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 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.