Web pub paper one
- 1. Annelise Wright 1/22/2018 Web Pub. Chef’d Popularity and Traffic Analysis Website Overview General Company Information Chef’d is a website that allows you to see a recipe of your liking and have the ingredients measured in the correct proportions delivered directly to your door. Chef’d has over 300 recipes for any customer to choose from. The company also makes sure to hit a wider target audience by extending their reach by providing vegetarian options. The products available to you are food for breakfast, lunch, dinner and dessert as well as making sure to give you multiple different options on how to prepare each meal. Some of the different ways you can prepare the meals would be if you want something quick and easy or gourmet style even providing light options for those who are trying to lose weight. Products & Content Analysis Food comes in all different shapes, sizes and colors. In Chef’d the food is separated but in categories such as meal types and cooking styles. There are over 300 recipes that Chef’d offers from meals that take anywhere from 10 minutes up to 12 hours. The price ranges for each dish depends really on how much each individual dish feeds. The lowest amount of people a dish feeds per meal is two while the highest amount you can feed for was the celebration cake in the desserts section was 30 individuals. I feel that people might be motivated to buy these products because everything in the recipe comes portioned and you will never have to go out for more ingredients. This company may have more interest in its products during the wintertime just because many people do not want to leave their homes. Another reason this website may have
- 2. people interested in their products is just due to the fact that in the meals that Chef’d has provided there is a little bit of everything for everyone. Are you trying to lose weight? They have meal plans for that. Are you a vegetarian? Chef’d has meals designed for you without meat products. Are you allergic to seafood or nuts? In the all meals section the navigation to the right has a section where you can click those options so that way you are getting recipes without those ingredients found in them. The navigation of allergies is in Figure 1 below. Competing Site HelloFresh is a competing site because it offers the same service of delivering meals right to your door. HelloFresh’s about me page was not a navigation button on the bottom of the page to find the about me page you first had to click on under the our company on the HelloFresh group. Only then does it navigate you to a different page in a new tab that allows you to come up with the companies about me navigation. In the about me segment it does not give you a time with how long the company has been around. Instead it gives you the description that it was a short while ago that the company came about to provide a better eating environment for families. The way HelloFresh sets up how to go through their menus is quite different then the way Chef’d
- 3. displays theirs. HelloFresh gives eight recipes per week and there are three different selections to choose from classic, veggie, or family menus. HelloFresh is interesting because when choosing a selection say classic well you get almost like a plan. By this, I am meaning that when you select a classic the price states it is nine dollars and ninety nine cents per serving for this plan and you can either choose to serve two or four people. When you chose how many people it is you will be serving you go on to choose how many recipes per week the individual will be receiving. Both the veggie and the classic plan are only nine dollars and ninety cents per serving while the
- 4. family plan that HelloFresh offers is eight dollars and seventy-four cents per serving which feeds four people. (Figure3) The thing that may swayed people to order from HelloFresh would be the fact that along with their plans there is free shipping with each of the above plans. Something that ends up being similar in both brands is the language that is used by both companies. Both Chef’d and HelloFresh use similar language that may make them seem more health conscious. Terms included in this are fresh, healthy, seasonal and lighter options. Each company also include news stories that include references of their products and ratings. A difference in the two companies is that Chef’d seems to partner with more well know companies. (Figure 4) While HelloFresh seems to try to convince members of their website to team up as collaborates of their organization. HelloFresh tries to do this task by offering 40% commission on the first sale you help make. (Figure 5)
- 5. One of the things that was also different between the sites and that I was unable to screenshot was that HelloFresh when opening up the website there was a 15% coupon if I were to order a meal plan right then. There have been no such pop ups with deals like this on Chef’d. Something that I felt was a nice plus to HelloFresh was that they included selections of kitchenware in case you needed an item to help you cook a meal for inexpensive, at least in my opinion, prices. HelloFresh also includes the opportunity to add select wines to your purchase of your meals. Chef’d makes sure to include bios on chef’s that some of the meals on the website are inspired over and if you a foodie like me spending most of your time on the Food Network, clicking those chefs on the website give you their dishes you thought sounded so good. (Figure 6)
- 6. Popularity Analysis Link Analysis Total Backlinks No. of Referring Domains Average No. of Backlinks per Domain Chefd.com 6.2K 520 11.9 HelloFresh.com 31.8K 2.8K 11.3
- 7. Overview & Link Quantity Assessment A back link is a link from another website to yours.(Figures 7 and 8) A referring domain is a link that links back to you. This is the website or web address. Chef’d has a higher level of backlinks per domain meaning that Chef’d has better metrics meaning numbers. I believe that reason this might be is that Chef’d seems to have way more partners that are big named companies such as Hershey’s. I also feel as if Chef’d may have more people attending their site just due to the fact that there is so many options to choose from it really feels that there is a little bit of something for everyone on the website. Analysis of Link Quality for Chef’d-Top 10 Referring Domains I looked at the back links from two of the websites given to us on Northwest Online. I include the 10 from BackLinkWatch.com as well as SmallSEOTools.com. The domains that show up on BackLinkWatch.com (Figure 9) seem to be more of high quality links. 1) Atkins 866 backlinks is actually a partner of Chef’d is very easy to navigate and has many navigation tools to connect Atkins to social media apps.
- 8. W 2) Runnersworld.com with 636 backlinks is also a higher quality link because it keeps you engaged on the website with videos on new equipment they are producing. The website actually has ads for Atkins which also links to Chef’d. 3) Sidechef.com has 433 backlinks and clicking on the site seems to be a higher quality link. SideChef is different than Chef’d just because it holds a bunch of recipes. SideChef even offers newsletters you are able to sign up for. 4) Wickedstuff.com looks not as high quality. It looks like a bunch of articles that you can click on to lead you to other sites. 5) Vegetariantimes.com seems to be higher quality than wickedstuff. This site also displays recipes but it also includes feature stories, newsletters, and you can even sign up for classes.
- 9. 6) Poststats.com was a low quality when I tried to type the web address in it would not even open it said that the site no longer existed. Supposedly, there is 278 backlinks but as I stated the website would not even, pop up when I looked for it. 7) Soyvay.com would be higher quality if you cook a lot of oriental food you might attend the site regularly. As soon as you open up the site, you have a survey box book up on the lower right asking about your opinion. There is a 157 backlinks but Chef’d has an article on the very first webpage. 8) Foodboxhq.com is a higher quality site 109 backlinks. The site allows you to interact with plenty of videos on the recipes and offers a newsletter that frequently sends coupons to your email. 9) Nytimes.com has 101 backlinks. I would put the New York Times on a higher quality site not only is it a site where you find news it also gives you multiple options of articles to look over. 10) Urlscan.io has about 95 backlinks that link back to our site. I believe this site is lower quality because all that it seems to do is compare and look at different websites. Traffic Analysis Visit Analysis Chefd.com HelloFresh.com Avg. Monthly Visits 156,7.7K 14 M
- 10. Introduction &Definitions HelloFresh seems to get more average vists then Chef’d gets. Vists and unique vists are the amount of peoplw and software devices that are attending your site. Chefd.com Traffic & Trends The highest amount of traffic received to the site was in October. I am assuming this is because October is the beginning of the holidays and it seems to be the month where things are extremely busy even in households. For those in college this is the month when fall midterms must be completed so anything that could cut down their time from everyday busy life might also contribute. It might also be those people dieting wanting to make sure not to break that pattern by trying to find some meals that are quick, easy, and ready to go. The site still reaches 100,000 visits at least every month on the site. HelloFresh.com Traffic and Trends
- 11. The highest amount of traffic on HelloFresh is during the month of September but only barely base they are constantly getting millions of people visiting their website per month. The reason their trends are always so high might just be the fact that HelloFresh is very heavily into advertising. Comparisons Both sites if you were to describe either or site they do pretty much the same thing if you were to describe both sites. As you can see from the data in the figures above though HelloFresh receives a lot more traffic then Chef’d receives and I really do think it comes down to advertising. HelloFresh seems to advertise everywhere from commercial in between programs I watch on Hulu to advertising on major radio stations in LA KISS FM.. HelloFresh almost seems to be in your face while the only time I heard of Chef’d is when I was told we had to write this paper so Chef’d really needs to step it up when it comes to where and how they advertise. To be honest I think the Chef’d has better selection of products but HelloFresh seems to have lower prices when it comes to things such as packages of food you can purchase which also could be why more people are on their site.
- 12. Engagement Analysis Chefd.com HelloFresh.com Web Averages Bounce Rate 27.63% 33.1% 40% Page Views Per Visit 4 6 Average Visit Duration 3:15 3:26 Introduction& Definitions Bounce rate is when the customer sees on page and then leaves. The reason this might happen is that the site does not offer exactly what the individual was looking for or wanted. Such as they might be looking for quick meal recipes with food, they already have laying around the house not necessarily to order anything at all. Pages per visit is obvious they want to know when you came to the website how much did you see. Which leads us to average duration meaning how long it took you on the site you were at. This is not always necessarily a good thing on food consumer sites because your goal is to get them to the end and purchase a product. Chefd.com Engagement Data Chef’d always has at least 100,000 visits on their site each month. This may be due to the fact you can search this product on your phone and on the computer. Something I like about Chef’d is that it is super easy to work with as you see from the screen shot below it goes step by step on how the website works and what to look for when using their products. It also lets you know there is literally alittle something for everyone.
- 13. Also in the image above you can see in the bottom right corner if you do have questions about anything at all you can just press the help icon and you are able to live chat with someone from the company to get your questions figured out. Another great engagement factor is that you are able to review any dish you get multiple ways such as to give stars or leave commentary for another individual who might also want to try the dish you already have to prepare. The site also gives you the options to personalize any dish
- 14. or see featured meals of that month. You can also go to the chef’s navigation tool on the top to pick your favorite chef and get meals that you have seen them prepare for before. HelloFresh.com Engagement Data I thought the fact that HelloFresh shares the twitter posts that every day people make provides details on how popular HelloFresh really is and that many people enjoy the product. Up in the header navigation tool you can see that the website provides information on how the website works as well as the types of menu items that are available for purchase. The website as you can see from the image below allows you to skim through the weekly menu items for the week you are on or the upcoming weeks.
- 15. Comparisons When it comes to the product of what both sites are trying to sell they are similar because both sites are trying to sell pre planned, pre prepped meals. Honestly I really do think the reason so many more people end up on HelloFresh rather than Chef’d has a lot to do with the fact that HelloFresh advertises a lot in all the right places. Engagement wise I feel like Chef’d does it better because their organization is there and everything is extremely easy to find. HelloFresh does an all right job with their organization but when it comes to the customer, service Chef’d has it in the bag. This is due to their constant online chat to answer any questions you may have while on the site. HelloFresh does do an extremely good job making sure that people see and are involved in rating their products for other customers to see. Both sites made sure to have an accessible FAQ for anyone who may stumble upon the websites and they were very thorough on
- 16. all of their answers.