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Positive has used the following skills/services in the project.
A commercial, revenue driving platform.
Brief.
Completely redesign the Group Ramsay Group digital ecosystem and develop an agile, multi-channel strategy to drive online bookings and sales of gift experiences and vouchers.
The old website suffered from a sub-optimal booking process that delivered bounce and drop-out rates of 70% and 58% respectively.
Solution.
A powerful and flexible platform was delivered to showcase both the Gordon Ramsay brand and those of the group’s stable of restaurants, now spread across the UK, France, Italy, the USA, Middle East and Asia.
We also facilitated the individual restaurants to grow their brand presence and drive customer preference through tailored content and promotions.
Execution.
A content optimised, customer experience was devised using insights gleaned from the latest booking trends, mobile browsing experiences and changing consumer consumption behaviours.
Our data-led online marketing strategy encompasses eCRM, SEO, paid search, and social advertising drives table bookings, as well as sales of gift experiences and restaurant vouchers via the new website.
Results.
3.4% to 5.1% rise in onsite conversion
Decrease from £16 to £5 in table booking CPA in 6 months
28% rise in gift experience sales since December 2014
49% rise in combined SEO and PPC conversions since launch
