More than Lucky
Lucky Nuts is a proud 50-year old Australian brand that markets a range of natural nuts and seeds for baking and healthy snacking. Lucky has been a client of Faith for over 10 years and during that time has helped them navigate the changing world of digital by growing their online and social presence. In 2016 it became clear that it was time to upgrade the Lucky Nuts to a more mobile friendly and responsive website, imperatively delivering a more streamlined customer experience.
With the huge growth in mobile usage for information, entertainment and shopping we are constantly reminding our clients of the importance of capitalizing on the opportunities that a strong digital footprint provides both existing, and new customers, who are constantly browsing on their phones throughout the day.
Responsive websites are customised to render the content and layout of a website across a variety of devices. Our experience and research confirms that delivering an improved consumer experience across a range of mobile devices, and screen sizes, will encourage higher brand engagement and ultimately improved sales results.
Having a responsive website has moved beyond being a competitive advantage, it is now an operational standard which if not implemented correctly can have major impact on brand engagement and preference.
Here are a few stats to ponder.
- Global mobile data traffic grew 74% in 2015. (Cisco.)
- 60% of all Internet access is mostly mobile. (InMobi.)
Globally, consumers use an average of 5 different devices per person. That’s a lot of different screen sizes and device types! On average, they also use 2.23 devices simultaneously. (Adobe.)…..
- Google has prioritized responsive websites in it’s search engine results pages since April 2015. (Google.) This means that websites that are not optimized for mobile will appear lower down on Google’s search rankings.
- Nearly 8 out of every 10 consumers would stop engaging with a piece of content if it didn’t display well on the device they were using. (Adobe.)
- If your website pops up in a search engine query, and it isn’t mobile friendly, 40% of online users will go back and choose a different result. (iAcquire and SurveyMonkey.)
These numbers illustrated the importance of changing the Lucky Nuts website to reflect the needs of an increasingly ‘digital savvy consumer’ who demand a great experience across desktop computers, laptops, tablets and a plethora of mobile configurations.
Faith and Lucky Nuts acknowledged the need and responded by launching the updated responsive website for Christmas 2016, to capitalise on Lucky’s annual “Christmas Baking Season” campaign.
This time of year normally sees an increase in website activity for baking and snacking ideas for the holiday period. These results however surpassed our expectations with a significant increase in traffic, a reduced bounce rate, higher downloads of recipe booklets and longer browsing time on the website.
More stats to ponder.
(Google analytics. November 1 2015- December 31 2015 vs November 1 2016- December 31 2016)
- Sessions 186.71% improvement
- New users 175.67% improvement
- Page views 170.88% improvement
- Average Session Duration 28.05% improvement
- Bounce rate reduced by 2.61%
- Significantly though, year on year mobile engagement was up 279.95% and tablet engagement was up 267.64%. Together, mobile and tablet engagement represented 66.21% of traffic to the updated responsive site luckynuts.com.au.
This was obviously well worth the exercise. You could say, “Lucky by name Lucky by nature”, but we prefer to think that good digital management also had a lot to do with it.