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How to transform web traffic into footfall for your restaurant.

Did you know that the food business is the ‘most searched for’ industry on smartphones? Are you leveraging the latest digital trends to attract new customers to your restaurant? Digital Zest can help you to unlock the power of personalisation, develop an unbeatable user experience (UX) and prepare your business for mobile to make the most of the huge opportunity out there.
95% of restaurateurs agree that restaurant technology improves their business efficiency – here are four of the best ways for you to join their ranks, make the most of web traffic and add massive value to your operation:

1. Work on your conversion rate optimisation (CRO).

Everyone wants to build a nice looking, easy to use, informative website. Of course, you want to attract potential customers there too. But it’s a waste of time, money and effort if you don’t attempt to optimise your ‘conversion rate’ – the number of people who come across your site who then go on to actually book, or order food. So, how to generate more interest and get people clicking through? There are a number of options on the table: statistics show that ‘landing pages’ (specifically designed pages for individual topics, like ‘booking’ or ‘menu’) boost engagement and clickthrough rates massively. They also make it clear and easy what to do, and where the relevant information is – there’s no rooting around on little side menus, or clicking through four or five links to get there. With more and more people searching for where they’re going to eat every day (and 85% of them using local searches), if you’re not thinking about how best to funnel some of that traffic into booking at your restaurant – you’re missing out on a lot of potential customers.

2. Show, don’t tell.

Did you know that companies that develop personalised, engaging content have more than 7.8x the engagement of other comparable businesses? If there’s something the countless studies and reports on digital marketing, particularly in the restaurant business, have shown, it’s that people respond to video and images far more favourably than just text. Eating is a sensory experience. So having an evocative, aesthetically pleasing visual feast (whether that’s with a high-quality gallery, embedded video or otherwise) is a surefire way to convince potential customers you’re worth a try. A way to amplify this kind of strategy is to take the virtual tour? Digital Zest can help map the interior of your restaurant and easily embed this ‘virtual restaurant’ on your site (even on mobile). Potential customers can then explore the decor, ambience and interior to their heart’s content. The trend towards personalised content is enormous, and providing something as powerful and cost-effective as this is a great way to differentiate yourself from the competition. Digital marketing strategies using simple video grow revenue twice as fast as those that don’t – think about the edge a
fully personalised, interactive tour could give you and your business.

3. Build an unbeatable user experience.

You’ve probably heard the term ‘UX’ bandied around a lot in recent years. But what exactly does it mean? Turns out, providing a second to none ‘user experience’ has been proven time and time again to be one of the most powerful digital marketing strategies for transforming traffic into revenue. How can you apply this to your restaurant website? How about integrating large ‘call to actions’ (for example, a ‘book now’ or ‘reserve a table’ button, clearly distinguished from the body text)? 73% of restaurant diners say technology improves their experience. You can take advantage of that trend, and implement features like ‘tap to call’ on your site. As more and more people browse online (upwards of 8 out of 10 potential customers), you want to make it as easy as possible for them to get in touch with you, and book in. Once you’ve shown them what you menu looks like in full, mouth-watering HD, given them a personal tour around the interior, and provided them all the information they need on clearly defined landing pages, it’s the next logical step to make the best use of their attention and impulses, letting them simply press a button to make that reservation. You could also explore full online booking – whatever works for you and your business. What’s most important is keeping the user in mind at all times.

4. Get mobile.

Your website’s functionality on a mobile is key to attracting customers: 40% of users will abandon web pages completely if they don’t load quickly enough. That means you’ve only got a few seconds to have your website buffered, fully rendered and functional. As we mentioned, more and more people are searching for food options with their smartphone – optimising mobile is key. One of the potential customers most critical requirements in the food industry is menu availability – over 80% think it’s important to take a look at the options before they’d even consider booking. So make it obvious how to see your menu, don’t make it hard to download or an incompatible file type – you’ve got to think about who’s trying to read it and what device they’re on.
So, those are four proven strategies that could help your restaurant business grow, and keep serving tasty food to an ever-expanding group of happy customers. Digital Zest combines local expertise around the North Yorkshire/Humberside area with cutting-edge expertise of the latest technological trends: so whether it’s an update to your site or a complete digital marketing strategy, we can help.
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