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Track these 4 website stats to perk up profits

Mine the data in these four key website indicators to get the vital operational insights needed to deliver optimal business returns for your QSR.

Your QSR's website is trying to tell you something. Are you listening to what these key indicators are saying about your current operations? (photo: iStock)

April 21, 2020 by Peter Ruchti

COVID-19 is throwing nearly everything we know into question about the way restaurant businesses operate, with numbers just in from NPD Group showing customer transactions dropped 43% in the second week of April from what they had been last year at the same time across the restaurant industry. 

But while COVID-19 itself may be unprecedented, I'm here to tell you that the reasons for the decline a lot of QSRs are experiencing, are not. Now, more than ever, quick-service leaders must pay attention to what the data behind your website is telling you about how people are interacting with your QSR, and, more importantly, why.

In my consultation with brands, as well as restaurant and marketing groups over the last several weeks, I've seen a lot of the same issues cropping up time and again. Namely, I've found there are four key website indicators QSRs must watch to perk up their individual brand's profits as much as possible during these trying times.

Indicator No. 1: traffic by source

Obviously, some of your marketing channels are going to be more beneficial than others. If you really want to know where you should focus most of your attention, look no further than the "Traffic By Source" data for your website in Google Analytics. 

This can be a tremendously helpful and efficient way to dive deep into specifically where your QSR's online traffic is coming from and how it has changed in recent weeks. In this way, brand leaders gain access to a powerful source of insight into what's working online and what isn't.  

If social media is way down, for example, you know you need to change your current approach into something more in tune with your target audience. If search engine optimization isn't where it should be, you know you're getting fewer searches and must be more proactive about finding ways to get out in front of your local prospects.

Indicator No. 2: conversion rate

This metric shows you how many prospects are actually taking that desired next step and becoming customers. But, more than the rate itself, be sure to pay attention to how that number has changed over the last few weeks. If it isn't going up, you may need to change your offers depending on how effectively you're actually selling your product.

Note that your conversion rate may also reflect the quality of your online ordering system (for example, low rates might mean the system is difficult to use) or even how easily your menu is viewed and navigated via mobile device. 
To speak to that last point, get rid of your PDF-formatted menus in favor of something known to display well on mobile devices. The difference this one relatively easy formatting transition can make can be pivotal for your conversion rates.

Indicator No. 3: pages visited

You will want to track this key performance indicator over a period of several weeks or even months. Every new customer to your site should take roughly the same journey en route to their specific purchase. This means that they'll probably all visit some combination of the same basic pages.

If the data shows that the pages people are visiting have changed over time, your brand must determine why. It could indicate a certain location (or service, like catering) is performing better than others. But overall, this data can be hugely beneficial in providing you with the accurate, actionable data needed to make the most informed decisions possible moving forward.

Indicator No. 4: Returning visitors

This is arguably the most important key performance indicator of all, as the vast majority of your business will come not from new customers, but from existing ones. When you also consider that it's many times more expensive to obtain a new customer than it is to simply retain one of your current ones, it's clear this mandates your close attention.

If the ratio of new visitors to those returning has changed, pay careful attention to what your brand has changed and its impact. Sure, you might have a steady stream of new customers marching to your (virtual) door. But if they're not coming back, is that really a success?

If you're losing returning customers, you may need to take action, like sending out an email newsletter, posting more on social media or even upgrading your website experience. 

Bonus round: Considering store hour changes? 

If you are considering changing your store hours — especially if you have multiple locations — it's wise to track location traffic by the time of day. Through this indicator, brands can narrow down the traffic by looking at a particular store's page or visitors' geo-locations. 

For example, if you are considering moving up the closing time for a specific location, first check to see when users start to drop off. Consider the lag time between when a customer places an order and when it's ready. Then make your closing time adjustments based on those trends in order to accomplish the most efficient transition in a locations change of hours. 

In the final analysis, your brand's website is much more than just a virtual business card. It can and should act as a sales generation engine that paves the way for the future success of your business. If it's not doing that now, try tracking the indicators above to optimize your website's potential with your specific goals in mind.

About Peter Ruchti

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Peter Ruchti is the founder of AdeptPlus, a full-service digital agency helping restaurants market their business to attract and retain happy customers. As a former restaurant-industry business owner and Certified Google Partner, he works with other entrepreneurs and Directors of Marketing to strategically market their business using the Internet.

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