Case Study: Delivery Hero achieves higher conversions and prevents order drops with Optimizely

Online experiments are part of the digital strategy at Delivery Hero

Delivery Hero, the Berlin‑based online takeaway platform operating in 40+ countries, needed a reliable way to continuously improve customer experience and make product decisions at scale. The core challenge was to replace intuition with data-driven insights so teams could test assumptions and avoid changes that might harm order volume across diverse markets.

By rolling out Optimizely and a centralized Program Management system, Delivery Hero ran controlled experiments company‑wide—finding, for example, that removing cash payments reduced orders by 20% while a homepage background video increased conversion by more than 10%. The outcome was company‑wide adoption of experimentation, higher conversion rates, avoided revenue losses from bad changes, and faster, evidence‑based decision making across all subsidiaries.

Delivery Hero

Erin McLaine

Global Head of Conversion Optimization