McCain Website Makeover

McCain Foods’ website makeover was a key part of the company’s plan to “walk the walk” as an indispensable partner and solution provider to operators.

The Point

Enhance operator visits with a more engaging, user-friendly website.

McCain Foods wanted to make its site work harder for operators with richer content and faster, easier ways of searching products, tools and other information.

The Plan

Revamp the entire navigational experience and site design.

Better product categorization, guided identification and improved site search were at the top of the to-do list, along with more points of email registration and sales contact.

The Idea

A sleek, modern, trend-forward site.

With the enhanced readability of an all-black background, the new site makes products, insights, culinary and merchandising quick to find, with smart results to introduce operators to related solutions.

The Payoff

More traffic, data capture and engagement.

Site traffic rose more than 25%
Article views increased over 60%
Video plays and content downloads were up over 15%
Return users increased 113%
Overall site conversion rate increased 54%

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