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BizReport : Mobile Marketing : October 02, 2014

Mobile sites leaving customers hungry

Restaurants are falling short in their mobile experience. That's the word from a new survey out from The Search Agency. According to their findings mobile restaurant websites aren't delivering the kind of experience customers want - and in some cases that is causing hungry consumers to look elsewhere.

by Kristina Knight

"We're seeing a trend that shows that many brands are attempting to answer Google's call to use RWD, but the implementation of these sites is proving difficult, as they are resulting in longer page load times and often a poor overall experience," said Delia Perez, SVP account delivery and strategy at The Search Agency. "We also conducted a SEO Ranking with this report, and were happy to discover that of the 50 sites, 47 were crawlable. This is a good first step, but more work is needed in the areas of meta descriptions and click depth."

Some interesting findings from The Search Agency's The Mobile Experience Scorecard - Restaurants & Catering about one-third (32%) of restaurant sites surveyed are using responsive design techniques but even with those options none are meeting the 'speed test'. The study also indicates nearly half (40%) are using click-to-order or click-to-reserve buttons but those buttons have been shown to lessen customer conversions.

Other interesting findings from the report include:

• 60% of the 50 mobile restaurant sites studied use dedicated mobile sites
• 32% use responsive design
• Those using responsive design show average load times of 73.9 seconds
• Dedicated mobile sites show average load times of 46.34 seconds
• 48 of the 50 used geo-location APIs, but only 40% used click-to-order, click-to-reserve

The Papa John's franchise scored the highest on the report (3.815) on the user experience scorecard while Texas Roadhouse, Denny's and EAT24 all scored perfect 5s on the SEO ranking scorecard.

Image via Shutterstock

Tags: m:commerce, mobile experience, mobile marketing, mobile restaurant sites, mobile trends, restaurant trends, The Search Agency

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