Lyka - best organic pet food ecommerce store

BACKGROUND
Lyka is an Australian-based pet food company specializing in freshly cooked, high-quality meals for dogs. The company was founded by Anna Podolsky, who was inspired to improve the health of her own dog, Lyka, through a homemade diet that led to noticeable improvements in Lyka's energy, coat health, and overall wellness. This personal success story led to the establishment of Lyka Pet Food, aiming to provide all dogs with similar health benefits through nutritionally rich, freshly cooked meals made from locally sourced, human-grade ingredients (Lyka Pet Food).
Lyka's offerings are tailored to the specific nutritional needs of dogs and include a variety of meal plans that cater to different dietary requirements, such as meals for puppies, senior dogs, and dogs with food sensitivities or specific health concerns. Their meals are known for containing significantly higher levels of healthy omega fats compared to standard requirements, which contribute to better skin and coat health among other benefits. Additionally, Lyka emphasizes the convenience of having these meals delivered directly to customers' homes, ensuring freshness and ease of feeding.
The company prides itself on using ethical sourcing practices, with all ingredients being free from artificial preservatives, colors, and flavors. This commitment extends to their packaging, which is biodegradable and recyclable, aligning with their sustainability efforts. Through these practices, Lyka aims to transform the pet food industry by focusing on high-quality, nutrient-rich, and responsibly produced meals.

PROJECT BRIEF
Lyka’s current target market focuses on people who gravitate towards feeding their pets with minimally processed food, understanding the tremendous impact that it will have on their beloved pet's energy, health and happiness. Lyka would also like to target people who are not yet aware of the impact of feeding their pets standard industrial food.
This project focuses on researching how Lyka can enhance its website to attract this new audience that are not yet aware of the problem.
Research topics
● Identify Pain Points: Understand the specific challenges and concerns of dog owners currently using standard industrial food.
● Content Strategy: Determine what content would engage these visitors and encourage them to explore deeper. This can include content topics, format, type (e.g. educational, testimonials, comparison charts) and more.
● Engagement Drivers: Explore elements that increase website interaction and time spent on the site.
● Conversion Strategies: Investigate what factors would convert these visitors into paying customers, such as special offers, trial packs, or detailed product information.
● Website Enhancements: Propose specific enhancements that make the website more appealing to this new audience.
Research participants (based on the target audience)
Students will recruit the research participants from their networks
● Location: Australia.
● Age: 18+
● Audience Type: General public
● Characteristics: Dog owners who purchase standard industrially processed dog food (e.g.
from supermarkets).

○ Not yet aware of the problems
○ Aware of the problems but still feed their dog industrial food
Primary Tasks
1. Conduct a research analysis that meets the objectives of the brief.
2. Prepare a formal research report that summarises the outcome research and recommendations.