Intro to Web Publishing Popularity and Traffic paper

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Chef’d Popularity & Traffic Analysis
WEB SITE OVERVIEW
 General Company Information:
Chef’d was created in 2014 when the CEO Kyle Ransford was looking
through a magazine and asked himself the question of why can’t he press a
button and have gourmet meals shipped to his door. Chef’d doesn’t require
customers to have subscriptions, meaning customers can order as much or as
less as they want as many times a week/month. The company offers over 300
meals to choose from ranging from breakfast all the way to dessert. The
company also partners with 49 other companies such as: Atkins, P.F. Chang’s,
Men’s Health, Skinny Ms., and Weight Watchers. You can even get meals plans
that fit best for you.
They offer a quiz that you can take that will give you recommendations
based on your answers. You can find the company on other forms of social
media like Facebook, Instagram, and Twitter.
 Product & Content Analysis:
The purpose of chefd.com is to easily and quickly help their customers
with their plans for breakfast, lunch, and dinner. Chef’d offers meal plans from
the American Diabetes Association, Atkins, New York Times Cooking, Weight
Watchers, and Spoon University. Each meal plan caters to a certain type of
lifestyle or person. Spoon University is geared toward college age kids, giving
them a “quick, simple, and delicious meal plan.” A customer can search meals by

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the type of meal, cooking style or the ingredients in the meal. That would help
customers find what they were looking for quickly.
The cooking styles that Chef’d offers are lighter, quick and easy, family
friendly, and gourmet. Chef’d offers over 700 meals. The site not only offers
different meal categories, but they have special meals for date night or game
day. There are also collections from specific chefs or just new arrivals.
 Competing Site:
HelloFresh was created in 2011 by Dominik Richter. HelloFresh.com
offers a classic meal plan that has a variety of meat, fish, and seasonal produce
for only $9.99 per serving. The family plan that includes quick and easy meals for
the whole family for $8.74 per serving. Then there is also the veggie plan that is
$9.99 per serving and includes vegetarian recipes with plant-based proteins,
grains, and seasonal produce. HelloFresh has their website set up so that each
week there are certain foods you can get. They also don’t have their meals split
into categories such as breakfast, lunch, and dinner. Which I think is weird
because a lot of people search for food based on what category they are in.
HelloFresh does offer a few things that Chef’d does not.
HelloFresh has kitchenware that customers can buy. They have kits that
include pots and pans and other utensils. Customers can also get a wine plan.
They have a mixed wine plan, a red wine plan, and a white wine plan. They can
recommend wines to go with their meals. HelloFresh is also international, so their
websites are different for all 8 countries. I looked at the HelloFresh website in
Australia and some of the words they use are different like they use the word

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omnivore for people that eat meat and vegetables. In Canada, they offer a
“Pronto Plan” which from what I can tell is like the “Classic” Plan. I don’t know
much about gourmet food but the food they have on the UK page looks different
from the food they have on the US page. It looks like they cater to what country
they are in which is smart. These are just a few of the countries:
HelloFresh requires customers to have a subscription which I think could
deter people from using it, but I know for some other products subscriptions work
best. They also have plans for students.

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POPULARITY ANALYSIS
 Link Analysis
o Overview & Link Quantity Assessment:
A link from another website to your website is called a backlink.
Referring domain is another website that links to your website that
establishes the link. From what I can tell HelloFresh.com has a lot
more backlinks and referring domains. That is probably because
HelloFresh is not only international but also has been around for a
longer period of time than Chef'd. From the SEM screenshots I
could see that Chef'd had more backlinks that were credible
because some of the links were from partner websites.
o Analysis of Link Quality for Chef’d – Top 10 Referring Domains:
1. Menshealth.com ()- This is a good link because this is a partner
for Chef'd.
2. Washingtonpost.com (97)- This is a good link because it's a very
credible source.
Total
Backlinks
No. of
Referring
Domains
Average
No. of
Backlinks
/ Domain
Chefd.com 5,900
556
10.6
HelloFresh.com 31,800 2,800 11.4

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3. Atkins.com (671)- This is a good link because it is a partner with
Chef'd.
4. Runnersworld.com (625)- This is a great link because it's
Runner's World is one of their partners.
5. Latimes.com (96)- This is a good link because it's a well-known
source.
6. Fortune.com (93)- This is a good site because Fortune is a VERY
well known and credible site.
7. Cnn.com (99)- This is a good site because it is a widely known
news source.
8. motherjones.com (90)- This is a good link because it is a good
source for news.
9. Diabetes.org ()- This is a good link because it's not only a partner
but it is also a restricted domain meaning that not just anyone can
post on it or change it.
10.Sidechef.com (413)- This is a good link because it’s a website
about other recipes.
TRAFFIC ANALYSIS
 Visit Analysis
Chefd.com HelloFresh.com
Avg. Monthly Visits
[SimilarWeb.com] 156,666 2,925,000

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o Introduction & Definitions: Chef’d has 156,666 average pages visits and
HelloFresh has 2,925,000 average page visits. A page visit is the number
of times a user visited the website.
o Chef’d Traffic & Trends: based on the numbers in from SimilarWeb
Chef’d doesn’t have as many page views as HelloFresh but I would think
that’s because Chef’d started in 2014, 3 years after HelloFresh. I can see
there is a spike in numbers in October and November. I would assume
that the numbers spiked in November because of Thanksgiving and
having family in town and stuff so everyone wants to cook some great
meals.

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o HelloFresh.com Traffic & Trends: HelloFresh started in 2011 which
gives them a head start on page views but they are also an international
company which in turn gives them more page views. The company had a
big jump in numbers in this year in January which maybe because that’s
when everyone has their New Year’s resolutions and is trying to eat
healthy and work out. HelloFresh would make that easier for people. They
might have had some sort of deal or discount going on too to help get
people to buy more of their products.
o Comparisons: HelloFresh blows Chef’d out of the water with their page
views but I think it’s only because of the fact that they are international and
a more established company being 3 years older.

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 Engagement Analysis
Chef'd HelloFresh.com Web
Averages
Bounce Rate % 20.41% 32.04% 40%
Page Views Per Visit 5.22 6.71 4.6
Average Visit Duration 3 min 31 sec 4 min 16 sec 3 min 1 sec
o Introduction & Definitions: HelloFresh had a higher bounce rate,
meaning only one page was visited before the user exited out of the
website. HelloFresh was closer to the Web Averages than Chef’d. Chef’d
had lower numbers in page views per visit (average number for timeframe)
and average visit duration (average time spent on the site).
o Chef’d.com Engagement Data: One the homepage at the top they have
a slideshow of different meal options that would draw customers in.

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If you scroll down a little bit they have a video that shows you have to “reinvent
your dinner routine” which if someone is interested in doing that they would
definitely want to watch the video.
o HelloFresh.com Engagement Data: As soon as you open HelloFresh’s
website it pops up a “chat with us” window to ask questions or get help
with something. They also had a slideshow on their homepage. They did
have a Twitter feed which I thought was cool. It showed you what people
were saying about the company and its products.

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o Comparisons: Chef’d had a lower bounce rate, but I think that is because
the site isn’t as big as HelloFresh. They both had slideshows on their
homepages, but Chef’d had a video on theirs and it was close to the top
which I thought caught customer’s eyes. HelloFresh had their Twitter feed
on their page and that is such a good idea because that is where real
people are going to voice their opinions about the company and its
products

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WorksCited
Majestic. (2018). Chef'd . Retrieved from www.majestic.com
Majestic. (2018). HelloFresh. Retrieved from www.majestic.com
Moz. (2018). Chef'd Open SIte Explorer. Retrieved from Moz:
https://moz.com/researchtools/ose/links?site=http%3A%2F%2Fwww.chefd.com&filter=
&source=external&target=page&group=0&page=1&sort=page_authority&anchor_id=&
anchor_type=&anchor_text=&from_site=
Moz. (2018). HelloFresh Open Site Explorer. Retrieved from Moz:
https://moz.com/researchtools/ose/links?site=http%3A%2F%2Fwww.hellofresh.com&fi
lter=&source=external&target=page&group=0&page=1&sort=page_authority&anchor_i
d=&anchor_type=&anchor_text=&from_site=
SEMRush. (2018). Chef'd. Retrieved from www.SEMRush.com
SEMRush. (2018). HelloFresh. Retrieved from www.SEMRush.com
Web, S. (2018). Chef'd. Retrieved from https://www.similarweb.com/website/chefd.com
Web, S. (n.d.). HelloFresh. Retrieved from
https://www.similarweb.com/website/hellofresh.com