MOXIES.COM

WEBSITE DEVELOPMENT

IN THIS PRESENTATION WE WILL

  • Demonstrate the short term changes being made to the Moxie's website to bring e-comm functionality to the forefront​
  • Present enhanced menu functionality for in-store users
  • Present a new look that merges with the brand redesign

E-COMM FOCUSED CHANGES

In the last two months the website has gone through several changes, with the end result being a more focused e-comm landing experience

ENHANCED IN-STORE MENU

As stores re-open there will be a requirement to limit touch points for patrons

  • an infinity scrolling menu will be implemented which can be accessed through the website, or a QR code
  • menu will have the capacity to hold images if that is required (potential phase 2)
  • an 'add to basket' feature will be added to help people more easily remember their order (potential phase 2)

In the future, we might want to consider a 'pairing suggestion' feature when people add items to their basket, as a way to up-sell without the need for a waitress.

Moxies.com website was built over 5 years ago and has seen multiple re-skinning endeavours lead by numerous individuals

​

  • Average time on site is 1:42
  • Average user visits 2.67 pages
  • Average user has 1.32 sessions
  • 3.1m sessions in the past year
  • Attributed SEO value of $2m

The current DRUPAL platform expires November 2021

THE CURRENT MOXIES.COM SITE

Over the years, the demographic has largely stayed consistent, even as website traffic has doubled​

  • 62% of users are female
  • 74% of users are between 25 to 54
  • 62% of users are on Safari browser
  • 45% of all traffic is organic
  • 85% of traffic is mobile or tablet based (this number was 50% when the current website was built)

THE CURRENT MOXIES.COM SITE

The site will simplify intent for users and avoid unnecessary clutter

  • be truly mobile first
  • reduce blocky aesthetic and embrace elements of the rebrand
  • viewport focused with limited need for scrolling - take advantage of social style carousels
  • move the user as quickly as possible to the top of a sales funnel
  • dispense with vanity stats as indicators of success

THE NEW MOXIES.COM SITE

In order to accomplish this, the site must be seen as a living entity

  • artwork must be made to fit the aesthetic and layout of the site
  • site changes are created with intent and always follow best practices
  • constant A/B testing
  • reduce load times on all pages by removing content that is unnecessary to the user journey

THE NEW MOXIES.COM SITE

We are particularly drawn to a few elements in the rebrand package

  • heavy use of negative space
  • circle focus
  • casual lifestyle photography
  • unitary focus of food photography

The one concern we have is the use of a couple of the suggested fonts, as they aren't formatted for web and lack multiple weights

THE NEW MOXIES.COM SITE

THE NEW MOXIES.COM SITE

DYNAMIC REVENUE FOCUS

Over 50% of users that visit the site interact with a location page, so we want the site to react with revenue periods, changing the central image, page titles, and the pinned CTA buttons, to best inform the visitor of time-sensitive information/offerings. The entire website experience should be available through the location and menu pages.

Open - 1pm

focus: lunch

1pm - 4pm

focus: happy hour

5pm - 7pm

focus: dinner

7pm - 8pm

focus: dinner

8pm - 11pm

focus: late night

11pm - Open

focus: revenue funnels

DYNAMIC AD FUNNEL

The site should welcome a user with expected creative and an obvious path for consumer success.

If a user clicks on a gift card ad, the landing page will present gift card creative and dynamically adjust the pinned buttons for best execution, even if it's the time of day that lunch should be populating a banner area.

Gift Card Ad
GDN

Gift Card Ad
SOCIAL

Gift Card Ad
SEARCH

CONTROLLED USER PATHS

The user journey needs to be of ultimate focus, with a successful top-of-funnel experience no further than 2 clicks, but ideally only 1 click away. Understanding our ideal user journey will assist us in determining the most effective CTAs to pin on the bottom of our pages.

WE WILL TAKE THE BRAND DESIGN AND SUCCESSFULLY MERGE IT WITH A NEW WAY OF THINKING ABOUT THE MOXIE'S DIGITAL EXPERIENCE PUSHING TOWARDS A TRUE E-COMMERCE EXPERIENCE

We do not believe that this requires a new website build, but instead a re-skinning of the current architecture, and the addition of a couple of new features.

PROJECT

1 week

4 weeks

6 weeks

4 weeks

2 weeks

1 week

Ongoing

TIMELINE

8-10 WEEKS DEPENDING ON THE EASE OF DESIGN APPROVALS AND THE AVAILABILITY OF PHOTO ASSETS -- MANY OF THE PHASES CAN BE WORKED ON CONCURRENTLY

WEBSITE REQUIREMENT GATHERING PHASE

WEBSITE ARCHITECTING ENHANCEMENT PHASE

WEBSITE DESIGN PHASE

WEBSITE DEVELOPMENT PHASE

WEBSITE APPROVAL AND PRODUCTION RELEASE PHASE

WEBSITE AND DIGITAL BRAND RELEASE

NEW DIGITAL ADVERTISING ROLLOUT

THANK

YOU