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E-commerce Conversion Increases by 31.5% After Redesign (KFC case study)

Łukasz Kowalski
Łukasz Kowalski
Nov 09, 2020
7 min read
E-commerce Conversion Increases by 31.5% After Redesign (KFC case study)

Lift in conversion rate and increased average order value are usually results e-commerce companies look for when redesigning their website.

This is what we've done for our client - KFC, the largest food ordering e-commerce in Poland.

The scope of the project was to completely redesign the website within 2.5 months.

As a result, we have created over 250 screens for desktop & mobile and joined two websites: kfc.pl and dostawa.kfc.pl (delivery).

This redesign led to improved overall user experience, lift in conversions, and increased average order value.

Today we will show you exactly how we have done it.

Are you ready to discover the details? Let's dive in!

Table of contents

  • The Process
  • The Issues
  • Implementing the Solution
  • The Results
  • Conclusion

The Process is Everything

A good process answers the question: "How can you deliver the end product for the client as efficiently as possible?"

It consists of many diverse variables such as deadline, budget, client's awareness, technology, available qualitative and quantitative data, market competition, to name a few.

Furthermore, the process comprises numerous phases, methods, and tools optimally adjusted to the client's needs.

kfc_process

Thanks to the process, the client is informed about the project scope, which facilitates communication and enables efficient work.

Furthermore, by doing it, you embark on creating the foundations of long-term cooperation, which should be the goal of each partnership.

Yes, it takes time to develop a process; however, it's time well spent. Aside from facilitating communication with the client and streamlining the project delivery, it reduces the chances of overlooking things that may cause high costs and inefficiencies in the future. 

If you want to learn more about the UX process, check out: A process in UX is everything, UX without a process is nothing

The Issues

Before we started the design work, we did a lot of research with users. Watching session recordings and conducting usability testing gave us a lot of input.  

There were three main areas of issues we have focused on:

  1. 1) Two separate domains for content and delivery
  2. 2) Overall user experience
  3. 3) Upsells

1. Two different domains were confusing users

Two distinct domains (kfc.pl and kfcdostawa.pl) made it harder for users to get to the e-commerce site.

More required actions + more additional information equals more friction.

This resulted in people having difficulties with ordering food.

2. Key issues with user experience

2a. Users didn't view enough products.

In the old version, users could not view the products altogether. During our expert audit and Fullstory analysis, we observed that users continuously scrolled from top to bottom.

kfc_scroll

2b. Users couldn't compare the products properly

In the old version, users wasted a lot of time comparing offered buckets. They had to examine the photos and read the descriptions carefully. This action was especially hard on mobile.

kfc_comparison

2c. Users lacked sufficient information about the products.

In the old version, users who were not familiar with the KFC menu had problems understanding what certain items (meals, buckets, sandwiches, etc.) held inside.

Additionally, the items were hidden in the second level of the navigation.

kfc_more_info

kfc_menu

3. Ineffective upsells

In the old version, upsells were not working effectively.

Users had trouble noticing them because they appeared in the wrong places at the wrong time.

kfc_old_upsell

Implementing the Solution

We have determined the critical areas of issues. Now there was time to implement solutions that would increase the performance of the e-commerce website.

"Their focus was truly on creating a personalized and mindful experience."
- Maciej Jędrychowski, AmRest | KFC Digital Director CEE

 

1. Merging the domains

E-commerce was losing traffic because users were getting lost on the content website.

That is why we have decided to merge the domains and remove access to the content.

We focused solely on the e-commerce part.

 

2. Optimizing the user experience

2a. Implementing limitless scroll

Our solution for product feed was comparable to Facebook or Instagram feed. Users can access all products by merely scrolling the feed.

To make it even more user-friendly, we added sticky navigation that was always accessible to users.

2b. Implementing a quick and relevant comparison

Comparing different products was a big issue in the old version.

Therefore, we decided to make a radical change: we showed each bucket's components visually, so the users could easily compare offered buckets and, most importantly, make a quick decision.

kfc_quick_comparison

2c. Visually displaying the packshots and adding easily accessible information.

While designing a new solution, we have realized that the current KFC menu has 150 products, and we need a much better system to show the subcategories and products themselves.

We have decided to show big product packshots.

Moreover, we enabled users to quickly access information about a particular product by simply clicking 'more info.'

kfc_visual_packages

3. Implement upsells in low-friction areas.

In the old version, upsells were ineffective. However, from experience, we knew that if we showed the offers in the right places at the right time, they would work.

The key thing for upsells was to make them appear in places of low friction. 

They should be a natural part of the user journey and relevant to the users' goals. For example, offer additional sauces in the checkout because users tended to forget to add them to previous steps.

That said, we implemented four different upsells.

3a. Upsell of a single product

Upsell, when showing a single product had great potential due to visual comparison with the product above and below.

We wanted to capitalize on the differences between complete sets and single products. We wanted the user to add a simple product to a single order - like additional fries to zinger.

kfc_upsell_1

3b. Upsell on product exchange

The desire to exchange products is the perfect opportunity to upsell. The user is open to suggestions about how differently they can construct their customized set.

kfc_upsell_2

3c. Upsell in a pop-up

We wanted to keep the existing upsell popup but convert it to be even higher.

The old version of the pop-up informed the user that they could add more products after adding to the basket. What was interesting, the products which were shown in the pop-up were CHEAPER!

In the approach before the redesign, this information was invisible to the user. 

It meant that users were unaware that these products were cheaper!

kfc_upsell_3

3. D. Upsell in the basket

The reasoning behind designing an upsell in the basket was that people initially focused on choosing big products like buckets, meals, and sandwiches and tended to forget about supplementary products. 

Offering little products, such as drinks, sauces, and other add-ons right before the payment was a great way to complete the order.

kfc_upsell_4

The Results

We implemented all these changes on time - within 2.5 months.

Below are the results.

1 month after redesign

  • Revenue: +19.44%
  • Conversion rate: +31.55%
  • Average order value: +1.11%

kfc_results_1

1 year after redesign

  • Revenue: +36.51%
  • Conversion rate: +28.60%
  • Average order value: +6.16%

kfc_results_2

Furthermore, our collaboration with KFC resulted in expanding digital products and services with the new design to the Czech Republic and Hungary.

...

Are you wondering if your product could achieve similar results? Let's talk!

Łukasz Kowalski
Łukasz Kowalski
Nov 09, 2020
7 min read

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