Case Study: The Dedes Waterfront Group
Loves Data worked with Dedes to build a strong integrated digital marketing presence, including online search, to better accommodate a rising number of mobile traffic visitors to their website.
- 35% growth in mobile website traffic
- 52% increase in conversion rates from mobile traffic
- 45% of conversions are made by mobile and tablet traffic
Dedes Waterfront Group boasts a 35-year history in hospitality and manage seven dining venues across Sydney, including hatted restaurant, Flying Fish at Pyrmont Wharf. Other well-known venues include Deckhouse at Woolwich Dock and the newly opened Italian Kitchen in Miranda.
A recognisable trend across the globe, mobile and tablet traffic has increased significantly with the rise of smartphones ownership and on-the-go, tech-savvy consumers. An opportunity was identified for Dedes Waterfront Group when growing mobile traffic was not being matched with online conversions on mobile devices.
Investing in the move to a responsive website template for all venue websites was one of the most significant marketing investments for Dedes in recent times. Following the move to a responsive website, Loves Data worked to further optimise the sites for mobile in order to build mobile conversions. This included a combination of landing page optimisation, search engine optimisation (SEO) of page elements and specific, targeted advertising copy in partnership with ad extensions for mobile advertising campaigns.
Website traffic has grown year on year by 35%, but more importantly, conversion rates from mobile traffic have improved by over 50%. Today, mobile and tablet traffic makes up almost half of Dedes Waterfront Group’s website traffic and conversions, in both cases contributing to a 45% share. Digital now makes up the largest component of the Group’s marketing spend – and with results like these, it’s easy to understand why.