When people in Turkey are hungry, they call Yemeksepeti, Turkey’s service that takes and delivers more than 200,000 food orders a day on behalf of family and quick-service restaurants. With almost eight million registered users and a half a million daily visits to its online properties, the company understandably wants to make sure customers can easily find and order the food they want through its online properties.
To deliver exceptional customer experiences on its websites and mobile apps, Yemeksepeti needed to deeply understand its customers. The company turned to Adobe Analytics, a solution within Adobe Analytics Cloud, for these insights. With Adobe Analytics, Yemeksepeti can look at visitor behavior on its online properties, including clicks on banners, navigation through its website or apps, and even the search terms customers use while looking for a restaurant or food. This data allows the company to pinpoint areas for improvement, evaluate the effectiveness of features, and even encourage customers to add more items to their shopping basket.
Taking this data-driven approach has yielded noteworthy wins for the company. For example, it increased conversion rates by identifying top searched-for restaurants that were not in their system and delivering alternatives. The company even doubled down on this search information, using it as sales proof to encourage those restaurants to partner with the company.
Yemeksepeti also used Analytics to quickly discover that a new feature was causing first-time order rates to drop by 4 percent, allowing the company to quickly remedy the issue. And by presenting add-on items such as beverages and desserts in just the right way at checkout, the company achieved a 6 percent add rate.
Sercan Akkaş, Analytics and Optimization Manager, Yemeksepeti says, “Adobe Analytics provides all of the data we need to gain meaningful customer insights—from high-level traffic data to granular click behaviors.” Leveraging these insights, along with the company’s innovative approach toward improving the customer experience, likely explains the company’s consistent 50 percent year-on-year growth.