Case Study: The Teff Company Website Redesign
Introduction
The Teff Company, renowned for its ancient grain teff, traditionally grown in Africa and Eritrea, sought to enhance its online presence and boost sales. As a gluten-free product, teff has a significant market among health-conscious consumers and those with gluten sensitivities. The Teff Company engaged Diviner to manage the strategy and execution of its website redesign, partnering with Murmur Creative for design and First and Third for development.
Project Objectives
The primary objectives for the website redesign were:
1. Enhance User Experience (UX) and User Interface (UI): Create an intuitive and visually appealing website.
2. Optimize for Search Engines: Ensure the site ranks well for relevant searches, particularly “gluten-free” queries.
3. Boost eCommerce Performance: Streamline the online shopping experience to increase conversions.
4. Implement Advanced Tracking: Set up comprehensive analytics and tracking to monitor user behavior and sales.
5. Leverage Schema Markup: Use schema to enhance recipe visibility in Google’s rich results.
Strategy and Execution
Diviner led the strategic planning and execution of the project, with specific contributions in the following areas:
• UI/UX Strategy: Developed a user-centered design approach to ensure a seamless and engaging user experience.
• Copywriting: Crafted compelling and informative content to highlight the benefits of teff and the unique offerings of The Teff Company.
• SEO Optimization: Conducted extensive keyword research and on-page optimization to improve search engine rankings.
• eCommerce Optimization: Enhanced the product pages and checkout process to increase ease of use and reduce cart abandonment.
• Tag Manager and Analytics Setup: Implemented Google Tag Manager and Google Analytics for detailed tracking of user interactions and sales performance.
• eCommerce Tracking: Set up eCommerce tracking to gain insights into sales data and customer behavior.
• Schema Markup: Used schema markup to structure recipe data, improving visibility in search results and increasing the likelihood of appearing in Google’s rich results.
• Competitor Research: Analyzed competitors to identify opportunities and threats, informing the overall strategy.
• Product Strategy: Advised on product positioning and marketing to maximize appeal to the target audience.
Key Outcomes
The redesign and optimization efforts led to significant improvements:
• Increased Traffic: Enhanced SEO and optimized content resulted in higher organic search rankings, driving more traffic to the site.
• Improved Conversion Rates: A more intuitive eCommerce experience and better product information led to increased sales and reduced cart abandonment.
• Enhanced Recipe Visibility: The use of schema markup for recipes ensured they appeared in Google’s rich results, attracting more clicks from users searching for gluten-free recipes.
• Comprehensive Analytics: The detailed tracking setup provided valuable insights into user behavior and sales performance, enabling data-driven decisions.
Conclusion
The collaboration between Diviner, Murmur Creative, and First and Third successfully transformed The Teff Company’s online presence. By focusing on user experience, SEO, and advanced analytics, the project not only improved website performance but also positioned The Teff Company as a leader in the gluten-free market. The strategic use of schema markup for recipes further amplified the site’s visibility, driving more qualified traffic and boosting sales.
For more information about The Teff Company and its offerings, visit The Teff Company.