Online to offline conversions from restaurant websites vs facebook pages

Lately we hear lots of restaurant marketers say they spend more resources and time developing and engaging their facebook audience instead of investing and analyzing traffic patterns on their website.

As a reminder, Privy enables marketing directors at multi-unit restaurants to convert high intent visitors from online channels into email addresses and in-store customers. As such, we're fortunate to be in a position where we can actually track data that can help us and our clients better understand the differences in activity and conversions from various online assets into in-store customers: website, facebook pages, twitter, digital ads and more. 

Today I thought folks would be interested to see a sampling of this data to reiterate the importance of a multi-channel approach to marketing.

Take a quick look at the pie chart below. We took a snippet of data we've collected after delivering over 5,000 customers to 50 different restaurant locations. Of the 5,000 conversions, lets take a look at the breakdown of those customers that converted from a restaurant's facebook page vs a restaurant's website:

Online to In-store Conversions: Facebook Page vs Website

Of the 2,000 customers who came from facebook and websites, only 33% of conversions came from Facebook pages, and a whopping 67% came from a restaurant's website directly. That's 2 times the performance over Facebook pages. If you take a step back to think about this, the differences in conversion rates stem from the differences in intent.   

The traffic that lands on a restaurant's website can be attributed to several sources: 

  • web or mobile search - "I'm craving pizza" so I search locally for pizza places
  • review sites - go to yelp to find a place to eat
  • listing pages - searching for a certain kind of restaurant
  • location based services - open up foursquare or waze to find something within a specific geographic proximity
  • Direct traffic - heard about the restaurant from a friend or on TV and want to check it out

The key is that in each of these potential scenarios, The potential customer has expressed an interest and desire to find a certain type of restaurant, essentially to fill a need or desire. As such, the intent is high, which leads to higher conversion rates.  

On Facebook, you might be looking at a friends photos, or checxking your feed, and stumble across a post from a local restaurant, which triggers action, but in this sceario there is less intent.

Both channels can be effective, which supports the need for your restaurant to have an active presence across many online channels, but for those who are increasingly spending more time on Facebook, don't lose sight of the power of a great, mobile friendly site to engage potential customers. 

 

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