Enhancing User Engagement through Continuous Product Optimization for an eCommerce Food Delivery Platform

The client faces challenges in increasing user engagement and conversion rates within a competitive food delivery market. Specifically, they need to optimize the onboarding experience, expand payment options, and improve platform features to attract and retain more subscribers while maintaining compliance with industry standards.

A mid-to-large scale online food delivery platform aiming to increase customer acquisition, retention, and revenue through continuous platform improvements and data-driven decision making.

• Streamline the user signup journey to improve conversion rates.
• Implement an expanded and compliant payment processing system including options such as Apple Pay, PayPal, and Checkout.com.
• Upgrade and integrate the content management system for platform features like the recipe or cookbook offering.
• Establish a system for ongoing A/B testing to validate meaningful feature changes.
• Cultivate a collaborative, data-driven approach across all teams to promote rapid innovation.
• Achieve measurable quarterly improvements in key metrics such as new subscriber sign-ups, conversion uplift, and reduction in cost-per-acquisition.
• Maintain high system performance, security, and scalability standards aligned with industry best practices.

• Streamlined and flexible signup flow with A/B testing capabilities.
• A comprehensive, expandable payment integration system supporting multiple providers and compliance standards.
• An upgraded content management architecture to support dynamic content (e.g., recipes, offers) with seamless third-party content stack integrations.
• A data collection and analytics system enabling continuous A/B testing and feature impact measurement.
• Collaboration tools and dashboards to facilitate cross-team ideation, testing, and implementation.

• Payment gateways such as PayPal, Apple Pay, Checkout.com
• Content management systems for dynamic content delivery
• Analytics and A/B testing platforms
• Third-party compliance and security services

• High scalability to support increasing user base and seasonal traffic spikes
• Reliable system uptime with 99.9% availability metrics
• Fast page load times ensuring a positive user experience
• Strong security protocols complying with industry standards and PDS2 (Payment Data Security) regulations
• Data privacy and GDPR compliance

By implementing continuous product optimization, the project aims to increase new subscriber sign-ups, improve signup conversion rates, and reduce customer acquisition costs through targeted A/B testing and feature enhancements. Expected quarterly results include a measurable uplift in user acquisition metrics, a decrease in marketing CPA, and an improvement in overall customer engagement and retention, leading to increased revenue and market competitiveness.