Little Caesars Pizza + UserTesting

Little Caesars’ UX and Analytics leadership were aware of the organization’s high abandoned cart numbers. They conducted a series of unmoderated tests with UserTesting to determine the underlying reasons. These tests primarily focused on the checkout process on mobile devices. The results of those tests identified several key insights that helped to improve the overall user experience on both the mobile and desktop versions. 

According to Erica Olson, Lead UX, “Within hours, we had answers! The tests revealed that our current checkout process was not intuitive enough, leading to confusion for users who thought they were signing up for an account, and struggled with entering payment information. To address these issues, we redesigned the checkout process to make it more user-friendly and ensure that users are clear on how to enter their payment information.”

Additionally, Little Caesars’ tests uncovered insight related to their question about physical limitations during the checkout process. Testers were confused by the question and some found it strange to be asked. However, this question is critical to ensuring that anyone with a reach restriction can still use the Pizza Portals while picking up their pizza from a store. To address this confusion, they provided additional context around the question, explaining why they ask it and how it benefits the customers.

The redesign of the Little Caesars checkout experience, informed by human insight, yielded impressive results. Following the updates, a majority of test participants reported that the speed of the checkout process exceeded their expectations.

The average checkout time decreased, resulting in a more efficient and streamlined experience for users. Likewise, Net Promoter Score (NPS) increased, indicating a significant boost in customer loyalty and advocacy.

Little Caesars accomplished far more than their primary objective of reducing cart abandonments. The team also registered a significant increase in weekly order count over a two-month period and constructed a new custom pizza builder on the website, with designs based on UserTesting feedback.