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UDE Catering Digital Strategy Case Study

Posted by on in Successful Case Studies

 

UDE CateringUDE Catering is a full service catering company out of Andover, MN (just north of Minneapolis).  Digital Blitz SEO was contracted to assist in their digital marketing campaigns.   UDE provides great tasting food, affordable prices and exceptional services.  We were challenged with a difficult task which was that if we could not find success with any aspect of the strategy within the next two months - the business may be in jeopardy.

 

Campaign: Full digital strategy, web development and SEO
Website:  www.udecatering.com

 

Overivew of the Digital Strategy

  • NEW SEO Architected Website
  • Solid SEO organic campaign 
  • Complimenting PPC campaign

 

Website Analysis 

Completing a full website analysis and determining if the website could handle or convert its traffic was mission critical.  We set up a small user focus group and did some market research, asking a series of questions.  The results we are negative - however supporting our hypothesis. 

 

Conversion Testing

One of the first initiatives (after the discovery and competitive analysis) was to do some split testing with some PPC campaigns.  The test was to define and document the website conversion rates. The data revealed that the landing pages were NOT converting, the site was not "sticky" enough and the bounce rates were very high.  No matter what traffic that was thrown at the site - there still were no conversions.

 

First Course of Action

Reviewing the conclusions and data analysis - our recommendation was that the original website was failing to convert any of its traffic and needed to be discarded.  So our first course of action was to rebuild the website with an SEO friendly architecture and landing page conversions and usability. 

The new website proved to be a WINNER!  After months of not receiving a single catering request - the new website received 3 the first day.  This was the response we were anticipating.  We went back to the focus group and asked the same series of questions, however this time showing the new website - and each and every one of them yielded a positive response with concluding that they would all feel comfortable ordering or requesting catering services.

 

SEO Campaign

Our continuous efforts are revolved around a strong organic search engine optimization strategy.  We have identified our initial keyword topics and course correct as we need to each and every month.  We have successfully been able to bring a site that had zero results, zero rankings and no authoritative value. To now a site that has some top 10 first page results, some second and third page results and visible as an authoritative site within its vertical market.

 

PPC Campaign

Our belief is that a good solid PPC campaign compliments your SEO strategy.  Therefor - we have been able to successfully manage and design a PPC campaign that is getting a hundred fold ROI. 

 

The First 4 Month Results

After the first four months the website produced overwhelming results. Over 140 catering requests, serving over 19k guest and totaling close to $400k of potential revenue. The bounce rate decreased from 80% down to 35%, the traffic increased over 400% and the site is converting on average 18-21%. 

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by Wayne Cichanski

20 yr Career with 18+ years within the interactive marketing & ecommerce space - managing teams, designing and developing applications, strategy, SEO and digital media campaigns.


by Wayne Cichanski

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Guest Tuesday, 22 August 2017

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