Clarifying question
If i understand this correctly, 70% of first time users are not buying anything within a month Is this average over all or recently got changed whats the ta4get to improve it.
Four ways ident8fy and improve it
Product improvement;
1. Are there any recent updates that causes this ? If yes we need to find the recently customer feedback.
2. Whats the change in user journey ? Are there any performance issues in the journey.
Market insights
1. Analyse the competitors are offering. Did they changed offerings to attract customers
2. Are there any spikes due to other factors such as festival season , holiday season.etc
Vendor insights
Analyse changes in hotel sla. Are there any delays due to seasons which causes this delay. Is this related to our spikes.
Operational insights
Analyse the eta of firsttime orders. How are they delivered.
Customer insights
Analyse if this is across all segments or only in some segments.
Market offers :
Are we giving offers only valid for first time usage ? How Can we improve this like for first few orders.
This analysis would cover tofind root cause of problem
N
Nikkila P
Clarifying Question:
Is 30% more than the historical average?
Funnel analysis for second order:
New User --> Signs up --> First Order ---> Satisfied? --> Opens app & Browses -->Second Order
Number of orders placed is the north star metric of Uber Eats.
Supply Side Factors:
1. Was the first experience bad? Missed ETA/ Customer Complaint
2. Bad UI experience. Users unable to find how to place the order.
3. Is the ETA time too high than competitors?
4. Are there additional charges levied than competitors?
5. Restaurant/ Food options availability
Demand Side:
1. Are users dropping off after adding to cart?
2. Did we acquire discount hunters/ tourists?
3. Are Users creating new accounts to get discounts?
Things to do:
- We need to identify the marketing channel of the users to identify the source of churned users
- Run an analysis to identify if the new accounts are alt accounts of current users
- Analyse the Reorder rate for On-time delivery vs Late delivery ( on first time orders) and improve quality of service.
- If legitimate users are not making second orders, then do a competitive analysis to identify pricing/ variety
S
Sai Phaneendra
according to the fogg behaviour model
Behavior = motivation x ability x trigger
Increase Motivation:
1. discounts / coupons
2. gamification (streaks, competition / variable rewards like Credit, etc.)
3. create urgency. limited time deals, flash deals, etc.
4. Improve the quality of users acquired - see which channel has highest repeat purchase behavior and invest more in that channel.
Improve ability:
1. in other words make it easier for the users to place the second order with 30 days.
2. reduce friction in the process -
-by identifying the drop off points
-personalized recommendations
-anticipate needs ahead of time
- 1 click reorder
Improve triggers:
- enable notifications turned on by default
- scheduled reminders through WhatsApp / messages, etc.
- scheduled automatic orders (subscriptions to specific bundles / categories like groceries etc.
Community Answers (3)
Clarifying question If i understand this correctly, 70% of first time users are not buying anything within a month Is this average over all or recently got changed whats the ta4get to improve it. Four ways ident8fy and improve it Product improvement; 1. Are there any recent updates that causes this ? If yes we need to find the recently customer feedback. 2. Whats the change in user journey ? Are there any performance issues in the journey. Market insights 1. Analyse the competitors are offering. Did they changed offerings to attract customers 2. Are there any spikes due to other factors such as festival season , holiday season.etc Vendor insights Analyse changes in hotel sla. Are there any delays due to seasons which causes this delay. Is this related to our spikes. Operational insights Analyse the eta of firsttime orders. How are they delivered. Customer insights Analyse if this is across all segments or only in some segments. Market offers : Are we giving offers only valid for first time usage ? How Can we improve this like for first few orders. This analysis would cover tofind root cause of problem
Clarifying Question: Is 30% more than the historical average? Funnel analysis for second order: New User --> Signs up --> First Order ---> Satisfied? --> Opens app & Browses -->Second Order Number of orders placed is the north star metric of Uber Eats. Supply Side Factors: 1. Was the first experience bad? Missed ETA/ Customer Complaint 2. Bad UI experience. Users unable to find how to place the order. 3. Is the ETA time too high than competitors? 4. Are there additional charges levied than competitors? 5. Restaurant/ Food options availability Demand Side: 1. Are users dropping off after adding to cart? 2. Did we acquire discount hunters/ tourists? 3. Are Users creating new accounts to get discounts? Things to do: - We need to identify the marketing channel of the users to identify the source of churned users - Run an analysis to identify if the new accounts are alt accounts of current users - Analyse the Reorder rate for On-time delivery vs Late delivery ( on first time orders) and improve quality of service. - If legitimate users are not making second orders, then do a competitive analysis to identify pricing/ variety
according to the fogg behaviour model Behavior = motivation x ability x trigger Increase Motivation: 1. discounts / coupons 2. gamification (streaks, competition / variable rewards like Credit, etc.) 3. create urgency. limited time deals, flash deals, etc. 4. Improve the quality of users acquired - see which channel has highest repeat purchase behavior and invest more in that channel. Improve ability: 1. in other words make it easier for the users to place the second order with 30 days. 2. reduce friction in the process - -by identifying the drop off points -personalized recommendations -anticipate needs ahead of time - 1 click reorder Improve triggers: - enable notifications turned on by default - scheduled reminders through WhatsApp / messages, etc. - scheduled automatic orders (subscriptions to specific bundles / categories like groceries etc.