Payment gateway in 20 minutes: myth or reality

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This solution significantly reduced the amount of work. Weadjusted our tactics when we realized that we had chosen a suboptimal solutionGoing through the recipes was half the battle; in addition, we had to replaceinappropriate photographs and coordinate them with the Danone brand manager. Atthe stage of selecting suitable pictures, another problem arose: theunderstanding of what was beautiful and what was not began to blur. The fact isthat we started working without approved criteria for selecting photographs.And that was our mistake. We selected photos to suit our tastes, and then sentabout 100 of them to the brand manager.

Of these, only 40–50% of photographs were accepted. When it last database became obvious that the selection of photographs was taking too long, managersfrom both sides intervened. They established selection criteria: lightbackground, white plate, no cutlery, non-checkered tablecloth, not top view.After that the work went faster. We left 1,600 recipes on the new site andretained 85% of the previous traffic Not all recipes could be added at the sametime. At launch, the site had 600 recipes with professional photographs andsuitable ingredients. That is, the volume of content has decreased by more than10 times. In addition, there were about 1000 recipes for which it was necessaryto select photographs and coordinate them.

After the launch, we agreed on them and added them to thesite in portions. As a result, by March, instead of 7,000 recipes, there were1,600 recipes on the site, and the volume of traffic had almost returned to itsprevious level. We maintained the updated site from November to March. Duringthis time, traffic dropped at the time of launch, but after indexing allchanges it leveled off. After that, there was a peak in March due to theholidays - Maslenitsa and March 8th. The second time the traffic dropped was inApril, when nothing was being implemented on the site, because we transferredour work and work plan to a Danone SEO specialist. We realized that 80% of thecontent that had to be discarded was a serious loss.