Morgan Ranch Web Site Re-Design and Brand Extension for a Gourmet Beef Producer & Retailer June 2007   Background Morgan Ranch, Inc., is the third-largest producer of Wagyu beef in the United States, serving national and international consumers of fine beef products. For many years, the Morgan Ranch has continued to use their first Web site, but it wasn't in line with their current marketing—nor did it resonate with their target audience. With a looming deadline for a new international marketing campaign and a desire to increase sales within the U.S., Morgan Ranch called on Granger Group.   Challenge Morgan Ranch relies on the Web to sell its gourmet beef product to individuals and corporations. Nowhere else can a person purchase Morgan Ranch Wagyu beef. Therefore, it was critical that the site be a user-friendly resource for customers to discover everything Wagyu offers and to purchase their desired cuts. As an added challenge, the timeline allowed just over a month to design, develop and deliver an almost from scratch (98% new) site in order to best leverage two critical, previously scheduled marketing events.   Granger Group's Solution Using their logo as a guide, Granger Group re-designed the Morgan Ranch brand, created a style guide to ensure that all future efforts would line up with the new look and, from that, developed a number of cross-channel solutions. Granger Group helped Morgan Ranch rebuild morganranchinc.com so that Web visitors could learn more about Wagyu gourmet beef products—everything from recipes from world-renowned chefs, to cooking times and temperatures, to Wagyu bloodlines and breeding information—with a minimum number of clicks. The site is rich with information for both ranchers and connoisseurs of fine beef alike. Granger Group interviewed Morgan Ranch customers to get their impressions of Morgan Ranch and redesigned the look and feel of the Web site to better express the essence of the Morgan Ranch brand. End users said they value Morgan Ranch Wagyu Beef for its unique flavor, texture and quality. Granger Group redesigned the site to focus on the visual appeal of the finished product, featuring clean, simple imagery to maximize impact. The site employs cost-effective eCommerce solutions designed to integrate with Morgan Ranch’s back-office business systems. Results Morgan Ranch has experienced a significant increase in the visitor-to-buyer conversion rate, a 250 percent increase in sales and 22 percent increase in average order value. Through the use of SiteDeveloper (our own proprietary content management solution), Morgan Ranch also enjoys a stable, fast and easily maintainable site.