Page Comparison

Impact on moving user further in the funnel

from: /cart -> / cart/payment (Feature has the biggest impact on this step)

Overall CVR Rate from / cart to / cart/payment

Overall conversion rate from /cart to /cart/payment.

Out of the total users who land on the /cart how many proceeded to /cart/payment page

CVR Rate of guest users from / cart to / cart/payment

Overall conversion rate from /cart to /cart/payment for users with GuestID.

Out of the total users who land on the /cart how many proceeded to /cart/payment page that are Guests

CVR Rate of registered users from / cart to / cart/payment

Overall conversion rate from /cart to /cart/payment of registered users. Out of the total users who land on the /cart how many proceeded to /cart/payment that are registered

Impact on the CVR to purchase $ on the end of the funnel

from / cart to /order-confirmation/[OrderID]

Overall CVR to an actual purchase from / cart to /order-confirmation/[OrderID]

Overall conversion rate from /cart to /order-confirmation/[OrderID]

Out of the total users who land on the /cart how many end up on /order-confirmation/[OrderID]

CVR Rate of guest users from / cart to /order-confirmation/[OrderID]

Overall conversion rate from /cart to success page for users with GuestID.

Out of the total users who land on the /cart how many proceeded to /order-confirmation/[OrderID] page that are Guests

CVR Rate of registered users from / cart to /order-confirmation/[OrderID]

Overall conversion rate from /cart to success page of registered users. Out of the total users who land on the /cart how many proceeded to /order-confirmation/[OrderID] that are registered

Impact on the CVR to purchase $ considering the whole ordering flow
from /menu (page view) with service mode selected to /order-confirmation/[OrderID] (Feature does not have an impact on the whole flow)

CVR Rate to purchase of users landing on /menu with service mode selected to purchase

Out of all the users landing on /menu (page view) with service mode selected (meaning the user is at the menu already with a store selected or a delivery address), how many end up purchasing - so end up on /order-confirmation/[OrderID]

Clicks

% of users selecting guest checkout at /cart

Out of the users at /cart unauthenticated, how many select guest checkout to continue

% of users selecting sign in at /cart

Out of the users at /cart unauthenticated, how many select sign in to continue

Funnel abandonment- where we see people drop off including guest email input and sign in/register pages

abandonment rate

Time to Place an order from the moment of intent

Average Order Placement Time for

• registered users

• guest users

Time from starting ordering process (/menu (page view) with service mode selected (meaning the user is at the menu already with a store selected or a delivery address) to finish placing an order so end up on /order-confirmation/[OrderID]

Registration - Cannibalization

Count of opt in originated from the /cart step

% Opt-in database evolution- as it relates to the trade off digital sales increase vs known sales increase. If we increase sales but reduce drastically the opt-in database you are influencing less people with CRM comms which we know has a higher LTV than the normal guest checkout customer

Financial Impact

MO Sales

Total sales generated by mobile ordering/ mo

Overall Experience

App Ratings

DE seeing complaints in App ratings that no guest checkout is available

1

11 Oct 2023

2

18 Oct 2023

3

25 Oct 2023

4

E2E Testing

01 Nov 2023