After a long day at work, the last thing I want to do is cook a meal and do the dishes. My stomach is growling and hangry persona is about to make an appearance. I’m craving something that seems home-cooked. My trusty iPhone can help. Instead of delivering food from restaurants, new apps like Munchery, Sprig, and SpoonRocket allow you to order a meal prepared by a chef. San Francisco based startup Munchery is one of these apps who is attempting to stymie all of our hunger.
Teardown Tuesday: Munchery
In this Teardown Tuesday, I’ll highlight some A/B test ideas which will make it easier for a hangry Munchery user like me to get food into the belly faster! The next three test suggestions are intended to make it easier for a user to navigate the menu and add dishes to checkout.
Opening the app lands me on the daily menu of dishes, a seemingly endless — and tantalizingly delicious — list of entrees, side dishes, desserts and drinks.
Test 1: Add clear navigation for menu items
Munchery should consider adding quick links in their left menu navigation. If a user is looking for dessert, they can simply tap the Dessert section in the slideout menu instead of finding the sweets through scrolling.
Users can make fewer taps and navigate to checkout more quickly by allowing swifter navigation to specific menu items.
Test 2: Add more information to the product listing page
Now I need to pick an item. From the opening product listing page I can add a dish to bag or tap to learn more about it. Right now, Munchery lists the dish name, chef, dish detail, and price.
To entice hungry people to tap and order, they might try bringing star reviews to this page. Providing user reviews on the product listing page will encourage users to purchase an item they might be considering.
Bringing more information to the product listing page will enable users to make quicker decisions on whether they want to purchase an item. If users have all the information they need to make a selection on one page, it could drive higher conversion.
Test 3: Add guiders to product detail page
When I tap a dish, I can see a lot more information about it. If I don’t like that one, or just want to see my other options, I can swipe left or right BUT this is not intuitive.
Many people may not know that they can swipe to browse additional dishes. Muchery could add arrows to the left and right of the dish image to clue us in that more options are a swipe away. The easier it is to browse dishes, the more likely I might add something to my checkout bag.
Making simple visual changes to the product discovery process can create a world of difference when it comes to conversions. The less work the user has to do to see the options they have for dinner, the less likely they will drop out of the conversion funnel. These changes might seem small but lead to big wins.