Despite launching in 2012, kfcdelivery.com remains relatively unknown to consumers due to the lack of awareness. Those that have used the online delivery website have had an unfriendly experience with it, due to its poor UI and UX as well as being non-mobile responsive.
THE CHALLENGE
In order to have a more efficient and streamlined ordering experience for their consumers, KFC wanted to shift the purchasing behaviour from calling in to placing their orders online. The fast food brand however had two websites; one to house their corporate content, and the other, an e-commerce platform. Besides unoptimised UI/UX, kfcdelivery.com also made it mandatory for users to register an account before making a purchase. There have also been numerous occasions wherein the users were unable to order online delivery because their location cannot be found, even though it is included in KFC's delivery coverage area.
ONGOING ENHANCEMENT
By using site and data analytics, we began to understand and identify friction points, gaining necessary insights about the website. This includes:
This gave KFC valuable marketing intelligence in order to streamline their media buying strategy to optimise acquisition rates and receive higher ROI.
