{"id":3388,"date":"2019-11-29T12:20:15","date_gmt":"2019-11-29T11:20:15","guid":{"rendered":"https:\/\/capturly.com\/blog\/?p=3388"},"modified":"2021-09-10T08:02:50","modified_gmt":"2021-09-10T06:02:50","slug":"10-tips-for-optimizing-online-ordering-for-restaurants","status":"publish","type":"post","link":"https:\/\/capturly.com\/blog\/10-tips-for-optimizing-online-ordering-for-restaurants\/","title":{"rendered":"10 Tips for Optimizing Online Ordering for Restaurants"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The restaurant industry is currently undergoing a technology-driven disruption, much like it\u2019s retail and hospitality counterparts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The largest two disruptors? Online ordering\/food delivery and the injection of <\/span><a href=\"https:\/\/2ndkitchen.com\/restaurants\/best-restaurant-pos-systems\/\"><span style=\"font-weight: 400;\">new restaurant POS systems<\/span><\/a><span style=\"font-weight: 400;\"> and other SaaS tools to <a href=\"https:\/\/www.zoomshift.com\/blog\/new-technology-employee-management\">help restaurants manage<\/a>, monitor, and market their business.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">In fact, <\/span><span style=\"font-weight: 400;\">online ordering is growing 300% faster<\/span><span style=\"font-weight: 400;\"> than dine-in experiences, and businesses that offer online ordering see a 30% increase in delivery revenue than those who don\u2019t offer an online option.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">But having a system to order from a restaurant online isn\u2019t the only problem restaurants are facing. Many current ordering systems are outdated or have a terrible user experience and interface.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why we\u2019ve put together tips for restaurateurs on how to <a href=\"https:\/\/www.elluminatiinc.com\/online-ordering-system\/\">build and optimize an online ordering system<\/a> that converts.\u00a0\u00a0<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_53 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/capturly.com\/blog\/10-tips-for-optimizing-online-ordering-for-restaurants\/#10_Tips_for_Creating_a_Great_Online_Ordering_Experience\" title=\"10 Tips for Creating a Great Online Ordering Experience\">10 Tips for Creating a Great Online Ordering Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/capturly.com\/blog\/10-tips-for-optimizing-online-ordering-for-restaurants\/#1_Wireframe_the_Ordering_Experience\" title=\"1. Wireframe the Ordering Experience\">1. Wireframe the Ordering Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/capturly.com\/blog\/10-tips-for-optimizing-online-ordering-for-restaurants\/#2_Clean_and_Consistent_Design\" title=\"2. Clean and Consistent Design\">2. Clean and Consistent Design<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/capturly.com\/blog\/10-tips-for-optimizing-online-ordering-for-restaurants\/#Always_Be_Testing_Your_Ordering_Experience\" title=\"Always Be Testing Your Ordering Experience\">Always Be Testing Your Ordering Experience<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"10_Tips_for_Creating_a_Great_Online_Ordering_Experience\"><\/span><span style=\"font-weight: 400;\">10 Tips for Creating a Great Online Ordering Experience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The following ten tips help provide a roadmap to how best to build an intuitive online ordering workflow system that converts visitors into customers.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_Wireframe_the_Ordering_Experience\"><\/span><span style=\"font-weight: 400;\">1. Wireframe the Ordering Experience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Many restauranteurs may be asking \u201c<a href=\"https:\/\/capturly.com\/blog\/why-wireframing-is-so-important-in-user-experience\/\">what is a wireframe<\/a>?\u201d That\u2019s fair, as it\u2019s a user experience (UX) designer term.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wireframing is the act of sketching out the skeleton of a workflow or system. A wireframe is an early representation of a website\/app at its very basic foundation. A wireframe acts as a visual representation of a website or app before the application is live, which helps uncover trouble spots in a design or workflow.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3398 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/hal-gatewood-tZc3vjPCk-Q-unsplash-1024x683.jpg\" alt=\"what is wireframe \" width=\"760\" height=\"507\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/hal-gatewood-tZc3vjPCk-Q-unsplash-1024x683.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/hal-gatewood-tZc3vjPCk-Q-unsplash-300x200.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/hal-gatewood-tZc3vjPCk-Q-unsplash-768x512.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/hal-gatewood-tZc3vjPCk-Q-unsplash-760x507.jpg 760w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Restaurants should work with a UX\/UI designer or consultant to help wireframe and mockup its online ordering system before they began to create it, as it will help identify future problems before they happen. Restaurants can go old school and wireframe out their ordering experience on a whiteboard or can leverage one of the many <\/span><a href=\"https:\/\/cliquestudios.com\/free-wireframing-tools\/\"><span style=\"font-weight: 400;\">free wireframing tools<\/span><\/a><span style=\"font-weight: 400;\"> available online.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Clean_and_Consistent_Design\"><\/span><span style=\"font-weight: 400;\">2. Clean and Consistent Design<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A busy or cluttered design can kill your online ordering conversions, and not only for design professionals. A clean and consistent design will help navigate your users to specific areas of the site, working as a guide.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3421 size-full\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/nick-fewings-S7cyjr_3prc-unsplash-e1576750317394.jpg\" alt=\"guide visitors with web design\" width=\"760\" height=\"1140\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Having too much going happening on a menu, or having design elements that serve no purpose, will distract users and lead to more abandoned shopping carts and a loss of revenue.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Easy to Find Online Ordering Menu<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A simple tip that many restaurants venturing online tend to strike out on. Make it obvious how to order from your online system with a <\/span><a href=\"https:\/\/www.emarsys.com\/resources\/blog\/optimize-website-ctas\/\"><span style=\"font-weight: 400;\">clear CTA<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, create an asset in your restaurant\u2019s branded style and then make it stand out to a point of annoyance. You can always go back and optimize this later on, but the point is you want to make it very clear to those browsing your site how they order online, or you\u2019re risking losing out on business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the same vein, make sure to keep an eye out and monitor your website and online ordering system for bugs and page breaks. Many restaurants are built on old WordPress or Wix foundations and are outdated, leading to 404s and broken links.\u00a0<\/span><\/p>\n<p><strong>Insider tip:<\/strong>\u00a0Consider including\u00a0<a href=\"https:\/\/prgstore.ca\/what-is-branded-merchandise\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/prgstore.ca\/what-is-branded-merchandise\/&amp;source=gmail&amp;ust=1630319289606000&amp;usg=AFQjCNHoqUOjkkTT5j8sA1iyUvfwcFTDqQ\">branded merchandise<\/a>\u00a0in the orders you deliver so customers will remember to visit your website first the next time they&#8217;re hungry.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-medium\" src=\"https:\/\/media.giphy.com\/media\/8L0Pky6C83SzkzU55a\/giphy.gif\" alt=\"avoid 404 error\" width=\"480\" height=\"480\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">4. Categories<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Categories help to create an easy-to-understand user experience by grouping similar items together. This allows users to quickly understand the UX of your ordering system and find exactly what they want to order without trouble.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look at what your restaurant offers and then build out 4-6 core themes. These can be types of food such as pizza, sandwiches, salads, or courses such as breakfast, appetizers, and dessert.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a pizza parlor, examples of categories to include are \u201cAppetizers, Pizza, Wings, Salads, Dessert\u201d<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3424 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/food-ecommerce-1024x768.png\" alt=\"add categories to your website\" width=\"760\" height=\"570\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/food-ecommerce-1024x768.png 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/food-ecommerce-300x225.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/food-ecommerce-768x576.png 768w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/>(<a href=\"https:\/\/dribbble.com\/shots\/6592690-Food-Delivery-Dashboard\/attachments\">Source<\/a>)<\/p>\n<h3><span style=\"font-weight: 400;\">5. Clear and Concise Descriptions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Descriptions are the restaurant\u2019s chance to sell an item, not a placeholder for listing out every ingredient one-by-one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use clear, concise, and descriptive wording. No one is moved to order a \u201c14 IN Cheese Pizza with Pepperonis\u201d, but \u201cDelicious 14IN Three-Cheese Pizza with Fresh Pepperonis and Handmade Sauce\u201d is a different story.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. Pictures<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Maybe the most obvious on this list is to simply include pictures along with items. Pictures help indecisive people make decisions &#8211; helping to convert more online orders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t cut corners here. Hire a professional photographer to take stunning images. No one will want to buy the item with a poorly cropped and badly lit hamburger.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3423 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/jeshoots-com-p8kaVRe4edM-unsplash-1024x685.jpg\" alt=\"professional photos for great user experience\" width=\"760\" height=\"508\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/jeshoots-com-p8kaVRe4edM-unsplash-1024x685.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/jeshoots-com-p8kaVRe4edM-unsplash-300x201.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/jeshoots-com-p8kaVRe4edM-unsplash-768x514.jpg 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/jeshoots-com-p8kaVRe4edM-unsplash-760x507.jpg 760w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">PRO TIP: It doesn\u2019t have to be every item, but restaurants can be crafty and include HD images of their best and most expensive dishes. This helps restaurants to drive more revenue with customers spending more per order.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">7. Specials and Combos<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For those looking at entire meals, add a section including lunch\/dinner combos and weekly specials. These <\/span><a href=\"https:\/\/blog.mailshake.com\/sales-skills\/\"><span style=\"font-weight: 400;\">upsell skills<\/span><\/a><span style=\"font-weight: 400;\"> give customers a sense that they\u2019re receiving a deal and rationalize a final decision on their online order.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Combos and specials are also a great strategy for upselling customers and driving more revenue to your restaurant, as well as offloading items that have seen poor sales.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">8. Suggested Add-Ons<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At the end of the order, be sure to suggest add-ons that are commonly ordered with what a customer has in their cart.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ordering a pizza? Make sure to throw a CTA to not forget breadsticks and sauce. Or a 2-liter for just a few dollars more.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3422 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/mahyar-motebassem-pGA4zHvpo5E-unsplash-1024x819.jpg\" alt=\"add ons\" width=\"760\" height=\"608\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/mahyar-motebassem-pGA4zHvpo5E-unsplash-1024x819.jpg 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/mahyar-motebassem-pGA4zHvpo5E-unsplash-300x240.jpg 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/mahyar-motebassem-pGA4zHvpo5E-unsplash-768x614.jpg 768w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a stellar upsell strategy that is another step in navigating users to the finish line.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">9. Multiple Sign-In Options for Return Customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many online orders are abandoned due to complications with sign-ins.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Be sure to offer multiple options for signing in: guest checkout, Google or Facebook checkout, and creating an account with your restaurant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This helps users navigate around friction points. They can\u2019t remember their password for their account? No worries, they can simply use Facebook\u2019s SSO to login with their Facebook account. Not on a device registered to them? No worries, they can choose to complete their transaction with a guest account.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3399 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/restaurant_app_sign_up_screen_design_tubik-1024x768.png\" alt=\"online ordering\" width=\"760\" height=\"570\" srcset=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/restaurant_app_sign_up_screen_design_tubik-1024x768.png 1024w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/restaurant_app_sign_up_screen_design_tubik-300x225.png 300w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/restaurant_app_sign_up_screen_design_tubik-768x576.png 768w, https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/12\/restaurant_app_sign_up_screen_design_tubik.png 1600w\" sizes=\"(max-width: 760px) 100vw, 760px\" \/>(<a href=\"https:\/\/dribbble.com\/shots\/5688935-Restaurant-App-Sign-Up\">Source<\/a>)<\/p>\n<p><span style=\"font-weight: 400;\">Offering sign-in options through a custom account, or with a third-party such as Facebook, allows restaurants to capture user information on their customers. This allows restaurants to promote new deals and specials to drive return users through <\/span><a href=\"https:\/\/www.rightinbox.com\/blog\/free-examples-of-follow-up-emails-thatll-get-you-results\"><span style=\"font-weight: 400;\">follow-up emails<\/span><\/a><span style=\"font-weight: 400;\">, gather demographic data on their audience, and offer a <\/span><span style=\"font-weight: 400;\">restaurant loyalty rewards program<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">10. User Testing<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, also test your ordering system. Before it launches, use user testing services and software to uncover how customers are interacting with your system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This will help to uncover points of rage clicking, cart abandonment, and general confusion.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-3125 size-large\" src=\"https:\/\/capturly.com\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-24-at-23.41.28-1024x713.png\" alt=\"Heatmaps montage\" width=\"760\" height=\"529\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t stop at launch either, continue to test your workflow, and always be on the lookout for how to optimize your online ordering system to ensure your restaurant isn\u2019t losing out on orders.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Always_Be_Testing_Your_Ordering_Experience\"><\/span><span style=\"font-weight: 400;\">Always Be Testing Your Ordering Experience<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As mentioned previously, restaurants should never stop testing their online ordering systems. New restaurant-focused software such as restaurant cart abandonment and <\/span><a href=\"https:\/\/www.referralcandy.com\/blog\/food-referral-program\/\"><span style=\"font-weight: 400;\">restaurant referral programs<\/span><\/a><span style=\"font-weight: 400;\"> continue to present new problems and innovates for restaurants &#8211; and so will the continued adoption of online ordering and food delivery.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By staying the course and following the tips outlined in this article, your restaurant should be well on its way to being one of the <a href=\"https:\/\/www.upmenu.com\/blog\/best-online-ordering-system-on-the-market\/\">best online ordering systems<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8212;<\/span><\/p>\n<p><a href=\"https:\/\/media.licdn.com\/dms\/image\/C5603AQEAVmAR2y4Llw\/profile-displayphoto-shrink_200_200\/0?e=1580342400&amp;v=beta&amp;t=satbsTe6r5gMU297rND7iuH2p1vTxsc9H4iDyPuYD2o\"><b>Levi Olmstead<\/b><\/a><span style=\"font-weight: 400;\"> | Levi is the Director of Marketing at <\/span><a href=\"https:\/\/2ndkitchen.com\"><span style=\"font-weight: 400;\">2ndKitchen<\/span><\/a><span style=\"font-weight: 400;\">. 2ndKitchen helps partner bars, breweries, hotels, and other businesses without a kitchen partner with neighborhood restaurants to create custom, branded dining experience. Levi also blogs on content marketing and link building at <\/span><a href=\"http:\/\/leviolmstead.com\/\"><span style=\"font-weight: 400;\">LeviOlmstead.com<\/span><\/a><span style=\"font-weight: 400;\"> and can be followed on Twitter at <\/span><a href=\"https:\/\/twitter.com\/levi_olmstead\"><span style=\"font-weight: 400;\">@levi_olmstead<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The restaurant industry is currently undergoing a technology-driven disruption, much like it\u2019s retail and hospitality counterparts. The largest two disruptors? Online ordering\/food delivery and the injection of new restaurant POS systems and other SaaS tools to help restaurants manage, monitor, and market their business.\u00a0 In fact, online ordering is growing 300% faster than dine-in experiences,<\/p>\n","protected":false},"author":28,"featured_media":3399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,2],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>10 Tips for Optimizing Online Ordering for Restaurants - Capturly Blog<\/title>\n<meta name=\"description\" content=\"Having a system to order from a restaurant for better user experience and interface. 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