Marketing Guide User Experience

User Experience Improvements
for Restaurants

As digital presence becomes more important to restaurants, User Experience (UX) becomes a bigger priority. In today’s digital-first business environment, a potential customer’s first impression of a restaurant is probably online. Restaurants need to optimize their web presence for user engagement to remain competitive in local search while driving conversions.

Improve UX by Making Information Easier to Find

The vast majority of users are visiting restaurant sites with their mobile devices. Potential customers
are on-the-go, and they rely on their smartphones for “near me” searches. With the importance of
mobile experience in mind, it’s not enough for restaurant websites to include
the important information; it needs to be easy to find for the user.

“Most users (over 70%) visiting QSR sites are on a mobile device. The site must make it easy for
mobile users to view the menu, find a location and place an online order.”

-Jeff Putnam, Lead, UX at Investis Digital

The Importance of Mobile UX

Given the growing priority of mobile user experience,
it’s important to note the following

74% of visitors

are likely to come back to a site if it has good mobile UX

Digital Intelligence Briefing

53% of mobile users

will leave a site if it doesn’t load within three seconds


Google - Mobile speed

Users are five times

more likely to abandon a site if it has
a poor UX

Google Support

88% of online consumers

are less likely to return to a site after a bad experience


Usability Geek

The Biggest Concerns for Mobile UX for restaurants

NO CALL
TO ACTION

Calls to action (CTAs) are an
absolute prerequisite to driving
online orders and other conversions.
If your restaurant website lacks clear
CTAs, you are missing out on
conversions.

MISSING LOCATION
INFORMATION

Including location information
provides a double benefit.
Location information is crucial
to users and search engines
alike.


DIFFICULTY
ORDERING ONLINE

Friction-free ordering is more
important than ever. COVID-19
caused a clear uptick in online
orders, and any difficulty with
ordering results in lost
conversions.

Improve Website Speed

Website load speed has been a priority for Google since 2010, and it has only become more
important since then. Google wants to serve relevant information to users in the fastest, easiest
way possible, and a slow-loading website disrupts the UX. Google formally announced its mobile
speed score metric in July 2018, and has been providing tools like PageSpeed Insights and
Lighthouse to help webmasters boost the load speed of their sites.

For QSR and fast-casual restaurants, website speed is especially important.

What Website Speed Means for All Restaurants

Load times have a huge impact on restaurant sites since mobile users are especially prone to bouncing if the
page takes too long to load. According to
Google/SOASTA Research, as page load time goes from one second to 10 seconds, a user’s chances of abandoning the site increases by 123%.

For restaurant sites, users maybe even less patient. They may be hungry, on the go, or hurried to make lunch plans on short notice. When it comes to restaurant site load times, every second matters

Google’s Page Experience Update

In May 2020, Google announced an upcoming Page Experience Update to its core algorithm. Google rarely announces a massive core algorithm update publicly, and digital marketers agree it will be consequential. As the name suggests, UX is a major priority in this update.

One important portion of the update involves what it calls Largest Contentful Paint (LCP). LCP looks for the largest loading element on a webpage and determines how long it takes to load. When looking to improve load times, be sure to prioritize the elements below for optimization

Solutions and Results for Digital’s Restaurant Clients

User Experience Solutions

  • Implemented easy-to-find “Order now” Buttons
  • Made location information easy to find
  • Created prominent calls toaction
  • Reduced the number of clicks needed for a conversion
  • Analysed conversion rate depending on site entry points maximised based on research
  • Drove users to location pages at every opportunity

User Experience Results

  • Average time on site By 27%
  • Site page view By 67%

Load time problem solutions

  • Deleted irrelevant code
  • Optimised images for the web
  • Adjusted information on the web server to improve the speed

Load time Result

  • Website traffic By 277%
  • Non-branded impressions By 835%