Chicago, IL: When Restaurant.com decided to redesign their partner site, they zeroed in on solving the main challenge with their existing site. The existing site was not attracting and converting as many partners as they wanted. Even more – they needed a tool to engage their prospective partners and communicate the benefits of the partnership, instill trust and inspire the audience to take action.
AlphaZeta Interactive’s approach stood out from the rest. Beginning with their Immersion Technique , they took a deep dive into the brand, understanding who was visiting the site, defining who they wanted to visit the site, and focused on the key differentiation points the brand could provide. From there, AlphaZeta Interactive held a Persona workshop resulting in an approach that segmented the audience in a way that addressed their individual motivations as well as the collective expectations. This data and added insight ultimately narrated into the Experience Strategy, guided the re-design process, and drove the overall plan for the new site.
As a result of the Experience Strategy, AlphaZeta Interactive developed an approach for the site that was built around trust, empowerment and activation of the three key audience segments. AlphaZeta Interactive determined the new site needed to offer the audience simple solutions, honest communication, partnership, and best practices.
To answer this need, AlphaZeta Interactive created three different engagement paths with content that both matched key issues as well as common questions. This focused content was served in an automated way to create engagement while at the same time supporting both the emotional and logical decision making needs of potential partners.
The results spoke for themselves, within the first two weeks after launch the partner site’s page views - per visit - increased by 33.5% with a sustained 14% increase over the next two months. These metrics tell us that the audience is highly engaged on the site – looking around to gather more information and now more than ever, positioning the site well to convert at the highest rates the program has seen yet.
"We could not have been happier with the work that AlphaZeta did for us! From idea generation to conceptual development to actual execution, the team was responsive, adaptable, and a pleasure to work with. They took our tired and outdated lead-generation website and turned it into something that we can actually promote to new prospects!" - Ken Devlin, Director of Restaurant Marketing
About AlphaZeta Interactive:
AlphaZeta is an award-winning interactive agency and digital consulting firm. We match digital know-how with marketing savvy to bridge the worlds of brand and business.
We live by results, leading clients from Aon to Motorola in the evolution from transactional to transformational relationships.
Leveraging ideas into actionable experiences — for commerce AND conversation. Beyond professional. Beyond personal. Human.
For more information about AlphaZeta Interactive visit www.alphazeta.com
Follow us @AZinteractive
Restaurant.com serves as the community matchmaker, introducing great restaurants to great people. From appetizers to dessert, from wine to dinner, Restaurant.com helps restaurant owners promote the new and unique aspects of their restaurants while providing diners with great value in a fun, new and cost effective way. Your favorite restaurant is in your neighborhood – maybe you just don’t know it yet. Restaurant.com is here to help.