About Domino’s
Domino’s is the UK and Ireland’s leading pizza delivery brand, with more than 1,400 stores across the UK and Republic of Ireland today.
For a business built around digital ordering, the experience needs to work consistently regardless of the device or browser a customer uses.
The challenge
Domino’s could see a clear difference in its analytics: iOS customers were converting at a lower rate than Android users on the same website.
What the data could not explain was why.
Was there something specifically wrong on Apple devices? Was it a browser problem? Or was the difference caused by customer behaviour rather than technology?
Before investing in the wrong fix, Domino’s needed to isolate the cause and understand exactly what iOS customers were experiencing differently.
Our solution
Digivante built a device-focused testing programme weighted towards iOS, with Android tested in parallel for direct comparison.
Testing covered:
- 32 mobile devices: 16 Apple and 16 Android phones
- Cross-browser coverage: Including Safari, Chrome, Edge, and mobile browser variants
- Menu browsing: Checking how customers found and selected products
- Product customisation: Testing interactions involved in building an order
- Basket and checkout: Following conversion-critical steps towards purchase
- Payments and offers: Testing payment journeys and offer redemption
Running the same journeys across both operating systems helped Digivante distinguish general ecommerce issues from problems specifically affecting iOS customers.
The results
Testing identified 72 exploratory findings across the mobile ordering experience.
Of those, 13 were device-specific, with issues disproportionately affecting iOS users at important points in the ordering journey.
Six were classified as high-severity conversion issues, including journey blockers, checkout interruptions, and mobile interaction failures with a direct route to lost orders.
Once the iOS-specific defects were fixed, the conversion gap between iOS and Android closed.
That gave Domino’s a particularly clear result. The difference visible in analytics was not simply behavioural or seasonal. Testing had identified specific, fixable technical problems behind it.
32
mobile devices tested
13
device-specific issues identified
6
high-severity conversion issues
The takeaway
Analytics can tell you where performance differs. It cannot always tell you why.
Domino’s knew iOS users were converting less often, but it took comparative testing across real Apple and Android devices to isolate the technical issues behind that gap.
Once those defects were fixed, the difference in conversion disappeared.
For ecommerce teams seeing unexplained performance differences between devices, browsers, or operating systems, the answer may not be another marketing change. Sometimes the customer journey itself is behaving differently.
FAQs
Why did Domino’s bring in Digivante?
Domino’s had identified a lower conversion rate among iOS users compared with Android users on the same website. Digivante was brought in to determine whether device or browser-specific issues were contributing to the difference.
How did Digivante test the Domino’s mobile ordering journey?
Testing covered 16 Apple and 16 Android devices, with iOS given particular focus and Android used as a direct comparison. Testers also covered different mobile browsers and key journeys including menu browsing, customisation, basket, checkout, payment, and offer redemption.
What did the testing find?
Digivante identified 72 exploratory findings, including 13 device-specific issues. Six were classified as high-severity conversion issues affecting important parts of the ordering journey.
What happened after the iOS issues were fixed?
The conversion gap between iOS and Android users closed, confirming that device-specific technical problems had contributed to the difference Domino’s was seeing in its analytics.
