Turning high-intent visits into applications and business leads

Turning high-intent visits into applications and business leads

The work ranged from rebuilding Dodo Pizza’s hiring experience to simplifying B2B acquisition journeys — with the same underlying problem: make the decision easier without hiding the information people need.

The work ranged from rebuilding Dodo Pizza’s hiring experience to simplifying B2B acquisition journeys — with the same underlying problem: make the decision easier without hiding the information people need.

Product

Acquisition and conversion websites

Scale

Multi-market restaurant business

Role

Product design, research, prototyping, experimentation and QA

Team

PMs, researchers, HR and commercial teams, front-end developers

B2B ordering, without the usual B2B website

B2B ordering, without the usual B2B website

Dodo had two core offers for business customers: gift certificates and large corporate orders. Instead of building a conventional B2B site with separate product pages, I put both paths directly on the first screen.

Dodo had two core offers for business customers: gift certificates and large corporate orders. Instead of building a conventional B2B site with separate product pages, I put both paths directly on the first screen.

×5.8

Revenue per paying customer

+66%

Certificate orders

12.5

New customers per certificate order

×2.1

Order conversion

page shipped along with the redesigned B2B dashboard & certificates, contributing to growth across the business channel

Two intents,
one screen

The audience already arrived with a concrete need. The page simply asks which one: buy certificates or place a large order. Each offer gets its own proposition, benefits and direct action — without an extra navigation layer.

Nothing to browse
for the sake of browsing

The rest of the page is deliberately sparse: credibility, essential details and an FAQ for edge cases. If someone understands the offer from the first screen, there is very little reason to keep them reading.

Turning restaurant hiring into a clearer decision

Turning restaurant hiring into a clearer decision

Understaffed restaurants were losing orders while overtime costs increased. At the same time, the hiring site made candidates work surprisingly hard to answer basic questions: where can I work, what will I earn, and how quickly can I apply?

Understaffed restaurants were losing orders while overtime costs increased. At the same time, the hiring site made candidates work surprisingly hard to answer basic questions: where can I work, what will I earn, and how quickly can I apply?

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Evidence

Research with recent hires repeatedly surfaced three priorities: location, pay and a quick application. The existing experience obscured all three behind additional pages and a multi-step form.

Decision

Rebuilt the journey around those questions: nearby vacancies first, salary directly on role cards, concise benefits and a single-page application with only essential fields.

Trade-off

Pay ranges, benefits and legal language varied between markets, so the page was built from removable and configurable blocks rather than one fixed experience.

Location before job titles

Candidates often knew where they wanted to work before they knew which restaurant role suited them. Nearby vacancies became the primary way into role discovery.

Candidates often knew where they wanted to work before they knew which restaurant role suited them. Nearby vacancies became the primary way into role discovery.

Pay without digging

Moved salary ranges onto vacancy cards and introduced an earnings calculator so candidates could understand compensation before committing to an application.

Moved salary ranges onto vacancy cards and introduced an earnings calculator so candidates could understand compensation before committing to an application.

One page to apply

Replaced the multi-step application with a short single-page form, progressive validation and the minimum required information.

Replaced the multi-step application with a short single-page form, progressive validation and the minimum required information.

+127%

Visitor → application conversion

+40%

Visitor → employee conversion

63.8%

Pizzerias properly staffed

21-day 50/50 A/B test in major cities. Staffing reached 63.8% against a 38% target.

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