How Pizza Hut made $7.8 million from understanding shoppers
The Pizza Hut Digital Ventures team noticed customers on their highly-visited ‘Our Deals’ page weren’t clicking on the deal cards, but they couldn’t understand why.
Pizza Hut ran a couple of experiments and watched how shoppers interacted with the page. Shoppers were not clicking the deal cards due to a lack of a CTA (call-to-action). As a result, there were numerous dead clicks. After Pizza Hut added a CTA, their sales boosted in $7.8 million.