CASE STUDY

Data-driven Approach to Growing an Instagram Audience

AT GONZALEZ Y GONZALEZ

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Photo: Studio Ease/Unsplash

ABOUT GONZALEZ Y GONZALEZ

Gonzalez y Gonzalez is a Mexican restaurant and Live Salsa Saloon with a passion for fresh, authentic Latin cuisine. It’s a Greenwich Village staple for live Latin music, free Salsa dance lessons, and authentic Mexican cuisine that has been serving up good times since 1989.

GOAL

• Enhance internal and external usability of the website
• Increase user retention and reduce exits

CHALLENGES

A website that was supposed to make the lives of the management and their online marketing more efficient has become a growing frustration. Internally, management struggled with updating their CMS. Externally, user bounce rates were significantly higher on mobile and tablet, reservation call-to-actions were hard to find, and the dinner and catering menus were uploaded as photos.

There was also a lack of analytics capability, leaving management the inability to measure web performance to inform online strategies.

APPROACH

• Advocated and executed a website redesign focused on three things: 1) mobile-friendly 2) search-optimized 3) streamline navigation for all users
• Implemented Google Analytics to enable web performance tracking
• Utilized Google Data Studio to create dashboards that successfully informed data-driven insights and information to management

RESULTS

• Increased retention and reduced bounce rate on returning mobile and tablet users
• Generated ability to measure conversions on online reservation, private party booking, and contact forms
• Introduced easy-to-understand dashboards to inform management of online marketing performance