Grubhub is a leader in the food delivery market, but its online B2B presence lagged way behind. At a time when it should have been reaping the benefits of skyrocketing delivery demand, it wasn’t attracting enough new restaurant partners to satisfy consumer appetite. The main culprit: two B2B Web sites that weren’t producing enough qualified leads. The sites were slow, poorly organized, fragmented, and hard to manage. Worst of all, dead ends and disjointed journeys discouraged restaurants from signing up. Our task was combining these two siloed B2B sites into a newly unified, built-from-the-ground-up experience—one that could attract enough new restaurants to fuel Grubhub’s growth ambitions. The site rebuild had three key objectives, and we met them all:
Objective 1: Increase conversion.
Our most important task was increasing the number of marketing qualified leads. Every element of our site design—messaging, creative, content, UX, technology build—was fine-tuned for conversion.
Result:
A 47% year-over-year increase in MQLs.
Objective 2: Increase performance
Grubhub’s existing sites were significantly slower than their competitors—so we had to speed up. Every excess second translated to lost conversion opportunity.
Result
Grubhub’s Lighthouse Performance score jumped from 67 to 91.
Objective 3: Simplify management
Grubhub was hobbled by the fact that content authors had to go through an overburdened Web development team to make content updates.
Result
A new CMS and form-based authoring tool lets content creators publish updates themselves, slashing the time and effort needed to keep the site responsive and fresh.
Before (grey) and After (black):
Sample interactions:
Final design:
