EatFive - Restaurant Management System
A structured testing programme on a checkout that had never been measured.
Project Information
- Category :
- Optimisation
- Client :
- Salt & Stone
- Services :
- CRO, Analytics, Front-End
- Year :
- 2025
Project Challenges
Traffic was healthy and growing; conversion had been flat for two years and nobody knew where the drop-off was.
Every project comes with its own set of constraints. We treat each as something to design around rather than apologise for, and we say early which ones will cost time or money to solve.
- High competition – Ranking for valuable terms in a crowded market takes sustained work.
- Large catalogues – Optimising thousands of pages needs systems, not manual effort.
- Duplicate content – Near-identical descriptions across pages dilute every one of them.
- Site speed – Load time affects both rankings and whether people stay.
- Site architecture – Poor navigation makes crawling and indexing unreliable.
Project Results
We instrumented the funnel properly first, which made the two real problems obvious, then tested fixes rather than redesigning on instinct.
- Checkout completion
- +37%
- Mobile conversion
- +52%
- Average order value
- +11%
Project Summary
Most of the gain came from two changes. The rest of the roadmap was cancelled once the data showed it would not pay.
A structured testing programme on a checkout that had never been measured.