Pizza Delivery

Papa Johns

Validating, iterating and prioritising user journeys

Key Results

6%Increase in new user homepage revenue

23%increase in users seeing store specific / personalised content

Logo

The Challenge.

The conversion of users for Papa Johns depends largely on their proximity to a store and the specific store’s offerings.

Post code entry is important for Papa Johns users. Due to the franchise model of the business, local stores will differ on product offering, marketing and offers; the latter being something that is central to the onsite user journey.

So what did we do?

We wanted to, not just validate the assumed problem, but also work with the Papa Johns team to prioritise it; as any change to the journey would be significant.

We identified a subset of new users who won’t add their postcode at all, and analysis showed that they were 21% less likely to convert compared to users that did enter their postcode. And research showed that users were not aware of the benefits of providing this information.

Through both voice of customer and extensive behavioural user research, we identified that even after entering their postcode, a segment of users would close the module that stated a store selection had to be made; it appeared they were doing this without reading the content.

Knowing that this data validated our assumptions, and with further evidence as to what a good execution might look like, we created an iterative experiment roadmap that aimed to “Encourage new users to enter their postcode when landing on site, without negatively impacting conversion.”

Through a series of queues and triggers, we prompted a user to provide a post code at key stages of them landing on the homepage. This also clearly explained to the user, why we were asking for this information and how it would benefit them.

As we gained valuable insight and our experiment executions become bolder, the resulting variation allowed a user to view and read homepage content, but upon interacting with anything other than the postcode input field they were prompted to enter this.

The important bit…
The results

Engagement rose, and this led to an increase in overall revenue and transactions of 6% of this specific segment.

30% of users in the test gained exposure to the added functionality and as a result, 89% of these users made a clear conversion focussed action as a result of seeing this content – the result of this was a 23% increase in users seeing store specific/personalised content.

Journey based experimentation should be treated as iterations towards a wider objective.

Key Results

6%increase in new user homepage revenue

23%increase in users seeing store specific / personalised content.

Through a clear understanding of the importance of post code entry to our digital offering, we were able to create a series of experiments, that upon each iteration allowed for quick and robust learnings to create solution that worked for our users and the wider business

Gareth Luck

UK ecommerce Manager

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager