Case study: How a site redesign doubled returning visitors

iMedia Connection
Jeannie Fratoni

Article Highlights:

• Red Door Interactive built Souplantation.com to be a completely customizable experience
• The new site has seen a 220 percent increase in returning visitors, a 17 percent increase in visits, and a 20 percent increase in gift card sales
• The company plans to keep the content fresh and relevant to give the users a reason to keep coming back for more

Red Door Interactive was hired to build an entirely new site for Souplantation & Sweet Tomatoes Restaurants, a chain of all-you-care-to-eat dining experiences that focus on fresh ingredients. We formulated strategies and recommendations of our own, but we wanted to hear directly from the most dedicated fans — the more than 1.3 million members of the Souplantation & Sweet Tomatoes Club Veg, the company’s advisory board (the Kitchen Cabinet), and users of the site. Because of their loyal following and passion for the brand, we wanted to build a site for them, by them. So, we sent out surveys and incorporated those results into our design, a step that, in the end, allowed us to validate our entire process from discovery and strategy through design and implementation.

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Tags: garden fresh, jeannie fratoni, red door interactive, Souplantation