No, thank you. Thank you for being here. So I think you said that you need to, you’re having problems conversion tracking or audit. Yes Sir. We can use it as a case study on YouTube. If you're happy with that, then that's fine. Is that okay? Yes, sir. Is this your brand? I just need some expert advice. Okay, fine.
So what we can do is we can look at the landing page website first and then the Google Ads account, which are for so, yeah, you can start sharing your screen. Sure. You can share your screen. Here is the landing page. The first thing is right. This is a business based in Florida, I think. So they are selling the readymade, the food that is precooked and ready to eat.
Okay, so meal fit meals. Yeah. All right. A fresh, ready-to-eat way to stay healthy on the go. Right? Okay, let's go down Nutrition made easy with our meal delivery service. So they deliver meals to your home? Yes. Okay. Individual meals, by the pound or specials. Okay. Don't waste your time grinding in the kitchen. Get an entire week's worth of freshly cooked, quality pre-made meals.
So do they only deliver one week’s worth of freshly cooked meal? Yeah, exactly. So if somebody wants just one or two, they cannot order? No, I think they can't order because they have to select the meals for at least a certain time, like a week or okay. Can we go up a bit, please? Yeah, sure. Hold on.
Where the photos are down a bit. Where the boxes the packaging is. Okay, so now this one says weddings, rehearsals. What is all this? So these are for breakfast meetings. So this is for events? Yeah, basically. So the messaging is different, you see. Is this for somebody who's a busy professional who can't, who doesn't have the time to cook and they want to eat healthy, or is it for the next event where you want to feed 20 people, 30 people?
Yeah. So they are offering both of the services like they offer to the people who doesn't have time to cook. And secondly, they are offering the catering services for the events. Okay. This is a perfect case of not targeting your perfect customer avatar. It's mixed messaging because at the top you are saying meal delivery service, one week's worth of meal.
Over here, it is about event and event catering. Is this a subscription model or one off? It's a one off. There's no need for the subscriptions. Okay, so if I want to order for one week, I can just pay and then get one week's food and that's it, Right? Yeah, that's it. You can also pick up from the locations.
I think there are some locations there. Let’s go down, Okay, hold on. Healthy. Can we go up of it, please? Yes, sure. Okay. Healthy meal delivery for Birmingham residents. Okay, so they are targeting a certain area. Yeah. So today's families are busier than ever. So now you see the messaging about from professionals to families. Yeah. I'm not surprised that they are struggling with conversions over here because it needs to be really really targeted with the right message, the audience, you need to be crystal clear who you are targeting and what you are offering.
So right now all I'm saying is healthy meals. Yeah, but I don't see anything about is it for vegans? Is it beef, chicken or whatever? Now if you and we'll have a look at some of the competitors as well as to who comes up in the UK, there's a very big brand called Hello Fresh where you cook your meal at home.
But there might be some other competitors for this brand. We need to have a look at and see what they are offering. Okay. That's where meal fit comes in. We're here to make your life easier with a meal delivery service that brings healthy, delicious dishes to convenient pickup locations around Birmingham and surrounding areas and surround areas should be surrounding you can save time and money while effortlessly feeding you and your family a meal that you can feel good about.
Order now. 15% off applied at check out. Okay, let's go down. Okay. MealFit is now open on Grandview. Alabama is ready to meet the meal-prep needs of the community. We believe fast-paced schedule shouldn’t sentence you to eat fast food meals. No shit eating. Okay, place the order today. Each perfectly balanced meal preposition fries studied. MealFit offers a healthy and more convenient within five minutes.
That is your USB. Yeah. Cook or eat, but still need something ready in five minutes. So is it all cooked and they just need to warm up and heat up and eat? They have just published some other things like every ingredient is fresh and you will be getting a healthy food. So I'm not sure about it. To cook it.
No, it's a precook. You have to just ready to eat. Yeah, you have to just oven it and just eat it. Yeah, ready to eat. So that is the USB which should be right in the header at the top. Fresh ready to eat meals. Just heat a warm up or whatever. Yeah. Start and find. Okay. That's one thing we make ordering easy.
Simply order meal delivery online. But then you said it is collection, not delivery. Sir, there is pickup locations like I said. Yeah, pickup locations. I have to go and pick it up. Delivery. They will come and deliver to my home or office. Yeah, exactly. Which one is, they offer both services like you can pick up from your location.
You know it. I don't. Yeah. Okay. You got to be especially when you're selling online. You need to make things so crystal clear and easy to understand that even a five-year old can follow the instructions. Otherwise people will get confused like I am. And I'm quite web serving. Right? I know how to order online. I know what the internet is.
And I'm thinking, is it delivery? Is it pickup? What are we doing over here? All right, here are your pickup locations. Okay, fine. Keep scrolling. Yeah, keep scrolling. Pick up meal service, simply choose the meals you would like for the week on the website by 2 PM on Saturday and select a pick up point. That is most convenient for you in one of the 20+ locations.
Then simply pick up your meals at the location you selected on Monday from 4-6 PM or by 4 PM at the Grandview location. What if I'm busy on Monday? Most people are at work 4 to 6 PM. Exactly. So have you communicated this to your client? No, sir, I didn't thoroughly read these statements and find out the issues that you have just yeah, so if you are taking up and I'm not trying to embarrass you in any way yeah, I understand, but I'm saying these sort of little little things people miss out on, it’s total confusion for me.
Look, for me, the delivery, is it on a pickup? Is it one week's order or is it weddings or catering or events or what it is got to be crystal clear. If it's for weddings and catering, then you make a separate landing page on the website and drive traffic to that. If it is for home people or professionals.
For professionals, it will be a different messaging compared to families. Yeah. You can say something like eat healthily for under $10 for a family of four, something like that.A really strong catchy headline. I’ve just communicated one thing to them, that you must go for a separate landing page if you are offering a pickup location services, but for the delivery, you must have a separate landing page with a separate messaging to your target audience.
This is what I have already communicated, but that's not a point that you have observed at 2 PM or 4 PM to 6 PM. by Monday. So yes, that's a very valid point. It makes sense that most of the people or working class are busy at that time. 4 to 6 PM. Yeah. At 4 PM. It is the school run.
Moms are going to pick up the kids from the school or whatever. So out of the seven days, you have got only one day, which are two hour collection window. So 95% of the audience, you completely or they cannot even if they want to, they can’t. But how can I come and pick up it for Monday, and if I'm stuck in traffic and I miss the 6 PM deadline, I'm going to go.
I won't have food to eat tonight, which I paid for. Right, exactly. Okay, so customers love MealFit. Okay. So that kind of social proof which you need. Ideally, you want it from either Facebook, Google MY Business reviews, or from Trustpilot. Yeah. Do they have anything of those sort over here? No, they have just picked those from their manual reviews that they have on their office.
Yes. How long have they been running this for? I think they have running this business for over one year. Okay, so it's fairly new. Yeah, it's new. And have they delivered or got online orders yet? They said that we have got some organic orders, but not from the paid ads. Okay. Because they are doing some local promotion as well, I think.
So they are getting some orders through their local advertising, but they are not getting any conversions through the Google Ads or any paid okay, so now over here, the headline says, customers love MealFit. Is that the brand MealFit? Yes, sir. The MealFit is a brand name. Okay. Can you go right to the top of the header? Yeah, go right to the top, please.
I think you're frozen. Yeah. So why have they got MealFit meals over here? No, you're breaking up. Azam? Hello? Azam, can you hear me? Can you hear me, sir? I can hear you now. Okay. Yeah. See, they've got meal fit meals. Why have they changed the name over here? The MealFit is their main brand name. The meals I think they are just trying to impose the product with their brand name.
Okay. Yeah. All right. Okay, fine. And then they've got a sub domain called meals.mealfit.co made this landing page just for the Google Ads. Okay. Can you go down all the way? Sure. Okay. Questions and answers. Do you sell pre-prepared meals? Yes. You can pick up, are the meals the same every week? Yes, but we have 2 “Specials” every week that are different for those.
Now if you ask yourself if they like them food a lot, I cannot come back to them because the same food they have got just two specials every week. Or do you eat the same food every week? No. You won't? No. Yeah. This is a big red flag for this kind of service. If it was for a business meeting or weddings or catering, no problem.
But for repeat orders is a big problem. Is there a minimum order? Five. Do you offer subscriptions? Not at this time. Do you change up your menu items? All the items except two. Can you warm them up in the microwave? Yes. Can you freeze them? Yes. Can I return containers? No, but you can. Okay, so this containers also you need to make sure that are they eco-friendly or not because there are big things in this packaging type of business.
Right? Are the eco-friendly or not? When do I pick up? After 4 PM on Monday afternoons. Okay. When do I order? It says order. That's not right. Yeah, see what do you mean by order? Okay, how many days a week can you pick up food? One Monday. No, that doesn't sound right. So you see it's not building up any trust for me with these mistakes.
Yeah, exactly. People think if they are making mistakes like this, god knows what they're going to be doing when they're making my meal. It has to be professional, it has to be empty and it has to have that wow factor. Oh my God. This is something which I need right now. Do you deliver to my home? It says no.
But then you're saying yes, we deliver. So this is the main message they have given in the header of this page as you can see. No, but that's why I'm just repeating what you are saying. They do deliver but you also do pickup. So if they deliver, then why are they promoting the pickups that we have 20 locations?
Nobody’s going to go and pick up if I can get my home delivered at home. Right? So when you order a pizza or whatever they come and deliver to you, you will never consider going to a location to pick up the food. And only on Monday 4 to 6 PM. That model will not work unless you have something which is completely out of this world.
Nobody can offer you and it can only come from you. Okay, what is by the pound and all that? Okay, fine. Can you go to the main website, takeout the meals and just go to mealfit.co? This is the page they are using for the catering paid ads. Okay? So make the sale and take your time back with mouth-watering gated food.
Now when you read a headline, you have got 3 seconds for somebody to understand what that product or service is all about. I don't get that. Make the sale. Who's selling? What am I selling? Make the sale and take your time back with mouth-watering catering food. Impress them with delicious food that ensures they'll remember you. Okay. All right.
That really needs looking at. Okay. Not your average caterer. We’re health and taste focused with an emphasis on saving you time. Because all you should be doing is closing the sale. But if it's a wedding or an event, unless they are just focusing on they're not focusing on the food. They're just saying, oh, yeah, you should be doing more on closing the sale.
That is completely a mismatch. They Delivered-Straight to you meals. Okay. They don't say anything from how many people for your catering? 20 to 2000 or 20 to 200 or something like that. Why? People love meal with delicious meals. Straight to your office. Groups. Okay. For group from 10 to 1,500. Okay, fine. Tons of options to choose from.
I like this bet. It gives the message straight. Okay. Why people think. Okay, now they've got some companies who have given them testimonials. That is good. Okay. And then the boxes they've got and probably okay, now they put this up. Okay, fine. Impress them with delicious food that won’t cost you any extra time. Okay, carry on. So with the catering, let's go to order now.
The call to action is order now. Let's try and see the workflow. How would it take you? It takes us to the main website. Okay. So it's not ordering now. It is get quotation or enquiry now. When you have an event, nobody will order online without knowing what the menu is, what the service is, how much is it per head and all that.
Right? So the call to action is completely wrong. So you need to change that. Got it? Yeah. Enquiry Now. You don't even need the address. You don't care where the address is. You're just making that. You need name, phone number, email and event date. I would say get them on the phone. Then you take on the things like what type of catering if you want to ask them, how did you hear about us?
You know, it's coming through Google Ads. So you don't need to put that one in. So that landing page should have its own page for the form. The lead form should be on the landing page, how many people went through to the same form, and then the thank you page. So you can have step one as your landing page, step two as a form and step three as a thank you page.
Thank you page. So you can say 100 people came here on the landing page, 10 people went to the next one, and two people reach the thank you page. So you can see 20% conversion rate straight away. Like, this is very difficult to track. Yeah. So I think there's a lot of work. There's a lot of work which needs be done on the landing page.
First of all, before you even look at Google Ads. 20 minutes, half an hour just talking about this. So I think you need to convey this recommendations to your client. Now they've got Google Maps. Okay, fine, but nobody's coming to visit them. Yeah, because it's about getting delivered. They deliver, Right? Yeah. And let's go back to that page where you got the meals for the family, not for the catering call to action.
And how does the funnel flow? What's the call to action? You order now. Order now. Okay, let's go. Yeah, it's order now. Okay. Because this is something where you have to choose a meal and it takes us to their main website. Let us make your life easier. Okay. Nutrition made easy. Okay, stop. Go up a little bit more.
So this is the week, this week special. Okay, stop. Breakfast, meals, by the pound and sides. Okay, so if they're doing it like this, then they should have breakfast, lunch, dinner or snacks or some sides or whatever. So I'm looking at here. Okay, let's go to meals. Let's go to meals. Okay, how do I order this now?
Yeah, let's click on it. Nowhere is anywhere on there like freshly prepared, using the best ingredients, the most delicious meal you will ever have cooking. Can you hear me now? Azam, can you hear me? Okay, let's quick add yet. Can you hear me? Yes, I can hear you, sir. Yeah, okay. Hello? Can you hear me, sir? Yes, I can hear you.
Alright, let's go down a bit. Whether you're a beginner who wants to get back in shape, a busy professional who wants to eat healthy, or an athlete who wants to lean out or gain muscle, our individual meals will save you time and money. Beginning with me. Sir, I can hear you. Azam, can you hear me? Hello? Sorry, your voice is breaking up.
Okay, I can hear you fine. Yes, I can hear you. Sir, please, can you hear me now? This copy just doesn't make any sense. Yes, I can hear you. This copy, for me, it doesn't make sense because who is the beginner who wants to get back in shape? Yeah, Right?? Are they a beginner who wants and there’s no nutritional values in there.
How much fat or proteins or whatever is in there? I need to know what I'm eating. They just put in four to five of protein, half a cup of carbs, half a cup of vegetables. That’s also the corner of the vegetables is completely wrong. This needs serious work. So you got this website, so get all these and the most important bit, the most important bit are the photos.
They are not professionally taken. It just doesn't give me that. Because with food, photography is very specialist. You can't just take a photo with your phone and put it up. It doesn't look enticing, it doesn't look delicious. You have a look at ads from McDonald's, KFC, Burger King. You want to eat that food because it's done professionally.
So, first thing first, copy needs to change. And the offer about this deadline that only you can pick up on Monday and all that is going to be very tough to sell this and promote. And also what as per your experience, for such a niche like delivery. Okay, yeah, what about my experience? Can you hear me, sir?
Yeah, I can hear you, yes. I was asking that as per your experience, for such type of businesses. Okay, for such type of businesses like the food, meals or something like that, delivery services, the search ad is a good option or call ad is a good option. What would you recommend? It doesn't matter about the ads right now because they are more often you will struggle with this.
You will not do anything. You will not get anything because the call to action is all. Everything. There's no food. What am I eating? What's the ingredients? You’ve got to go and have a look at the competition first. There’s no address of their website even or no, what do you call it? Not the guarantees, but go on your competitor’s website, who is the direct competitor, and then see where this website is and where the competitors are.
You also need to have offers as well. Buy one, get one half price or something like that. Lots of work needs to be done over here. But the first thing you need to do is to sort out this website. Yeah, exactly. Got it, sir. Cool. So good luck with this. Yeah, good luck with this. All right. Thank you very much, sir.
No worries. Bye.
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