“We Took Peoples Choice And The Number Of Orders Increased Dramatically”: The Experiences Of Service Express Lunch “Hunger”

Director of marketing services for Express delivery of meals the “Hunger” Timurmalik of Elmuradov wrote vc.ru the column, which told how their app increased sales by reducing choice in the daily menu. In January 2016, when the application was still under layouts, we planned that menu there will be five positions. Hot soup, salad, Burger, drink.

To deliver even more options seemed appealing, but absolutely not fit into our model, where the emphasis is on the concept of “order in one click”. A month later we decided to reduce the choice to three positions, combining several dishes in one lunch. This was done because from the point of view of logistics to fully cover the shipping for each item was problematic. Paying tribute to modern trends, we decided to add another lunch – diet, aka low-calorie. Two months later, we refused from the first burgers and then drinks.

Every time we removed something from the menu, the number of orders increased by 12-19%. By September 2016, all our menu was reduced to two Lunches. Classic and diet. In January 2017, we removed the dietary set and increased by 23%, rising to over 200 the number of Lunches per day.

In sociology this is called the paradox of limited choice. For the first time about it have started talking in the middle of the 20th century, when the American economist Kenneth Joseph arrow published his impossibility theorem of social choice. Arrow wrote that it is almost impossible to unite individual preferences of different people and get a result that would fully meet the interests of these people and were not contrary to logic. In the early 21st century by the American sociologist Barry Schwartz in “the Paradox of choice. Why “more” means “less than”?” complements this idea in modern economic conditions and came to the conclusion that the successful are those solutions which suggest to the consumer the almost complete lack of choice or limited choice between similar alternatives.

In the future, a number of psychologists, economists and sociologists published work, the essence of which boiled down to the assertion that sometimes “less is better”. Even held a special experiments, such as those that were with jam and chocolate. And there and then it turned out that for the same quality of product, the consumers make a choice in favor of those stands, where are offered a limited choice. It was then revealed that a large selection leads to excessive cognitive load, with the result that the person is lost, and the feeling of risk increases dramatically.

One of the first in mobile began to use the Dating services. Tinder, Match, OkCupid show the user only those in the immediate vicinity. If before partner could look for it around the world, or at least in the country, now in the same Tinder user limit of 160 kilometers.

As a result, the probability of finding the right person is growing up — “less is more”. Some authors do believe that an overly large selection led to the fact that people began to build a family in a much later age than in the days of their parents — modern Millennials are afraid to make a mistake and prefer to postpone the decision for later. Tinder has made a bid for it and succeeded. Another example is Uber, which just offered a taxi ride with a lack of almost any options, making him more attractive to traditional taxi services, but also other online services.

The author of the screenshot, at the research center Human Factor International, a specialist in UX Ankush Samant indicates that when you exit the airport immediately opened Uber and Ola. In both applications close it was enough of cars, too, prices were the same, but the author has made a choice in favor of Uber. According to him, he at that moment just needed to get home from the airport, and the interface Ola proposals, “micro”, “mini”, “share” and other options scared him off. So Uber received customer and Ola — denial of application.

When ordering in our application there is no “abandoned carts”, leads, calls, and other “hooks” – we do not want to expose the users therapy big choice. However, we understand it immediately and at first tried to move toward the extended menu — added fruit drinks, pancakes, burgers, vegan, Lenten Lunches and so on. At the same time varied and the statistics of failures in the application when a flat growth rate of new users — the lighter had a choice, the less people left the app without buying anything.

At one time we thought that the failures are due to dishes. For example, we noticed that the meatballs with mashed potatoes are more willing to buy than the couscous with chicken in coconut sauce. Of course, the product provides a certain percentage, but the bulk of the failures were in those weeks when we have the menu had a great choice, even though it was the most popular dishes. Similarly, sometimes you just need to quickly get from point a to point B, people sometimes just need to eat.

Not flipping the pages with a menu to sort through reviews and combination of side dishes. In such a situation a limited selection saves time for that and made the basic rate. Lunch time in many companies is limited, and there are times when it does not. Here, it would seem, have found a solution for any business – just to remove the excess of the position limit range, put the user before the fact, and forward.

In fact, no. If in the case of taxis, lunch on Board of the aircraft or delivery of the lunch you can still leave the menu just a couple of positions and get satisfied consumers, in the case of a Shoe store or construction materials such trick will not work. And its obvious. Another question, how often do you buy shoes or screwdriver through the app on your phone?.

However, this paradox can be used in Lunches or taxi. Take a pizza – many do not know, but the options are pizza, there are a few thousand, and when ordering, choose the one that contains the familiar ingredients of the classic. Just as there are people who need a car with a child seat, and the smaller they do not agree, and then there are people who if eating pizza, only conditionally, with jalapeno peppers. But they are the exception, and a greater percentage of falls in those who agree on just a good car or a delicious and hot pizza — but only on the condition that they serve and bring the here and now. If you dig deeper, then you can look at the grocery ecommerce.

In a situation when people need milk for coffee, and store away or already closed, it doesnt matter that much, 11% fat or 11.5 percent — would be fresh and tasty, and only. So there is the average position of the “Milk” that would look great in the framework of paradox and would be delivered over the same 8 minutes. Example — Getir Turkish application, which one of the authors is the founder of “Yandex” Arkady Volozh, where animal feed or diaper only comes down to the question of the weight and volume of packaging. One manufacturer, one click, a few minutes of delivery.

Everything that makes Uber, only instead of the taxi shaving cream, batteries, dog food and other necessities. Toilet paper, the range of which on the shelf in the supermarket may take a few metres, the application turns into a tiny pixel. In the end, the client always remains at least a top pick. Or use the service or not.

This means to tip it to its side, you must meet expected service levels. If you bring every day a new, but still one type of lunch, let it be delicious, fresh, healthy and hearty lunch. If the application only one type of taxi, let the driver arrives consistently on time, clean car and dapper. Only under this condition can be somewhere to grow and to do something. Send a private cases, in which you managed to improve (or, conversely, worsen) the performance of the project, [email protected]

Interesting experiments are sure to get heading Growth Hacks.

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