Rogue Web Works Ashland Website Services

Toby’s Family Foods

Overview

The goal…

Toby’s Family Foods, a national wholesale food brand operating since 1978 from its headquarters in Oregon, approached us looking for a website solution to build brand awareness with retail customers in new and emerging markets. It was also critical to include a web-based interface where wholesale users could quickly, easily, and accurately place wholesale orders.

PROJECT SUMMARY

Hybrid e-commerce website for national wholesale food brand utilizing integrated components (interactive catalog, dynamic store finder, coupon distribution, searchable and expandable recipes section) to drive brand awareness and loyalty among retail consumers.

Challenges

Additional needs…

It was essential to provide the client with an easy-to-manage and expandable website solution, with no need for their staff to know coding. It was also important that the site structure establish important internal linking between the various components to help the user journey move fluidly between Value Proposition, High Value Content, and Conversion Goals.

The wholesale ordering component was also imperative to get right. It needed to be easy to find and use by wholesale customers but otherwise invisible to retail customers. The system also needed to allow staff to easily input wholesale orders received through traditional channels.

Process

The solutions…

Working closely with the brand and their marketing, product, and retail teams, Rogue Web Works quickly developed a framework for a logical and user-friendly navigation between the major components of the site. These components included:

Catalog Pages

As the primary value proposition tool of the site, the catalog was leveraged to build interest in the product through establishing product uniqueness, ingredient quality, and highlighting and interlinking featured recipes using the product.

Recipes and Articles

As the main source of High Value Content, the recipe and article pages would serve both as SEO tools as well as content for users to get great value from using the site. This would answer later questions about what to promote in future email, social media, and search campaigns.

Location Finder

As the final stop for users before setting off to purchase the product in-store, the dynamic location finder was the ultimate conversion goal for determining if the site was successful in building user interest in purchasing the product. To promote a seamless user experience, this tool was linked via calls to action throughout the website.

Coupon Request Pages

As a secondary conversion goal, used primarily to attract traffic to paid ads through financially incentivized calls to action, the coupon request pages include all the key components of a high-converting landing page so that users can complete the customer journey in a single page.

Wholesale Ordering

Hidden from non-logged in users, the wholesale ordering pages on both the front and back end were optimized with one thing in mind: ease of use. The one-page order form and account-based client information allows for quick and easy order entry by staff or client.

GOALS ACHIEVED

The results!

Within 6 months after launch:

  • 7,200 Organic Visitors
  • 40,300 Website Visitors
  • 4,100 Location Finder Uses
  • 31% Organic Conversion Rate
  • 18,150 Coupon Requests
7200
Organic
Visitors
40300
Website
Visitors
31 %
Organic
Conversion
Rate
18150
Coupon
Requests
Toby's Family Foods Case Study

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