Beyond Meat engaged AMP Agency as their Digital Agency Partner to complete a website redesign for beyondmeat.com. The goal of the engagement was to create a streamlined, modular, and future-proof website experience to inspire engagement with customers and support Beyond Meat’s retail & ecommerce presence. Key elements of the engagement included Strategy, User Experience (UX), Visual Design, Development, SEO and Analytics.
After distilling the information provided and digging into Beyond Meat’s goals for the new site, AMP recommended taking a phased approach – prioritizing specific areas of the redesign to maximize immediate impact.
Built from start to launch in just under 4 months, Phase One of the redesign focused on Beyond Meat’s key priorities. Key features included:
Fully responsive, mobile forward website
Accessible, WCAG 2.1 AA Compliant designs
UX Optimized for both B2B and B2C audiences
Custom, Headless CMS
Bold New Custom Iconography
Destini store locator integration
Complete Shopify Integration
Utilization of motion and color
SEO Optimization
Copywriting
Technical framework for localization
AMP completed this redesign in parallel to Beyond Meat’s brand redesign effort and partnered closely with their branding agency to establish how the brand should come alive digitally through movement and micro-interactions, as well as informing important photography needs for the brand.
Still ongoing, AMP is now in the process of completing Phase Two, which includes executing Beyond Meat’s international rollout of localized site instances.
To support Beyond Meat's retail and ecommerce efforts, increase Beyond Meat’s portion of Googleshare in the plant-based/vegan/vegetarian meat category, and introduce the brand to customers who aren’t familiar with it, early SEO efforts were focused on increasing the relevance of the website for non-brand, “near me” keywords.
Since the website launch, the keyword “Vegan Burger Near Me” which is searched nearly 400,000 times a year drove 5,100 or 1,552% more impressions in the four complete months (Sep-Jan) following launch than in the previous four months (Apr-Jul).
Additional keywords in this category which had similar organic performance boosts were: -
