Pizza Hut gets tasty insights

Global restaurant chain Pizza Hut has announced a new partnership to optimise customer experience across its digital channels

The Digital Ventures team at Pizza Hut is leveraging Contentsquare’s customer behaviour insights to make meaningful discoveries as to how consumers interact with certain areas of their website.

Since adopting the platform, the team has identified several opportunities to drive experimentation, tailor personalisation, and optimise customer journeys across the Pizza Hut site.

In one instance, Pizza Hut’s Digital Ventures team noticed that customers were not clicking on the individual ‘deal cards’ listed on the site’s popular ‘Our Deals’ page.

Behaviour

Having identified this unusual behaviour through Contentsquare’s zoning analysis tool, the Pizza Hut team recognised that a lack of calls to action might be making these deal cards look unclickable. Using this insight, the team was able to run a series of A/B tests confirming their hypothesis and improving the experience for customers.

Extrapolating on the changes already introduced, Pizza Hut’s Digital Ventures team anticipates an annualised uplift of $7.8 million due to its adoption of the new platform.

Tristan Burns, Global Head of Analytics at Pizza Hut said: “As an international brand with a universally loved product, Pizza Hut has an extremely varied customer base. Given this variety, it’s impossible to rely on demographic data alone, we have to go deeper.”