Zepto Onboarding Case Study
Onboarding teardown of Zepto
Zepto
Zepto is a grocery delivery app that delivers groceries to your home fast in ten minutes.
Value Proposition
- Quick Commerce
- Promotions and Discounts
- Food, drinks, household necessities, and personal hygiene for customers
ICP
ICP 1 | ICP 3 | ICP 1 | |
Lone Ranger | Home Collaborator | Homemaker | |
Name | Tanu | Aziz | Shilpa |
Age | 25 | 29 | 34 |
Location | Mumbai | Hyderabad | Bangalore |
Gender | Female | Male | Female |
Maritial Status | Unmarried | Unmarried | Married |
Job Status | Employed | Employed | Housewife |
Whom does he stay with | Flatmates | Parents | Husband and kids |
Key Responsibility | Meal Plan, Groceries and Managing House hold help | House Hold Chores, Groceries, Cleaning Clothes | Cooking, Cleaning Stocking Essentials (Groceries, Vegetables and Milk), Laundr, Taking Care of Kids Needs |
Usage of free time | Catchup with friends, Watch Movies, Personal Care, Social media | Read, play video games, hang out with friends | Family time, Catchup with friends, Watch Movies, Personal Care |
Most used applications | Instagram, Youtube, Hotstar | Whatsapp, banking apps, Instagram, Slack Cred | |
Social Media Platforms | Instagram, Youtube, Twitter, Facebook | Instagram, Linkedin | |
Tech Savy | High | High | Medium |
Offline/Online Grocery Buying | Online | Offline and Online | Offline and Online |
Grocery Decision Making | Self | Mother | Self |
Monthly Online Groceries Ticket Size | 3000 | 3000 | 4000 |
Online grocery ordering frequency | Twice a week | Once a week | Twice a week |
Pain Point | Grocery Shopping takes a lot of time, Doesnt like visiting 10 Kirana stores to buy things, Keeping grocery shopping in budget | Finding fresh produce, keeping grocery budgets in check, Running for items last minute | Fresh Produce, Timely Delivery |
Onboarding teardown
Zepto Teardown_ManishMinz_Compressed.pdfActivation Metrics
Hypothesis 1
Placing 2 successful orders in a week
Why
Based on my user research, customers made 3 orders of online groceries per week; capturing a higher share of their orders means they are active customers.
Tracking Metrics
No of orders were placed
Frequency of visits per user
Order Value
TAT
Demographics
Hypothesis 2
Searching and finding 95% of items and placing an order in 15 mins
Why
Most people know what they buy, informing us that we constantly meet customer needs.
Tracking Metrics
Stock of searched items
SKU of searched items
Search to order timeframe.
Search intent to add to cart
Search result duration
Brand usage
Category usage
Hypothesis 3
Buying 5 items from deal store in a month
Why
This segment is quite budget-sensitive and active users. If they buy items from Zepto, they would like to ensure they get the best deals and often come to the platform.
Tracking Metrics
No of orders were placed
No deals/promotions are used.
Value of order
Savings of customer
Hypothesis 4
20% percentage growth in monthly order value per user over 3 months
Why
This behavior could be a marker of increased trust from the customer, which would have led to higher platform usage.
Tracking Metrics
No of orders were placed
Monthly order value per customer
Hypothesis 5
5 orders of regular consumable items in 2 weeks
Why
Perishable items are the most bought items and most urgently needed. Zepto would be their go-to app if they use the platform often.
Tracking Metrics
No of orders were placed
Frequency of visits per user
Category of items ordered
Hypothesis 6
Topping up wallet with 1000rs
Why
If they regularly buy from the product, they will keep the money to order instantly from the platform.
Tracking Metrics
No of orders were placed
Frequency of visits per user
Wallet Balance
Usage of Wallet
Hypothesis 7
Bought products from 4 different categories
Why
This information would mean that we are expanding our catalog and meeting the broader needs of our customers.
Tracking Metrics
Frequency of visits per user
Category of items bought
Search items category
Categories that the user is browsing
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