Lekkervanbijons

With the pandemic causing a seismic swing towards digitisation and cooking platforms popping up like mushrooms, staying relevant is quite a challenge. Competition is fierce and users expect an excellent experience. LVBO noticed this evolution and sought to harness the full potential of a platform built and operated using Drupal 9. 

Before the start of this project, we had already built up a sustainable partnership with them. Supporting them during a project where we could combine our different expertise served to strengthen our relationship. 

We assembled a multidisciplinary team of UX designers, Drupal developers, product owners, copywriters, email marketers and SEO marketers to work within iO, but this project was not a one-sided performance. The LVBO were key contributors to the update of their platform. This is, of course, how we at iO prefer to work: as real partners. 

Hello, structured data

During the platform update, we mainly focused on the recipes and extra functionalities. The old recipes were mainly disorganised lists, not immediately visible to Google. Ingredients were not displayed in a uniform and organised way which was confusing for both users and critically, also for Google. This resulted in pages performing less and appearing further down the list of search results.

Structured data helps you perform better in Google. One of the most obvious advantages of the implementation of a strong information architecture and the use of structured data is that a page has more chance of getting the highly prized featured snippet.

Such a featured snipped responds a search query that appears at the top of Google's search results. To get to this #0 position, your content needs to offer as complete as possible answers to searchers' questions. It is therefore important to provide objective information, but also to have good information architecture. And don't forget the structured data. Google uses this to understand what the page is about (reviews, recipes ...).

Easier to find, more satisfied users and more repeat users

After our Drupal developers updated the front and back end of the LVBO platform to Drupal 9, it was time for our colleagues to show their expertise. With an eye on the end user and the performance of the website, they took 4 months to present a new and improved LVBO site to the target group.

Converting an ingredient list from 12,000 unclear elements to 1,984 unique elements for uniform use throughout the site took a lot of teamwork. But the results are impressive: the information architecture has made a leap in the right direction and the end user can count on unambiguous information.

The result: a more user-friendly platform

Users are more involved with the LVBO website. Visitors can now use their personal account to recreate recipes and build personal shopping lists. We recorded a lot of interest and enthusiasm around the platform shortly after the launch. In the first three weeks the website had 550 registered users who already saved 2356 recipes and made 92 shopping lists.

Thanks to the new functionalities, LVBO is enjoying greater user engagement and more returning users. Within 8 short weeks the platform was renewed and refreshed and the team can now work on their website by themselves, but naturally we will continue to support them with optimisations and new insights where necessary.