A great website can help measurably increase a franchise restaurant’s bottom line. We are used to looking at standard set of statistics to evaluate websites: numbers of visitors, time spent on site, bounce rate, number of pages visited etc. While these stats are certainly telling, they can often be misleading measures of success.
From our experience in designing and developing websites for a number of restaurant chains, we’ve compiled the top 5 key performance indicators that we measure as we look at statistics for restaurant websites. Some of these, like total dollar amount per online order, require additional integrations through Google Tag Manager, they are well worth the investment as they give us a much deeper understanding of our audience and how our site is impacting our real bottom line.
We have a deeper dive on best practices for each of our top KPIs, but here’s a good primer on how to look at these statistics and why they matter.
01 Get Directions Clicks
It is important to tag any button on the website that allows the user to get directions to your restaurant. Clicking a map to get directions is a clear indicator of visit intent. The majority of these clicks will happen on a mobile device so it is critical that your maps and directions are mobile optimized on your website.
02 Join Mailing List
Email has the highest engagement rate of any marketing communication tool with an average of a 20% open rate (site source). Emails are a fantastic way for restaurants to tell their story, elevate their brand, and encourage incremental sales through limited time offers and promotions. Your Join Mailing List button should be in your navigation menu and designed in a way to highlight it in comparison to the other navigation buttons. We see a lot of mobile sites with the “Join Mailing List” button hidden inside of the off-canvas menu. While this is a more streamlined approach, we’ve seen a 30% uptick in mailing list joins on our restaurant websites when the button is always visible on the header.
“We developed automation systems to save a profound amount of time managing data input at the local franchise level.”
Catering is a fantastic way to increase same stores sales without having to increase overhead. Imagine having an added 10% revenue in store before you even serve one customer in your physical location. Times have changed from when you had to have a full time catering sales manager to help spread the word about your program. We advise having callouts for catering throughout your website – this includes your food menu page, navigation menu, and callouts throughout all your other highly trafficked pages.