Guest Checkout Metrics
- Magdalena Dlugolecka
- Benet, Anton
Objective
Incremental sales uplift of 50K EUR/monthly which constitutes 11.6% sales uplift.
Success metrics
Importance | Metric | Description | Current Value | Expected Value | How are we measuring it? |
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Impact on moving user further in the funnel from: /cart -> / cart/payment (Feature has the biggest impact on this step) |
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SUCCESS METRIC | 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 |
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CONTROL METRIC | 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 |
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CONTROL METRIC | 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 |
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Impact on the CVR to purchase $ on the end of the funnel from / cart to /order-confirmation/[OrderID] |
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SUCCESS METRIC | 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] |
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CONTROL METRIC | 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 |
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CONTROL METRIC | 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 |
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Impact on the CVR to purchase $ considering the whole ordering flow |
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MONITOR | 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] |
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Clicks |
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CONTROL METRIC | % of users selecting guest checkout at /cart | Out of the users at /cart unauthenticated, how many select guest checkout to continue |
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CONTROL METRIC | % of users selecting sign in at /cart | Out of the users at /cart unauthenticated, how many select sign in to continue |
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Funnel abandonment- where we see people drop off including guest email input and sign in/register pages |
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CONTROL METRIC | abandonment rate |
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Time to Place an order from the moment of intent |
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CONTROL METRIC | Average Order Placement Time for
| 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] |
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Registration - Cannibalization |
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CONTROL METRIC | 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 |
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Financial Impact |
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MONITOR | MO Sales | Total sales generated by mobile ordering/ mo |
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Overall Experience |
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MONITOR | App Ratings | DE seeing complaints in App ratings that no guest checkout is available |
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