Flying Dutchman Spirits is a Twin Cities distillery that creates handcrafted spirits inspired from around the world.
Website Audit / Site Architecture / Conversion Optimization / Design and Development / Social Strategy
Due to COVID-19 restrictions, Flying Dutchman Spirits needed to reach their existing audience and attract new consumers in nontraditional ways, specifically by improving access to, and completion of, online ordering of their cocktail kits across their two websites. As a food and beverage marketing agency, Meyocks worked to redesign primary pages, clearly comply with specific COVID-19 and state liquor guidelines, and streamline the user buying experience — all of which resulted in a doubling of sales.
When COVID-19 hit, the Flying Dutchman Spirits distillery was forced to close its doors to the public and rethink how to fulfill their customers’ needs. They quickly launched a second website that could handle the online sales of their cocktail kits. However, as the months passed and sales dropped, they discovered their quick-fix solution was going to need a more permanent and engaging strategy to attract website visitors and improve site conversion.
When Meyocks audited the existing websites, we discovered a user-experience disconnect between the two sites and a confusing checkout process. We used our food and beverage marketing and advertising knowledge to revamp the two sites and create a seamless user experience while prioritizing conversion. We created a new page hierarchy with new page designs, recoded parts of the checkout process to alleviate confusion, redesigned product pages to comply with accessibility standards and SEO best practices, implemented a pop-up promotion connected to a redesigned email campaign, including a cart-abandonment email, and drafted a social strategy to advertise a new weekly featured cocktail kit.
Within months, Flying Dutchman Spirits saw significant improvement in key metrics:
58%
increase in unique visits
12% increase
in average value of order
85% increase
in total orders
105%
increase in sales
129%
increase in new contacts added
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