Baking the Perfect Pie: One Way Domino’s Pizza Can Win and Keep More Customers

A couple of weeks ago, we wrote about Domino’s Pizza’s ambitious digital strategy and how, despite some effective and innovative elements, the whole user experience was bogged down by a lengthy and awkward registration process.

We’re in the business of fixing broken registration and authentication systems while helping brands get the most from the customer data they collect. So, we’d like to take this opportunity to humbly offer our suggestion for how the good folks at Domino’s might transform the user experience on their web and mobile properties into something that makes them oven-ready competitors in a very crowded kitchen.

Example Pizza Login Screen by Gigya

What’s Wrong?

Before we jump into the details of designing a better registration flow, let’s remember what every person comes to or the Domino’s mobile app for in the first place: pizza. Everything else that happens during this transaction, from the customer’s point of view, is a secondary process that only gets in the way of the cheesy goodness they crave.

Bearing this in mind, let’s look at how the Domino’s registration/payment/order process looks currently:

Current registration process: tap, typing, tap, more typing, pizza finally, even more typing

There couldn’t be a more straightforward value-exchange proposition. “Give us some information. Get yummy food fast.” Yet, at the moment, this simple equation is getting lost in a profiling flow that feels more like applying for a loan than tucking into your favorite comfort food. Every visitor looking to feed their fix for the perfect pie must work their way through five distinct steps, most requiring extensive tapping and typing, before they even begin to do what they came for: order pizza. It goes without saying that the situation is only exacerbated for mobile users.

How many times do hangry users turn away from this process in search of a faster and easier solution? We don’t have the answer, but the general consensus is that the percentage of shoppers abandoning their shopping carts across eCommerce as a whole currently sits at a whopping 74%.

Now, if you’re in marketing or advertising, you may be saying to yourself: “but the information that Domino’s collects during this process is valuable, and worth asking users to spend a little time entering.” What may not be immediately obvious is that there are options for gathering this admittedly valuable data without causing customers to experience fatigue, frustration and, yes, frequent abandonment. In short, there is a better way.

A Better Recipe

Let’s try a new flow for registration that makes the the customer’s objective — procuring delicious pizza — the absolute top priority.

Suggested registration process: tap, tap, pizza now, tap, finally typing but the objective is already achieved

In this version, our customer is literally building his pizza within three clicks, on any type of device, since we’ve given him the option of logging in with existing social credentials. It’s only after he gets what he came for that data entry of any kind is required.

Interestingly, this new flow actually provides Domino’s with more information than their current process, since including a social login option can provide data points such as likes, preferences, friends and more. As for capturing data that Domino’s requires to complete a user profile, such as a phone number, why not include those fields in the actual order form, where the customer is the most motivated? After all, nobody wants to miss out on their scrumptious vittles because they couldn’t be reached!

The Bottom Line?

This customer has discovered a quick and uncluttered path to what he wants, will likely be back for more, and is likely to share his great experience with friends. For their part, Domino’s has captured valuable data that can help them personalize that customer’s experience when he does return.

Speaking of valuable data, why stop at the initial registration process when profiling customers? Each time a pizza-loving customer returns and logs in, there are new opportunities to optimize their experience. By learning about their preferred toppings, cheese preference, typical size preference and more, Domino’s can simultaneously streamline the order experience and customize marketing messages for that individual, opening the door for further engagement opportunities such as gamified promotions and loyalty programs that drive even more revenue, even as they solidify the brand/customer relationship.

So, to the smart people behind Domino’s digital strategy, we have one question: What are you waiting for? There is a massive opportunity to grow a bigger and more loyal base of hungry customers, and the technology and knowledge needed to get there is readily available.

Download our data sheet to learn more about Gigya’s industry-leading Registration-as-a-Service (RaaS) solution.

By David Kerin