Domino’s reheating mobile strategy following "embarrassing conversions"

Domino’s is ploughing money into a responsive mobile site after “embarrassing” conversion rates have forced the pizza brand to reassess its ‘everything, everywhere’ purchasing push.

The brand is cooking up a different mobile marketing strategy after poor conversions have stunted online sales.

Under half (44%) of Domino’s orders came through a mobile device in 2014, which the brand says are not enough. A more convenient way of placing orders across all devices will be instilled into the company’s “convenience-first” strategy to boost sales.

Simon Wallis, sales and marketing director for Domino’s UK and Ireland, said it was “doubling down” on the mobile site after focusing primarily on the more profitable desktop version.

Tweaks to the brands’ mobile site come as changes to Google’s algorithm – which come into effect today (April 21) – shake up marketing, meaning that publishers the search engine deem mobile-friendly will be bumped up in the search rankings.

“The conversion rates we’re seeing on our mobile web site are nothing short of embarrassing,” admitted Wallis.

“The thing about mobile is we certainly underestimated how much development work it would really require and also how complex a job it was.”

Wallis’ comments contrast the company’s pioneering mobile image, as Domino’s seeks to unite the customer-facing aspects with its back of house operational platforms.

Wallis said: “We have a huge amount to do to try and understand the relationship of those people who shop via an app and how their digital journey drives that app purchase. We tend to look at it as if there’s an app world that exists on its own.

“As a consequence we perhaps don’t know as much about how people are shopping, researching and browsing online pre-purchase that can help further shape and optimise our digital marketing spend.”