The global pandemic has required restaurants to adapt quickly and embrace technology at a far quicker rate in order to stay ahead and meet customer needs. This year we've seen significant changes in meal ordering habits of consumers. Online booking is now essential and has caused many more customers to turn online, where CX is the new battleground.
With 60% of online ordering coming through mobile, and with a large increase in delivery and pickup services, it has never been more important for restaurants to understand how their digital and mobile customers are engaging with their brand.
This article will cover 3 common digital challenges facing restaurant / delivery brands, and how to address them by leveraging digital insights to improve Customer Experience and drive conversion.
Challenge 1: Most restaurants lack data
Many restaurant brands do not have regular access to customer level purchase behaviour or the right digital analytical tools to track online metrics such as clicks, page views and conversions. Having access to this data is essential for improving customer service, building loyalty and developing bespoke marketing campaigns to drive conversion.
Solution: Brands like Pizza Hut are dealing with these challenges by using digital experience analytical tools like Contentsquare to make data driven decisions and increase online conversions. By utilizing behavioural data Pizza Hut are able to increase their average order value, maximize customer spend and improve the overall online experience. Find out more here.
Challenge 2: UX is everything
Research shows that 52% of users won’t return to a website with poor aesthetics. Many restaurant brands lack the modern aesthetics that are required for today's digital world. Menus are often shown in basic formats, are difficult to navigate and often don’t allow customers to personalise their order. These issues can create friction between customers and eventually cause them to exit without making an order.
Solution: Look at your own data! Yes, those GA reports wont read themselves, and they often tell you a lot about where your customers are getting stuck. You wouldn’t serve your menu upside down in a restaurant so why make it so difficult to read on your website.
Popular food delivery platform Deliveroo are a great example of a brand providing users with a seamless online experience. Strategically placed images of mouthwatering food are used to minimise the time and effort that is required for customers to understand what they can expect, while engaging the senses and keeping them excited throughout their purchase journey.
The design of Deliveroo’s website is simple and easy to navigate, grouping restaurants together into useful categories like “featured”, “most loved” “50% off”. The most popular food items are always the first to be shown with other essential information like delivery fees and delivery times close by.
Deliveroo understands their customers' purchase behaviour in relation to time, most people probably aren't going to order steak at 9am. So instead of highlighting these types of foods they opt instead for juice bars, and breakfast style foods as the central part of the page where it is easily accessible. Once again making it as convenient as possible for the user by understanding and acting on their data.
Organised design with key information like discounts and delivery on show
Users are able to personalise orders quickly and see how much it costs to add on
|Menu Items grouped under headings with basket feature viewable so users can easily check what they’ve ordered so far|
Challenge 3: The pandemics impact
Covid -19 has been a catalyst for change in particular for the restaurant industry. Staff who played key roles in the restaurant experience have been replaced with technology like in store mobile ordering and payment solutions. In recent research of 1000 restaurant goers, 67% of customers said they feel safer using their phones as a menu. Using mobile technology can allow restaurants to collect data to be used to engineer bespoke experiences putting the control literally in the hands of the customer.
Solution: There's no doubting where the focus should be. Bring the quality restaurant experience, online. Simplicity and a seamless online experience is key. Beerwulf, an online beverage retailer, was able to identify a behaviour pattern showing customers going back and forth between pages in order to check which payment options were on offer by using Contentsquare’s customer journey analysis. With this insight Beerwulf optimized the checkout experience resulting in a 4.2% increase in conversion.
Find out more about how Beerwulf are improving their mobile UX and creating a data-driven culture here.
Contentsquare is the world's leading digital experience insights platform that helps brands like Pizza Hut, Dominos, Walmart and Beerwulf understand how and why users are interacting with their app, mobile and websites.