Nielsen-Massey Vanillas: Website Refresh
Nielsen-Massey Vanillas, a family-owned manufacturer of gourmet vanillas and flavors, asked WCG to refresh their website.
The Challenge:
Nielsen-Massey Vanillas sought to elevate their website user experience to better showcase the brand’s premium position along with the distinct flavor and performance advantages of their products. The website was in need of a fresh, modern design that was intuitive and showcased products and recipes in a visually compelling way. The website was designed to become a central portal for home bakers, chefs, food manufacturing companies and foodservice companies, as well as an excellent source of content about baking and flavors.
Our Solution:
We conducted a full website redesign, coordinating the buildout and implementation as well. To increase Nielsen-Massey’s digital sales presence, we added purchasing functionality via a third-party marketplace. Strategies to increase SEO and encourage repeat visits were also vital to improving brand awareness, so we uploaded new content monthly, including recipes, photography, videos, blogs and infographics. Moreover, we used pay-per-click campaigns during key selling seasons to drive website traffic.
The Impact:
By executing our website refresh, we dramatically improved SEO and increased website traffic by 20% compared to prior year. Integration of a third-party marketplace and convenient purchase methods also helped increase e-commerce sales by 46%, with 25% more Buy Now clicks.
