Identifying Friction Points by Mapping Out the Customer Journey

The Challenge

The introduction of a mobile app established a new path to purchase for a QSR. Although the app was frequently used, most customers only interacted with a single functionality of it: hunting for the best offers. Our client was losing half of their app users between browsing and product details, and customers weren’t registering or placing an order via the app. As a result, our client needed to investigate the customer journey to increase the profitability of the mobile app. Our team was asked to conduct an in-depth analysis of the customer journey and provide insights to help increase in-app ordering.

The Solution

Together with the client, we analyzed various flows of the customer journey in their app and discovered three order flows that made up 75% of mobile orders. Based on those flows, we captured data that compared new user behavior against existing user behavior. The data from these two segments revealed the following:

 

  • Existing users were 25% more likely to start creating an order than new users.
  • Existing users were 52% more likely to complete an order.
  • 86% of existing users returned to the app within a week of their last visit, compared to 70% of new users.

 

To help increase ordering on the mobile app, especially for new users, we analyzed the UX design of the homepage against customer behavior. There were three promotional links on the homepage alone, and some of those promotional links were placed below the fold. Promotions proved to be a great lead for drawing users in, but they also steered customers away from the core content of the app: the menu.

 

The solution was to provide clearer instructions for app usage for any promotions with a new user acquisition, and keep functionality of menu items in a half-sheet above the fold.

 

We also worked with the client to identify the most and least popular elements of the app content and encouraged them to take advantage of key features that are not available via traditional in-store methods. These features may include customizing items and saving customization, reordering favorite items, and saving favorite locations.

The Results

ORDERS

PLACED

17% increase in user visits placing an order.

 

CONVERSION RATE

FOR MOBILE ORDERS

Increased by 16% for users with offers.

VISIT

TIME

Average session time increased 9% and pages per session increased 18%.