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.