Legendary brand, Duke’s Mayonnaise long considered to be as good or better than their well-funded competitors, wanted to increase product awareness. They desired a website refresh to make it easier to update content, provide a way for customers to purchase their products, and create a version that was mobile friendly and ADA compliant. To continue to grow in a flat category, they needed to gain share from their rivals and wanted a more robust website and SEO/content strategy to become more competitive.
With the new site, Duke’s believes that they will be able to get a higher return on their marketing investments due to the improvement in user experience and mobile responsiveness for shoppers, ease of use for staff, and higher branding impact.
The new site’s content optimization (SEO) has resulted in improvements across the board including over 35+ strategic terms seeing positive ranking improvements in Google Results and strong conversion rates for product purchases, recipe printing, and store locations. Compared to the same period last year, the optimized site has seen a 60% increase in Google traffic. Duke’s feels that the new site is more customer focused and reflects a stronger impression of their brand.
Click Through Rate Over Industry Average
Site Traffic Increase
Reflecting The Heart of Their Brand
Our partnership with Duke’s began with a brand exploration that led to deeper insights around the true essence of the Duke’s brand – its authenticity. From the founder, Eugenia Duke, the original recipe, unique taste, classic label, and volunteer celebrity chefs; Duke’s screamed authenticity. Creative examination around the themes of authenticity, their classic recipes, novel promotions and events and ties to regional and local chefs led to a look and feel that reflected the authenticity of the Duke’s brand and its fans. Ideas included a greatly simplified site navigation, a more engaging roadmap to showcase recipes and chefs, and a revamped approach to allow customers to save and share recipes easily across social media.
We deployed best practices in user testing and accessibility to optimize the functionality and address compliance issues. The team also focused on updating copy and content to provide a richer relevancy signal to Google. The technology solution using WordPress helped to optimize their ease-of-use and ability to manage client experiences – critical given Duke’s staff levels. We also created the first ever “mayonnaise subscription” service for Duke’s chefs and fans living outside their distribution.