Swiggy orders dropped by 30% in Bangalore
Clarifying Questions
Is this specific to the new users or the same regardless of new/old users?
Both
Is this a sudden/gradual drop?
Gradual across the last three months.
Is it occurring with food, groceries, and dine-out, or all of them?
It occurs with food only.
Is this specific to the type of restaurant?
No
Is the issue occurring for any specific channels, such as web apps or mobile apps, or is it for both?
It is occurring for mobile apps only.
Is it occurring on any particular platform, such as Android, iOS, or both?
Both
Is the issue occurring for any specific user group, or is it constant for all the user groups?
It is common across the user groups.
Sanity Check
Has there been any change in the process of tracking the number of orders, or are there any known issues with the data collection process?
No
Have there been any recent changes or updates within the customer service process?
No
Has there been any significant change or issue with ordering food or the delivery process?
No
Internal Factors
Has there been any issue with the functionality of an app or website?
No
Has there been any change in delivery logistics or in the number of restaurants available in Bangalore?
No
Is there a significant increase in prices or delivery charges?
No
Did we add any new features through which customers can successfully place orders?
No
User Journey
Are we observing a decline in the number of users or visitors of an app, i.e., DAU?
No
Are we observing a decline in several searches for regionally located restaurants or specific dishes?
No, it is observed with all dishes and restaurants.
Is there any increase in the cart abandonment rate during this time?
Yes, the cart abandonment rate has increased because people are not able to apply available offers or coupons to purchased items.
If there are any pricing issues at the checkout time?
Yes, at the checkout time, there are pricing discrepancies in the subtotal; it is not coming right as expected with their order.
External factors
A new competitor entering into the market: No
PR issues: No
Changes in local regulations: No
Is there a city-wide festival where people prefer to eat out? — No
Do any of our competitors offering promotional offers higher than ours to attract customers?
No
Is there any outrage on social media or any negative news published online due to which orders are declining?
No, nothing is negative published online.
Conclusion
It has been observed that in the past 3 months, orders have dropped by 30% of Swiggy due to wrong pricing details in ‘Subtotal’ appearing at the checkout page in the invoice of their orders. This can be due to a lack of information awareness; the following corrections can be made for improvements.
1. Pricing Optimization: Revise the pricing logic implemented on the backend side, and it should be free from errors or bugs. It needs to be carefully scrutinized so that it takes the amount into account as per logic to provide the desired output.
2. Instead of having the total price at checkout, move it over to the cart so customers can see how fees are adding up as they add more items. Make all costs as clear as possible before customers add an item to their cart.
3. Order Cancellation: If the order has been cancelled, then it must also be notified to the customers what amount of the order is being cancelled. Any charges upon cancellation should be properly intimated, and they will be shown in the transaction history in ‘My Orders’.
4. Offers and Promotions: After applying the available offer and coupon, it should be mentioned with the name of the offer and the amount of item discounted in the ‘Cart’ Subtotal, so it should be pre-confirmed before proceeding to pay.
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