Just like every other market, the restaurant industry has been revolutionised by mobile technology: according to a recent survey 92% of smartphone-equipped consumers have searched for a restaurant on a mobile browser. A fact that can hardly be ignored. Most of the time, people who search for a restaurant on their mobile device are looking for a place to dine in the area they are currently: those are real, hungry prospects you don’t want to lose.
In this regard, it is very important to have a fully mobile-optimised website that works and converts mobile traffic into customers.
To do this, your mobile website must have at a minimum these five features:
- Important information must be found quickly and easily. Important details should be located on the front page of your website. Putting the prospect through a “treasure hunt” to find your opening times, address or food menu is the fastest way to lose them.
- It must work on all devices, browsers and operating systems. Whilst almost half of your mobile traffic will come from iPhone and iPad users, it’s still not a valid excuse to cut off BlackBerry and Android owners.
- Your website must drive the user to action. Once a prospect has found the information he or she needs, they could call you or reserve a table with one of the dedicated online services. Placing a call-to-action button in clear sight and on every page of your website helps accomplish that goal. This process should be fast and simple.
- Show only your best photography. If you are confident about how nice and comfortable your restaurant is, hire a professional photographer and get various shots from your restaurant. Find the best compromise between picture quality and image size, as not all mobile users have an unlimited data plan, or worse, are tourists using roaming.
- Stop losing business to your PDF menus. PDF menus have many downsides, 73% of visitors will go right to your food menu upon landing on your website, if they are on a mobile device, downloading a file that’s not only large but also involves a lot of zooming is a total deal breaker.
Beyond the points, if you can take one thing away from this article, it’s that mobile usage is increasing rapidly month for month. On any given weekend, half of a restaurants traffic will come from mobile users (Happytables July ’13). So fire up your website on your mobile device and ask yourself the tough questions. Are you really providing the experience mobile users not only want, but need?