Capturing Consumers Across the User Journey
EasyHomeMeals.com is the consumer website for the National Frozen & Refrigerated Foods Association (NFRA). The website’s goal is to be a helpful, go-to solution for consumers looking for easy and delicious meal solutions. The association’s sponsor brands provide recipes and show consumers how to make tasty and simple meals from products in their supermarket’s frozen and dairy aisles.
Challenge
The Easy Home Meals website was underperforming and was outranked by competitors. The data showed consumers came to the site to enter giveaways and sponsorships. They weren’t staying to explore recipes or related content.
To increase product sales and drive repeated use, the recipe content needed to be the largest draw of the website’s appeal. Capturing more consumer traffic seeking meal solutions from search would require that the site become less reliant on traditional web rankings. The site needed to win engaging SEO features to draw consumers into its recipe content such as visual recipe cards.
Behind the scenes, NFRA also wanted to make recipe updates easier for sponsor brands. To grow and improve performance, it was important the website featured fresh and seasonal meal solutions.
Solution
Our research revealed opportunities to evolve the website to serve the needs of two different kinds of users: “exploratory” users and “task-oriented” users.
Insights led to an enhanced mobile experience catering to consumers who search while shopping. We implemented recipe- structured data to qualify recipes for search carousel appearances early in the user’s journey.
As part of our post-launch strategy, we’re continuing to enhance how content appears in search by optimizing recipes, blogs and FAQs to capture interest across the user journey. Our ongoing search program with NFRA has led to remarkable, month-over-month increases in consumer engagement and content interactions. The data shows content is driving consumer engagement for sponsor brands and fulfilling the website’s role in NFRA’s digital ecosystem.
Results
Recipe rich results increased from zero organic search recipe carousel impressions prior to the redesign to over 1.6 million impressions in 16 months.
Organic recipe traffic increased 126% in the first year and 191% the following year. New users to recipe content increased over 100% YoY.
Page one keyword rankings have increased 145% in the past two years, with an overall share of voice increasing 34% before the redesign.
Organic recipe clicks from Google have increased 98% with impressions increasing over 53% YoY.
