

Like many businesses, the website is not the only presence it has, but physical locations and stores. For ItsaBurger, showing customers their store location and opening hours is important to retain existing customers.

Our designers changed the layout of the store page from vertical to horizontal, keeping the information consistent for each store.

The main goal we wanted to achieve on this page is to make it easier for Grady to display and make changes to the store opening hours. So, we transformed the image into a Opening Hours Widget, which allows you to customise and change your opening hours easily.

To keep the branding colours consistent, our designers also took the picture background away, and replaced it with a solid blue colour.

The website now tracks how many visitors click on the map and interact on this page.

Clear Customer Feedback Form

As mentioned before, the crux of website design, is determining what is the most important element on the webpage. Here, getting visitors to leave a comment or provide feedback through the contact form is most important.

To achieve this, we made sure the text boxes pops out from the background. The two buttons 'Phone' and 'Submit' are now a consistent shape, and both aligned to the middle, so that the page is well balanced.

The brand colours are also key in making this page consistent with all the other pages, to keep the visitor engaged.

What next?

If you are interested in getting your website redesigned, feel free to reach out to our design team at design@championweb.com.au for an assessment on how we can help.

7 Steps for Competitor Analysis

Thu, 27 Apr 2023 06:03:35 GMT

Why spy on your competitors?

It helps you create your own value proposition
It helps you develop your own business strategy
It helps you establish benchmarks

Whether you are disrupting the industry with a completely different approach to your competitors, or following what your competitors do, but BETTER, competitor analysis helps you work on your business, not in your business.

Step 1: Determine who your competitors are

Identify who you is your competitor and who isn’t.

If you are operate a Café in Brisbane CBD, then not all cafes within the 50km radius are your competitors. Look out for the most similar ones to your business idea based on factors such as:

Who are you targeting?
Coffee enthusiasts or hot chocolate drinkers?
Plant based milk options or standard milk options?
Office workers or leisure drinkers?
What are you offering?
Quick service or comprehensive service?
Takeaway based or in store dining?
Small bites, or sit down meals?
What is your price range?
Budget friendly or premium coffee experience?
Specialty coffee beans or standard coffee mix?
Meal combos or set menus?

This allows you to react faster to changing market conditions, and compete with your competitors on the same plane.

A new takeaway corner coffee shop for office workers is not a competitor of the Japanese café for students, although they are in the same industry.

Knowing who are your competitors is the first step to familiarising yourself with your own brand strategy and will help you get clear on your business plan.

Step 2: Identify the winning strategy your competitors are using

Once you have identified your competitors, the next step is to identify the reason why they are successful.

You are asking "Why are they currently successful?" and "What are they doing right?".

Is your product or service going to be superior to what is currently on the market? If so, how will you package your product so that you can incorporate this into your own business plan and strategy.

Learning from other people’s success will help you to grow faster from the beginning because chances are they are doing something right and it pays to take notice.

If the winning strategy is 'buy one get one free', then what's the downside of not using the same promotional technique?

Step 3: Analyse your competitor's target audience

There is no 'right' or 'wrong' target market, and our job is also not t o make people go from one target market to the next.

Our job is to identify the opportunity and what target markets already exist, and then offer them our product and services.

If you are having trouble identifying your own target market, then an easy way to get started is to see if you can identify the target market/audience of some brands you are familiar with.

Some things you can think about include:

Are my competitors doing a good job on promoting to their target audience?
Are my competitors' marketing message clear?
Are my competitors targeting similar segments?
How close will my target market be to my competitors?
Why is my competitor targeting this segment?
Is it fair to say that my competitor is doing a good job at identifying opportunities in the market?
Is one target audience segment worth more than the other?
How many target audience segments are my competitors focusing on?
How has the target market of my competitor changed over time?

All of the questions above, although are directed to your competitor, are also worthwhile to ask yourself with . The more clear you are on these topics, the easier your marketing job will become.

Even if you decide on a certain target market/audience now, it may change with your capabilities and natural growth of your company.

Step 4: Work out your competitor's price offerings

Remember the question "Is one target audience segment worth more than the other?" in step 3?

This is related to uncovering your competitor's pricing strategy and price offerings.

There is a fair market price for every product and service, since ultimately what you can charge is also equal to what your customers are willing to pay. The benefit of looking at what your competitors are doing is that you can identify where you can price your own products and services, relative to your competitors.

It is important to get clear on this, as you don't want to be price too high, neither too low .

If you are offering more inclusions than your competitor, you may want to charge more for it . However, how much more? $10 more, $100 more, $1000 more?

Or, will you be offering a cheaper price for a certain target market segment but not the other?

If you are offering hand made organic skin care products, how much is too much to charge your customers?

Your competition, if successful, most likely would have figured out their own sweet spot in terms of pricing. Remember to think about your price as a factor that determines your revenue, and subsequently your profitability.

Step 5: Analyse the engagement of your competitor's content

You can tell when your competitors are doing a good job at promoting their products and services if engagement levels are high.

Take a look at their existing marketing channels:

Are people talking about their services and products?
Do people share stories and positive brand experiences with others?
Is information on the competitor easy to find and access?
How many channels does your competitor maintain?
Are customers commenting on the content?
Does your competitor have a loyalty club?
If so, how are members rewarded through loyalty levels?
How often is new content being produced?
Does your competitor have sell out events?
etc.

On top of these questions, you can also look at how they interact with various parties - their own company employees and vendors and suppliers.

Just remember that brand recognition is built over time, so you can take your time deciding on the direction you want to take that will maximise the payoff for your company when you are just starting.

Step 6: Compute your competitor's profit and turnover

One of the trickier items, is to look at how your competitors are operating as a business.

Yes, a company can be doing all things right, but is it ultimately profitable?

That's the big question that we need to ask, and the most important metric to look at when you are just starting out.

If you only have 5 months to work on your business and the business is not yet profitable by that time, will you keep running your business? Or will you close down?

Step 7: Take a look at their marketing strategy

Thanks for reading, if you would like to leave a feedback on the blog or newsletter, please go to https://forms.gle/ZVfVcD4eNz5fpStX8

5 Steps to creating a Brand Image

Wed, 26 Apr 2023 14:51:40 GMT

Step 1: Prepare and produce content

The first step to creating a brand is to gather the content that you have and package them into resources that you can use.

Even if you just started, you can still gather content that will help your business get started on the right foot.

Get clear images of high quality resolution

There's no surprise that a poor quality image is simply not acceptable as it significantly detracts from the visual appeal of whatever it is you are attaching the images to.

Even if it means retaking the photos using the front camera, or switching to a simple digital camera, will do wonders to all your content.

When you are displaying images in a big size, a poor image quality will instantly look more pixelated than what’s ideal.

Film videos of when you just started

You just started your business!

Have fun and enjoy the process!

Filming your journey can serve as important keepsakes later on when you build your company history.

You won't need a fancy camera (unless you're a photographer by trade), just take some standard photos of:

yourself
your equipment
your shop front
your happy customers/friends/mentors
your printed logo/business card
your vehicle
your area of service
your product
your product's materials
etc

Have concise text material

Simple is good, short is better.

All of your text communication should sound the same, so that people can familiarise themselves with how you communicate. It is very helpful to establish some guidelines of what can be included in text material and what just does not make the cut.

Get your brand value and slogan hammered out

What do you stand for?
Why choose your business over others?
Is there a problem that you are solving for customers?
A pain point you help customers avoid?

Perhaps your unique proposition can stand out with a catchy slogan to get the word out!

Step 2: Tell your full brand story

You and your brand have a story to tell your customers. It can be about:

How you started
What your big plans are
What made you offer your services
Why choose you over other providers
The challenges that you overcame by setting up this business
The wonderful things you learnt

The point of creating a story is so that when someone asks you "what do you do?" you won't just answer it in a simplistic or boring way. Instead, you will have already created a story about your journey and your impact, that will captivate your audience and make them want to do business with you.

Story has been a way humans process information since the beginning of time.

Your story will most likely have a:

Beginning/Plot - where you were before you started
Conflict/Drama - what challenges you faced and overcame
Resolution - where you are now
Why - why people should care and work with you

To keep this engaging, try to have a story that you can tell your friends and acquaintances in 5 - 10 min .

Step 3: Create your unique value proposition

Products and services

If a customer needs to get a job done, do you have the resources to complete it within their definition of the problem?

If so, how much will you offer your services for? What prices will you charge?

Gain creators

What do customers care about?
Are you helping people save money?
Are you helping people live a better life?

Think about all the positive outcomes a customer can achieve after using your product and service and why they should even tune in.

Pain relievers

Are you helping people to recycle their material?

Are you providing faster service so that people won’t need to wait weeks?

Pain aversion and avoidance is often the number one reason why consumers purchase a product.

Step 4: Align yourself to industry best practices

Talk to established business owners about what to look out for as a newcomer in this industry. Chances are there are services and resources in place to help you get started with your business idea.

You can seek help from business owners that are within the same field, online forums, and government resources.

There are plenty of resources related to:

Marketing
Hiring employees
Tax
Accounting
Licensing and permits
Grants

Step 5: Create shareable content

Creating content that will engage customers and users across platforms and marketing channels early on means that you will be able to build a r ich resource of content that you can use over and over in different formats.

Tell a story

Similar to creating a story brand, you also want to tell a story about 'Why should people work with you or purchase your product?'.

You can highlight on your target market, and tell a story about how a particular group of people can benefit from your product and service.

For example, if you run a Chiropractic Practice.

Target market: elder people aged 60 and above
Problem: people don't go to a chiropractor until it's too late
Storyline: how an elderly woman went to the chiropractor and cured her neck pain problem of 7 years

See how easy it is for customers to start spreading the story such as the one above, and it instantly creates an environment where you'll be the hottest Chiropractic Practice in town?

Validate your audiences opinions and values

Based on your audience, what messages will they resonate with the most?

Finding the voice of your audience can help you reach and move people within your community. As a new brand, your main customers will be early adopters of your service.

You will need to focus on them so that you have a deliverable product or service that will later on get adopted by the mainstream customers.

Helpful resources

Is your content actually useful information for your customers?

Will they tell their friends about it?

If you are a Photographer, some potential helpful resources you can create are:

Tips on posing for family photos
Pre-shoot consultation and introduction
Photography equipment recommendations
Photography sets that can be pre-purchased
Complementary video editing
etc.

Creating resources is all about creating value for your customers so that there is a value exchange.

One of the biggest road blocks new businesses face is that people think they have 'nothing to offer'. However this is simply not true. There will be something that you know that others don't.

When you produce and provide resources, you are creating a invitation for customers to interact with your business through multiple channels and on a higher frequently.

Keeping customers engaged after they purchase, will make them come back!

Include different formats

Print, text, images, videos, podcasts etc.

Pick a medium that you are familiar with and start there.

Once you are confident, then you can spend some more time and energy to get professionals to help you out in areas which you lack. It's okay to ask for help!

Thanks for reading, if you would like to leave a feedback on the blog or newsletter, please go to https://forms.gle/ZVfVcD4eNz5fpStX8