The franchise, Firenza Pizza, needed re-branding and a new website. They had been in business for more than 10 years and operated with the same marketing material they had started with. Firenza’s CEO/Franchisor made the mistake of hiring a low budget freelancer to design their website. This caused their brand to perform very poorly and conveyed a disjointed and low-quality online image which didn’t mirror their high-quality product and customer experience.
We worked alongside the Firenza team and developed a new website with their customer’s experience in mind while conveying the company’s quality brand. Their new website is structured for their franchised business and customized for multiple locations. We also helped systemize their website so that customers are now able to navigate the menu options simply via mobile and desktop devices.
After 8 weeks from launching the new site, Firenza went from an 80% bounce rate down to an impressive 40% bounce rate.
A bounce rate is the percentage of people who click off the page right away, typically because it loads too slow or the website itself is disengaging.
As a rule of thumb, a bounce rate in the range of 26% to 40% is considered an excellent rate, and 41% to 55% is roughly average. 56% to 70% bounce rate is higher than average, but may not be cause for alarm. Bounce rates higher than 70% are concerning for sites outside of blogs, news, events, etc.
Firenza’s website has received positive feedback from customers, Franchisees, and their corporate investors since its launch in April 2021 and has increased sales and traffic to its locations across the US. We feel pretty darn good to have helped the Firenza business owners increase their sales during the pandemic. Firenza Franchisees, Franchisor, and customers are thrilled with the new website.
“The new website has surpassed all my expectations and paid for itself in the first few weeks alone.”Sammy Aldeeb – CEO Firenza Pizza & Urban Bricks