Already a leader in the online food delivery space, and looking to solidify this position as the ‘official food of everything‘, Domino’s Pizza wanted to ensure it’s online customer journey was fully optimized. The challenge was to get more out of its website traffic by lowering the rate of basket abandonment and increasing onsite conversions, to deliver greater ROI on marketing spend.
Yieldify designed ‘stretch and save’ campaigns to re-engage visitors about to abandon the Domino’s website, and tailored campaigns to drive new customer acquisition and reward brand loyalty. In all campaigns, overlay messaging dynamically changed in response to the value of items in each visitor’s basket.
In order to acquire new customers, abandoning first-time visitors were served with a 25% discount to encourage them to complete their order. For returning visitors, a three-tiered campaign based on basket value was implemented. Exiting returning customers with a basket value under £15 were served ‘15% off when you spend over £15’. Visitors with a basket value between £15 and £17 were told they are eligible to receive the incentive. Abandoning visitors with high-value baskets were offered £10 off with orders over £30.
The new customer acquisition campaign played a major role in helping Domino’s to engage new customers, capturing 58,000 email leads in April, reaching a high of over 65,000 in August.
The returning customer campaigns also achieved their goal, lifting conversion rate by +16% during April. Overall, Yieldify campaigns increased conversion rate by +13% and drove a +9% uplift in average order value benchmarked against website level
Conversion rate uplift with CJO
New email leads within 1 month
Increase in average order value
“Yieldify’s products and service have proven to be a valuable part of our digital strategy, driving an increase in conversion rates, average order values and high ROI as a result. The results we have seen are excellent and we are excited to see what we can achieve with Yieldify as we move forward together.”