The Madò Horeca case

Optimize the design of B2B user experience to increase conversions

How our targeted solutions improved performance dell’eCommerce B2B

Overview

Snapshot:

30 days after our changes, despite a reduction in advertising spending and, therefore, less traffic on the site, we recorded the following improvements compared to the year previous:

Madò Horeca is the brand designed for B2B sales – both online and offline – of a vast selection of spreads in over 26 flavours. The brand supplies its corporate customers – hotels, ice cream parlors, pizzerias, restaurants, BBs, bars, minimarkets and supermarkets – with spreads in different formats and typical Italian and Campania products.

Servizi offerti:Marketing automation, E-commerce, Marketing automation, CRO, UX/UI

Challenge

The B2B HO.RE.CA. sector (Hotellerie-Restaurant-Café) is experiencing a profound transformation with the evolution of eCommerce towards increasingly omnichannel models and with an emphasis on automation to improve order management, inventory and customer service. Advanced technologies and automated processes are crucial for user experience optimization and gain a competitive advantage (source: Mckinsey).

At the same time, the concept of User Experience (UX) has become decisive in recent years, especially with the expansion of digital products and services, which has led to the proliferation of interfaces and platforms that customers interact with every day.

Ensuring a good UX is essential for the success of an online business: a well-designed site not only attracts more users, but also build loyalty, increasing their time spent on a web page and the likelihood that they will decide to recommend your digital products and services to others. An intuitive and pleasant design reduces the steps to complete key actions, such as purchasing, improving conversions and overall turnover of an e-commerce site (source: Google).

To face these challenges and revolutionize its eCommerce system, Madò Horeca decided to turn to Visio Digital Partner and improve the User Experience (UX) and the user interface (UI), ensuring smoother navigation, advanced features and a responsive design.

Solution

Visio Digital Partner collaborated with Madò Horeca to develop and implement a complete optimization plan of the eCommerce site, focusing on several key aspects:

1. Analisi

The state of the art

We have studied and analyzed the website to identify the pain points and improve the UI. Thanks to a thorough evaluation of the site's current performance, we have identified the frictions and understanding how these affect the customer experience.

2. Strategia

Strategic Design

After identifying the critical areas, we developed a optimization strategy for the website. This involved defining the areas to improve through an action plan aimed at resolving the identified problems.

3. Sviluppo

Implementation

We have reorganized the site navigation, enhanced search and optimized the mobile experience, creating a more intuitive layout. With a complete redesign we have restructured the website and information architecture for better usability, adding a new recurring purchase feature to further improve the experience.

4. Monitoraggio

Continuous optimization

We have monitored our optimizations both qualitatively and quantitatively so that we can evaluate their effectiveness in relation to the conversion rate and make sure that the work done provided the expected results.

A mix of taste and digital growth

Compared to the previous period, after 30 days from our implementation, we got:

+31%

Conversion Rate

+47%

AOV increase

+65%

CR from mobile

+5,74%

Add to Cart rate

-9,5%

Bounce Rate

Our activities involved:

Redesign based on the optimization of eCommerce and user experience (UX/UI)

We developed and created the new site following the principles of UI/UX design, taking into account the interests and needs of the target to ensure relevance and generate interest. The site is now more coherent, easier and more intuitive to use, thanks to improved navigation, a simpler user interface and product prominence.

These improvements resulted in an increase in average order value (AOV ) and conversion rate (CR).
In addition,due to improved e-commerce performance, we experienced a reduction in bounce rate and an increase in ATC of 5.74%.

Mobile optimization

We optimized the site for mobile, leading to an increase in CR from mobile from 1.18% to 1.94%, thanks to a more responsive design suitable for mobile devices.
This ensured a smooth and pleasant browsing experience for users.

Conclusions

Knowing how to overcome yourself to face the challenges of the sector

We face the challenges of the HO.RE.CA. sector.
with Madò Horeca, which, like us, sensed early on the importance of having an e-commerce with a frictionless design on purchase, enabling new records to be set and ensuring simpler, more appealing and intuitive navigation.

Design makes the difference, even for conversions

The e-commerce channel is part of an integrated strategy, where every element contributes to a consistent, multisensory experience.
We have implemented small touches that have significantly impacted conversion rates and increased orders, demonstrating how design that starts with user needs can positively influence business results.

Follow Madò Horeca on Instagram and visit www.madohoreca.com to find out more about this success story.

Tailored digital solutions to scale your online business

The Madò Pastry Case

Optimizing spending to accelerate growth

Digital consultancy to create a structured strategy, reach new customers and increase ROI

Overview

Snapshot:

Madò Pasticceria is a laboratory founded in 2018 and specialized in the production of sweets and spreadable creams with “unavailable flavours” and, above all, delicious. A project that aims to make high-quality products accessible to everyone through a modern way of doing business.

Today, Madò Pastry has an established digital presence with two ecommerces: Madò Pastry, which specializes in B2C sales, and Madò Ho.Re.Ca. dedicated to B2B distribution.

Servizi offerti:Digital advertisingConsulenza strategica di digital advertising e performance marketing

Challenge

Food & beverage is now worth more than 200 billion in Italy and continues to expand (Source: La Stampa on Italgrob data). Global uncertainties, rising prices along the supply chain, and increasing competitors put its investments at risk.

An area, therefore, of high complexity, difficult to penetrate and in which a good deal of stubbornness and creativity is required to establish a presence.

Madò Pastries chose to join Visio Digital Partners during a highly strategic period, such as Black Friday Cyber Monday and Christmas, to develop a solid and winning strategy.

Solution

The consulting journey was developed over a series of meetings in which we partnered with Madò Pastry’s team to improve the performance of its digital advertising campaigns and optimize its budget intelligently.

1. Analisi

The state of the art

We studied and analyzed the state of the art of the partner and the target market. To improve marketing performance on different channels, we have indicated which strategic activities to implement.

2. Strategia

Coordination

Through ongoing coordination with the Madò Pastry team, we developed an adv strategy that included parameters such as campaign structure, audience types, and budget utilization.

3. Sviluppo

Implementation

The new strategy immediately paid off on parameters such as CoS and ROAS. In addition, we supported the Madò team with additional tips for optimizing their advertising content.

4. Monitoraggio

Continuous optimization

We analyzed performance metrics and conversion rates throughout the partnership, adjusting budgets and advertising campaigns when necessary to maximize return on investment.

We dropped the consultancy inside the company to look at the context of the company and understand the ways in which products are handled and reach the consumer.

A project that had us by the throat

What we achieved:

+8%

Pastry Turnover on 2022

+100%

Ho.Re.Ca Turnover on 2022

+275%

Purchases from ADV

Optimization

Of budgets and campaigns

Our activities involved:

Best practices for advertising content creation

Succeeding in the digital world is not just a matter of luck. Continuously updated best practices of platforms also play a key role. Creating content that follows the guidelines, without distorting the brand, is key to being recognizable and being remembered .

We talked with Madò Pastry about frameworks, testing phases, influencer marketing, collaborations, retention and retargeting strategies, but also shared valuable tips on how to tailor content to the target platform for an omnichannel approach.

Budget planning and optimization

Good budget planning allows you to cut costs, improve profits and increase your return on investment. Therefore, it is necessary to be clear about promotional events and, together, outline an effective marketing strategy.

By constantly monitoring spending, we are able to strategically distribute the budget and allocate it for growth based on market and audience developments.

Conclusions

Madò Confectionery fights uncertainty in food & beverage

Inflationary cost trends throughout the supply chain necessitate a hybrid and strategic approach to selling products in the food & beverage sector. This was well understood by Madò Pasticceria, which, thanks to a brilliant intuition, was among the first to focus on digital ecommerce for the distribution of its high-quality products.

No ADV is an island

The ADV channel is one of the many channels on which one’s company’s presence is crucial to stand out. This channel, as well as the others, needs to be placed within a larger context, in which the consumer experience is no longer composed of separate islands from each other, but is a multisensory organism in which each channel plays its part.

Digitization of supply and advanced skills for the future

Adopting digital solutions and knowing how to scale them at the right time is the surest way to ensure your company’s steady and sustainable long-term growth.

Follow Madò Pastries on Instagram and visit www.madopasticceria.com