DBurns unveiled two clear audiences: Athletes and Fitness, and created a segmentation on the site completely tailored to each group. With a unique design concept and the right page structure users could now find what they were seeking to learn and to purchase. By implementing a secured internal checkout system, users felt safer to make purchases and brand credibility increased. Fighter Diet’s core values and properties were strengthened by featuring founder and athlete Pauline as the face and inspiration of the company, as well as an entire page about the brand’s support to the Armed Forces.
DBurns created two blogs tailored to the different target audiences, and established a co-relation between the articles and the products, generating a cross-selling opportunity for blog readers. Aside from the regular social sharing on all blog posts, DBurns incorporated Facebook Connect Comments into the blog area, so that comments would be shared in users’ timeline news feed increasing social reach.