Simply delicious experiences.

Yemeksepeti uses Adobe Analytics to deliver dynamic experiences to hungry customers across screens.

Company Logo

Established

2001

Daily orders: 250,000
Istanbul, Turkey
www.yemeksepeti.com

15%

Higher overall conversion

Objectives

Deliver quality experiences to every customer

Shorten path to order

 Increase sales

Results

15% Higher overall conversion

Supports mobile-first, data-driven strategies

Improves experiences to encourage loyalty

Streamlines customer experiences


“Adobe Analytics provides all of the data we need to gain meaningful customer insights—from high-level traffic data to granular click behaviours.”

 

Sercan Akkaş
Analytics and Optimisation Manager, Yemeksepeti


Food at your fingertips

Having a fresh meal delivered to your door is as easy as a few clicks or taps with Yemeksepeti. The delivery service fills more than 250,000 orders daily, bringing food from many top family and quick-service restaurants to homes and offices in Turkey. Within the country, Yemeksepeti has more than eight million registered users and its online properties welcome over half a million daily visitors.

The company’s customers are from various segments—office professionals, people at home, students away from home for the first time, and more. Yemeksepeti serves anyone wanting a good meal at a great price. “Our business is built on convenience, quality experiences, and value,” says Sercan Akkaş, Analytics and Optimisation Manager at Yemeksepeti. “We are always working to enhance experiences across screens and devices to make ordering a meal even easier and exceed customer expectations.”

Yemeksepeti wanted to implement features to increase basket sizes. To support this goal, the company’s marketers need to understand which offers customers find most appealing, as well as identify cross-sell and upsell opportunities to boost revenues.

“With the majority of our customers arriving via mobile and expecting to order food right away, we have a very narrow window to engage with them,” says Akkaş. “It also makes it that much more challenging to create value-add opportunities.”

For the Yemeksepeti team, increased value and enhanced customer experiences begin with better data to understand the diverse needs and requirements of customers. Using Adobe Analytics within Adobe Analytics Cloud, the company gains rich insights into traffic, customer behaviours, and navigation that drive digital strategies, better experiences, and offers.”

Data-driven decisions

Yemeksepeti gathers strength from being a data-driven company. Currently, over 70% of orders come from mobile applications, also driving the company to adopt mobile-first digital strategies. Using Adobe Analytics, Yemeksepeti segments traffic, measures how many users click on banners, sees who is coming from paid search, tracks the effectiveness of campaigns, and identifies the level of interest in offers.

“Adobe Analytics provides all of the data we need to gain meaningful customer insights—from high-level traffic data to granular click behaviours,” says Akkaş. “Data drives everything we do, including which channels we invest in and the designs, banners, offers, and other strategies we take.”

One key improvement Yemeksepeti has made globally across properties and apps using Adobe Analytics data was to enhance its search capabilities. Previously, search defaulted to a restaurant name. If a person searched for a dish or type of food, the search bar wouldn’t return any results. By updating the search criteria to include restaurant names, food types, and dishes, conversion increased significantly.

Similarly, if a customer previously searched for a restaurant that did not participate in the service, the site or app did not return results. By using Adobe Analytics to identify commonly searched terms that did not return results, and then incorporating those words into its search algorithm and offering alternatives, Yemeksepeti recaptured otherwise missed sales opportunities. By optimising search results for 300 words using Adobe Analytics reports, the company boosted conversion for those words by 36%.

Information about in-demand restaurants is fed back to the Yemeksepeti sales team so they can engage with potential businesses that could be using its platform. “It’s a powerful sales tool which, through data, helps potential partners see exactly what opportunities they are missing out on,” says Akkaş. “It’s also another way we give customers more of what they want.


“Adobe Analytics helps us eliminate distractions or unnecessary steps to offer a better experience.”

 

Sercan Akkaş
Analytics and Optimisation Manager, Yemeksepeti


Food, even faster

In addition to improving customer experiences by adding or enhancing features, Yemeksepeti makes it easier for customers to quickly get a good meal. The company’s landing page, whether online or in-app, used to have two tabs—one for restaurants and one for types of food.

To test hypotheses by segment, the tab experience was replaced with a single search bar. By using customer data, the company reduced clicks and taps for customers, allowing customers to get the food they want faster. The streamlined experience also reduced bounce rates by 7% among its iOS app customers and by 22% for its Android app shoppers.

“When customers arrive on the sites, they are hungry and don’t want to be distracted from their primary purpose—ordering food,” says Akkaş. “Adobe Analytics helps us eliminate distractions or unnecessary steps to offer a better experience.”

Yemeksepeti is also eliminating confusion within digital experiences. The company decided to launch a new wallet feature, enabling customers to purchase credits and make ordering food faster and easier. Once launched, customers assumed they needed to purchase credits before buying food and first-time order rates dropped by 4%.

Adobe Analytics quickly revealed the telling drop in first-time orders, helping Yemeksepeti to rapidly change course. Now, the company only shows the wallet feature to customers that have previously placed an order since they are familiar with the order process. New positioning also makes it clear that customers can pre-purchase credits hassle-free, without impacting conversion or first-time order rates.

At checkout, Yemeksepeti also makes it easier for customers to add desserts and beverages to an order. Using customer click behaviour intelligence, the company updated its cart experience to replace its upsell module with text in the final checkout screen, achieving a 6% add rate.


“Our new gamification plan is revolutionary within the industry, taking us into new territory. To create the best experiences, we’ll continue with our same data-driven approach with the help of Adobe Analytics insights.”

 

Sercan Akkaş
Analytics and Optimisation Manager, Yemeksepeti


A growing appetite

Yemeksepeti has consistently grown 50% year over year and has no intention of slowing down. “Customers are already highly motivated when they arrive on site,” says Akkaş. “Adobe Analytics helps us to get the most out of every interaction and helps increase our overall conversion rate up to 15%.”

Moving forward, Adobe Analytics will help with the company’s gamification plan. Using data collected with Adobe Analytics, the company can track and reward its most loyal customers for each restaurant. Through the new strategy, Yemeksepeti will also transform its top customers into promoters, helping to grow its customer base.

“Our new gamification plan is revolutionary within the industry, taking us into new territory,” says Akkaş. “To create the best experiences, we’ll continue with our same data-driven approach with the help of Adobe Analytics insights.”

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