Cómo Costa Coffee aumentó sus registros un 15% con UXCam
Costa Coffee es una marca británica multinacional de café. Es la segunda cadena de cafeterías más grande del mundo y la más grande del Reino Unido. Su adquisición por Coca-Cola en 2019 la convirtió en una marca verdaderamente global, con presencia en 41 países.
> 1M de instalaciones
en Google Play Store
30% de abandonos
durante el flujo de registro de la app
15% de abandonos
atribuidos a contraseñas inválidas
El reto
Costa Coffee's loyalty program is a revenue engine. Customers who register through the app spend 173% more per year than non-registered users. But the funnel had a leak.
Over a six-month analysis period, the team discovered that 30% of new app users dropped offbetween downloading the app and completing loyalty registration. That translated to thousands of lost customers every single week, each one worth 2.7x in annual revenue compared to an unregistered user.
Even though the team had already reached that conclusion by using a traditional analytics tool, the numbers alone did not explain the underlying user behavior that led to user drop-offs. This made Costa seek a complete analytics solution that would provide answers into why this was happening.
Because of UXCam, we can get really granular and understand the exact reasons behind why users are dropping off during the sign-up process.
La solución
Daniel, Costa’s Global Digital Analytics Manager, found UXCam to be the comprehensive platform that would let the team move on from vanity metrics. He quickly started to identify the main issues so that the team could take steps to resolve them.
With UXCam, he tracked custom events for all of the critical registration metrics. When he added funnels, Daniel was able to paint a complete picture of the way users sign up for the Costa Coffee app.
This combination of custom events and funnels led to the single biggest bottleneck: About 15% of new users dropped off after entering invalid passwords.
Daniel then set up more events for each type of invalid password reason and researched the session recordings associated with these events. Having found some interesting patterns, the Analytics team proposed design changes that would revamp the affected section of the app.
If something goes wrong within the app, UXCam is the first port of call to understand what's going on. Playing a key role across multiple teams, UXCam is now an integral part of the launch and live ops strategy.
¿Qué sigue?
The Analytics team narrowed down the single biggest reason behind user drop-offs. With this in mind, Costa Coffee is currently overhauling its registration process while continuously looking for new analytics insights.
Costa Coffee has a big year ahead with some major app features going live. UXCam is playing a key role across multiple teams and is now an integral part of the company’s launch and live ops strategy.
I understand the value that UXCam brings across the board, and now I am getting other teams at Costa Coffee to try it out along with us.