Real Blog

  • Moreland City Council Website Live

    May 14, 2015 | Written by fentonstephens

    Fenton Stephens would like to congratulate the Moreland City Council for the launch of their new website.

    The City of Moreland is home to over 150,000 people with very diverse cultural backgrounds.  The main objectives for the website was to deliver a self serivce, task orientated, user friendly website.

    Fenton Stephens worked on the project in conjunction with Paris First.  We delivered all of the website design aspects and contributed to the usability development activities.

    • Quick links to all common tasks on the right hand side of each page
    • Quick links by category i.e. ‘Report a Pothole’ in ‘Parking & roads’
    • Great use of colour to separate the sections of the site

    The website looks to be a huge success, well done to the team at the City of Moreland.

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    14.05 2015
  • What does McDonald’s really deliver?

    May 08, 2015 | Written by Simon Antonis

    I just finished reading an article by actor James Franco where he talks about McDonald’s, and its current predicament; declining sales and trends towards healthier foods.

    More to the point, he talks about how he really wants them to succeed. McDonald’s means a lot to him, not because of what they sell, but because he has an emotional attachment to the brand that stems back many years.

    When I read the article I could really relate to what he was saying. But I wasn’t sure why. I too want McDonald’s to successfully reinvigorate its brand. I too have a connection to this brand, even though I rarely eat there these days (although my kids do). 


    Thinking more about that, I was reminded of my first ever trip overseas, fresh out of high school, arriving at Copenhagen’s central station on my own. I had an overwhelming sense of “what the hell am I doing here”. As expected, everything was unfamiliar and I couldn’t work out how to get to the hostel I was staying at. Fair to say I was in a mild panic.

    Looking out the station window, in the distance, I saw something that had an immediate calming effect over my mind and body. The Golden Arches. It was like a lighthouse in the fog. I walked across, and on opening the door, a sense of calm washed over me. For a moment, I was back in Melbourne.

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    08.05 2015
  • Google changes SEO rankings based on mobile optimised site

    Mar 13, 2015 | Written by Joey Dorrington

    SEO is an ever changing beast, and Google has just announced a curly change that will hit in April this year.  The change is that Google will include a new signal in its ranking algorithim which looks at how optimised a site is for mobile devices.  This means that if you don't have a mobile friendly site your rankings will probably decrease, no-one is sure how much, but they will decrease.

    Full details are here

    There are a couple of ways you can check if your site is considered to be 'mobile friendly'

    Firstly, you can get on your mobile device, do a search for your brand term, and have a look at the Google result.  Sites that are considered mobile friendly have this next to their title.  This will give you a good indication about if this change will help or hinder you.  If you have the 'mobile friendly' tag, and the competition around you (particularly above you) don't then it is happy days for you.  

    See this example of one of our clients, Isuzu Australia, who we launched their mobile responsive site last year.  Isuzu has the 'Mobile friendly' tag next to their description.  Avis, in the position above Isuzu, does not have the mobile friendly tag and hence will potentially decrease in rank and lift Isuzu up.

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    13.03 2015
  • Measuring Display Media Performance - looking past CTR

    Feb 20, 2015 | Written by Joey Dorrington

    I've had a couple of discussions with people in the digital industry over the past few weeks about measuring performance of digital campaigns and I thought I would take this opportunity to clear up a few common misconceptions, and talk about a best practice approach to measuring digital media.

    Facebook Conversions don't match Google Analytics

    The first misconception I'll dispell is why your Facebook tracking pixel conversions don't match the conversions coming from Facebook on your website.

    Facebook has both view-through conversions, and click conversions.  A click conversion is when someone clicks on one of your ads and then converts into a lead, or a transaction on your website.  A view-through conversion is when someone views one of your ads on Facebook, and then converts on your website some time later.  Both conversion types can be set to 1 day, 7 days, and 28 days after your ad is viewed.

    Now Google Analytics on the other hand only measures conversions within a single session, and attributes that conversion to the source of the first visit in that session.

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    20.02 2015
  • The future of retail

    May 16, 2014 | Written by Joey Dorrington

    I was out shopping solo the week before last and I came across, what I think, is the blueprint for modern retail. The example I am going to share with you is a brand which has innovated and created an entire new product, and is now facing stiff competition as many competitors copy their product and find ways to do it cheaper and cheaper.  The example is Nespresso, the amazing way to have quality coffee at home.

    Let me explain why I think this is the blueprint for modern retail.

    Visually Appealing

    The stores are visually appealing to say the least.  Check out these images of the exterior and interior of the store.  Polished marble floors, amazingly high ceilings and everything neat and in its place.  Everything about it is inviting.




    Sensory Experience

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    16.05 2014