Post by account_disabled on Dec 19, 2023 3:11:38 GMT -5
One of McDonald's objectives within its Digital Marketing strategy is to offer the best possible user experience on its website, through a deep understanding of the needs of the customer. consumer. To this end, the company has carried out an ambitious project aimed at optimizing its contents, with the advice of OMD Spain and Annalect, the data, technology and marketing science unit of Omnicom Media Group. As a result, McDonald's has managed to climb significantly in the search engine rankings and has experienced a considerable increase in traffic to the main product pages on its website, mcdonalds.es. For OMD Spain and Annalect it has been key to analyze the state of the site, identifying areas for improvement to optimize its performance and user experience, as well as establishing a list of keywords, updated according to the latest trends in searches related to McDonald's products and services. In less than a year, the brand has managed to exceed all established KPIs.
In terms of site health score, the baseline data has been improved by 22 points, and has managed to reduce the bounce rate by 42%. The increase in traffic to the Phone Number List main page, product and service pages has been 190.84%, and the average duration per visit has also increased by 46.23%. For brands it is essential to be among the first results in search engines. This is only possible with an SEO strategy that supports it, through which it is possible to understand how search engines work, what are the most used terms to find a product or service online and, in turn, as a result, manages to attract a qualified and specific target. Natalia Echeverria, Chief Marketing & Digital Officer of McDonald's Spain, comments: “Offering a good experience to our customers is part of our DNA as a brand . And we also want to transfer this good experience to the digital environment.
To achieve this, it is essential that our consumers can access the information they need quickly and easily within our website. It is something that we have been working on for a long time and that we continue to continually improve, and that is why seeing that the results are so positive is something that makes us feel very proud”. According to Sagrario Carrasco, Brand Lead of OMD Spain for McDonald's: “at OMD we constantly work to increase the effectiveness of the brand impact. For us, SEO is a fundamental part of the strategy since it helps us improve the consumer experience and further qualify our visits.” a> Arturo Valero, Managing Director of Annalect, adds: “Exceeding all established business KPIs has been a success that is fundamentally based on three pillars: talent at the service of our clients, providing multidisciplinary teams capable of designing the best strategies based on data, clear focus on results seeking excellence, and of course, having trust of a client like McDonald's to accompany them in each of the challenges.”
In terms of site health score, the baseline data has been improved by 22 points, and has managed to reduce the bounce rate by 42%. The increase in traffic to the Phone Number List main page, product and service pages has been 190.84%, and the average duration per visit has also increased by 46.23%. For brands it is essential to be among the first results in search engines. This is only possible with an SEO strategy that supports it, through which it is possible to understand how search engines work, what are the most used terms to find a product or service online and, in turn, as a result, manages to attract a qualified and specific target. Natalia Echeverria, Chief Marketing & Digital Officer of McDonald's Spain, comments: “Offering a good experience to our customers is part of our DNA as a brand . And we also want to transfer this good experience to the digital environment.
To achieve this, it is essential that our consumers can access the information they need quickly and easily within our website. It is something that we have been working on for a long time and that we continue to continually improve, and that is why seeing that the results are so positive is something that makes us feel very proud”. According to Sagrario Carrasco, Brand Lead of OMD Spain for McDonald's: “at OMD we constantly work to increase the effectiveness of the brand impact. For us, SEO is a fundamental part of the strategy since it helps us improve the consumer experience and further qualify our visits.” a> Arturo Valero, Managing Director of Annalect, adds: “Exceeding all established business KPIs has been a success that is fundamentally based on three pillars: talent at the service of our clients, providing multidisciplinary teams capable of designing the best strategies based on data, clear focus on results seeking excellence, and of course, having trust of a client like McDonald's to accompany them in each of the challenges.”
