Hallelujah Diet Case Study

Hallelujah Diet website preview

Identified Problems

Hallelujah Diet faced several challenges:

  • The website content was too extensive and confusing
  • Diet and Products websites were disjointed with two completely different designs
  • Informational website didn’t do a good job of guiding people to the Shop website
  • Design didn’t reflect the quality of the brand or the products
  • Conversion rate was low and slipping
  • Customers who weren’t ready to buy the products left and were lost sales

Approach Taken

1. Clear Message

The first thing we needed to do was to help customers understand the benefits of the Diet and get them to the right products. To do that we needed to simplify the content on the website and make it really clear. We leveraged the StoryBrand 7-Part Framework to rewrite all of the content on the website. We studied the Google Analytics to understand where people were coming in and formed a plan to ensure there would be no negative impacts to SEO.

2. Updated Design

Next, we redesigned the homepage of the WordPress website with our updated content.

Hallelujah Diet Homepage

The homepage clearly explains what the company is about and guides customers down the path of reading more about the Diet or buying the products.

3. Guide Customers to the Products

The menu was simplified and better guides customers down the path of learning about the Diet or buying products. On the homepage, we removed extra links, added testimonials, and focused on driving customers to the right place. With updated content on the interior pages, everything is focused on getting customers on the Diet and driving to the products.

4. Lead Generator & Follow-up Campaign

For customers who aren’t ready to buy, we added a lead generator. For this project, we went with a quiz that grades the visitor’s health and offers them the product that would work best to improve their health based on their score. When the visitor takes the quiz they are entered into an automated follow-up email sequence.

Hallelujah Diet lead generating quiz

5. Cohesive Experience Between Diet & Shop Sites

Nothing is more of a turn-off or red flag for a potential customer than clicking away from the website and landing on a different looking website. The customer experience and natural flow is completely lost. Without a commitment on the part of the customer, the sale is most likely lost. To get around this, we redesigned the Magento website to match the WordPress website. When you click on the “Buy Now” button, it goes directly to the Supplements category page. However, landing on the homepage of the Shop also has a clear message and an improved design for a seamless customer journey.

Hallelujah Diet shop homepage

6. Improve the Conversion Rate

Everything that was done would improve the conversion rate. But it was important to make sure all of the pages were professionally designed and the content was updated so the customer wouldn’t slip away. Since the Diet is an ongoing endeavor, we wanted to improve the Resources section of the website as well so that customers would stay engaged and continue to learn how to improve their health.

Hallelujah Diet resources webpage

We recategorized everything to help customers get to the right place. Also, future emails that go out can be more targeted and helpful to customers.

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