Covid, Lockdown, Bratwurst and Bacon? Website Redesign Increased Online Sales – Hermann Wurst Haus
Hermann Wurst Haus, a family-owned business with a proud heritage crafting authentic German sausages and smoked meats, had enjoyed steady success through their brick-and-mortar store in Hermann, Missouri.
While their products were beloved by locals, their online presence was lagging behind. The COVID-19 lockdown initially fueled a surge in online sales, but as restrictions eased, Hermann Wursthaus found their digital momentum waning.
WIth the help of the MBI team, they recognized the need to revamp their online presence to sustain growth in the post-pandemic era and reach a wider audience beyond their local community.
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How the website looked before.
The Digital Deli Reminds You of the In Person Experience
The company’s website suffered from a dated and unintuitive user interface, coupled with a lack of compelling calls to action. The cluttered layout and confusing navigation hindered user engagement, leading to high bounce rates and missed sales opportunities.
Moreover, the website’s outdated design failed to effectively showcase the quality and craftsmanship of their products. Visitors struggled to find the information they needed, and the overall experience did not instill confidence or inspire purchases.
This disconnect between the website’s user experience and the brand’s premium offerings was a major obstacle to online growth.
Objectives
Hermann Wursthaus partnered with My Business Integrated to revitalize their online presence and achieve the following objectives:
- Increase online sales and revenue.
- Enhance brand awareness and engagement.
- Improve the overall user experience on the website.
- Optimize the website for search engines to attract more organic traffic.
By addressing these challenges, Hermann Wursthaus aimed to establish a strong online presence that reflects their commitment to quality and tradition, ultimately driving growth and expanding their customer base beyond their local community.
Uncovering the Crumb Trail: Examining User Behavior and Pain Points
Our team at MBI knew we had a culinary conundrum on our hands. Hermann Wurst Haus website, despite showcasing delectable sausages and smoked meats, not making the site visitors mouth water like it does when you are in the store.
Armed with Google Analytics, Search Console data, and over 10 years of feedback from over 1,900 loyal customer reviews, we listened and focused on an enhanced user experience., we rolled up our sleeves and got to work. Our website audit revealed a smorgasbord of issues:
- Core Web Vitals Woes: The site was flunking Google’s speed and performance tests.
- Layout Shifts on Mobile: The site was as unstable as a stack of pancakes on a bumpy road, especially on mobile devices.
- Technological Hiccups: The BigCommerce and WordPress integration was causing a sausage-fest of problems. Missing “View Cart” buttons, vanishing products, and a checkout process more complex than a five-course meal.
The Toll on Hermann Wursthaus:
Behind the scenes, the technological turmoil was turning simple tasks into Herculean efforts. Adding a new product or updating prices was like wrestling a greased piglet. This wasn’t sustainable for a world-renowned wurstmeister who has a 45 year reputation of being the TOP DOG.
SEO Sausage-Making Gone Wrong:
Google wasn’t playing nice either. A jumbled SEO heading structure and a misbehaving plugin had their sitemap in a twist. It was a recipe for a search engine disaster – one that MBI was ready to fix.
In need of A Website Redesign?
Cooking Up a Digital Feast: The Recipe for a Mouthwatering Website
The heart of the redesign was clear: infuse the website with the spirit of Hermann, Missouri’s rich German heritage. We wanted visitors to feel like they’d stepped into a cozy, traditional wurst haus, even from the comfort of their own homes.
Hermann Wurst Haus’s classic orange and dark red combo, while iconic in the restaurant, wasn’t cutting the mustard online. By swapping the white background for a bold black, we created a sophisticated backdrop that let those colors shine. The addition of textured brick elements evoked a sense of old-world craftsmanship and quality, further amplifying the brand’s German roots.
We knew a clunky website was costing Hermann Wurst Haus sales. So, we made user-friendliness our top priority.
- Mobile-First Feast: With most visitors browsing on their phones, we ensured the site looked and worked flawlessly on every device.
- Streamlined Navigation: Say goodbye to confusing menus! We simplified navigation, making it easier for hungry customers to find their favorite wursts and place their orders.
- Taming the Technology: The BigCommerce plugin was causing more trouble than a bratwurst on a hot grill. Our developers rolled up their sleeves and custom-coded solutions, transforming blocky product displays into mouthwatering, 3D showcases. And that pesky “View Cart” button? It’s now always ready for action.
A website packed with unnecessary plugins and tracking codes is like a sausage overloaded with toppings—it’s messy and slow. We trimmed the fat, reducing plugins from 42 to a lean 13.
This, along with careful optimization of over 3,000 images, supercharged the mobile speed from a sluggish 32 to a zippy 75/100 on Google PageSpeed Insights. With the addition of WP Rocket caching, the site now sizzles in the 90s.
The Meat is on the Burner: Smoking the Competition is the Sweet Taste of Success
The redesign’s impact was a mixed bag, with some results appearing immediately, while others simmered slowly (we’re looking at you, SEO). Right off the bat, the improved design served up a heaping helping of user satisfaction and rave reviews. The website now worked like a charm on all devices – desktop, tablet, and mobile – and was faster than a hungry diner eyeing the buffet.
But the real meat and potatoes of the project, the SEO gains, took a bit longer to marinate. Yet, within just two months of the redesign, we saw a 10% increase in website traffic, and the average engagement rate skyrocketed from a measly 10% to a whopping 45%!
And for the first time in a long while, BigCommerce, that sometimes-stubborn sausage in the WordPress bun, finally started playing nice. Everything was running smoother than a well-oiled grill.
Conclusion: A Recipe for Online Success
Trust is the Fuel for Speed and Innovation; Success is the result of a mutually beneficial relationship. We care, and we are an extension of each other’s business family, our clients are our friends.
The Hermann Wursthaus case study proves that even the most delicious sausages need a well-crafted digital storefront to truly shine. By blending authentic German charm with modern web design and SEO know-how, we transformed their online presence from a lackluster bratwurst to a five-star feast.
Increased traffic, soaring engagement, and streamlined operations are just a few of the tasty results. Hermann Wursthaus now has a website that’s as appetizing as their products, proving that a little digital magic can go a long way.
So, whether you’re a butcher, baker, or candlestick maker, remember: a well-designed website isn’t just a pretty picture—it’s the key ingredient to unlocking your business’s full potential.