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Industry:

Food

Scope:

Website Design & Build

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The two main actions taken by visitors to the website was to search for a stockist and to purchase online - both were made available before the 'fold'.
The two main actions taken by visitors to the website was to search for a stockist and to purchase online - both were made available before the 'fold'.

In 2016 producer of ethically sourced Stocks & Sauces – The Stock Merchant – added two new Bone Broth products to their range.

Due to the popularity of bone broth and the limited competition in the marketplace it was critical that The Stock Merchant updated their online presence to capitalise on their rapidly increasing website traffic.

Company Director Ben Dutton contacted The Curator Company to help them update the design of the website with a more contemporary appeal as well as providing the website users with a more frictionless experience.

The Bone Broth page was a key Landing Page as website analytics pointed to this page being a major entrance point for website visitors. Therefore access to the Stockist Finder and Online Shopping Cart was critical.
The Bone Broth page was a key Landing Page as website analytics pointed to this page being a major entrance point for website visitors. Therefore access to the Stockist Finder and Online Shopping Cart was critical.

Design and Direction

After being briefed by the client we set about to understand how it’s customers and prospects were getting to and using the existing website.

Quantitative research and analysis of their existing website’s usage data validated the client’s design brief.

Customers and prospects were mainly using the website to find retailers to purchase from or to purchase online – with Bone Broth being the most popular keyword in driving search traffic to the website.

Using a Maps based stockist finder users either allow the app to access their global position or enter their postcode to show the closest stockists of the Stock Merchant.
Using a Maps based stockist finder users either allow the app to access their global position or enter their postcode to show the closest stockists of the Stock Merchant.

Mobile & the Stockist Finder

With over 50% of users using mobile or tablet to access the existing site to find a local stockist it was imperative that not only the site break down in a responsive and elegant manner but access to a clean UI and frictionless UX provide users with what they had come to the website for.

The 100's of recipes within the website played a positive role in content marketing the site and pulling traffic to the wesbite through search
The 100's of recipes within the website played a positive role in content marketing the site and pulling traffic to the wesbite through search

The Long Tail

By gathering referral data for the existing website as well as keyword research for their competitors we recognised the importance of the existing recipe content and it’s role in bringing prospective customers to the website.