Why Web Analytics Should be The Center of Your Online Restaurant Strategy

It is very easy to fall into the temptation to obsess over Facebook likes or the number of comments on Instagram, after all, it is something very visible. 

However, with few exceptions, the heart of your free online ordering system - or even your business - is your website. A good part of the efforts made in social networks has the final objective of deriving quality traffic to the web, where the sale will finally be formalized. That is why taking advantage of web analytics can help you boost your business.

Web analytics tools such as Google Analytics (although there are many more), allow you much more than knowing how many people have entered your website. 

It allows you to know them: know what your audience is like, what they are looking for on your website, and, above all, if they find it or if, on the contrary, they leave disenchanted.

Advantages of web analytics

It is very possible for a person to “like” a publication on social networks but never click on it and it never reaches your website. 

Thanks to digital analytics you can know with great precision how many people enter your website (there is always a margin of error, since, for example, those people who navigate with cookies or JavaScript disabled will be invisible to the tools). 

But that's just the beginning. You can know what hours they enter, which will allow you to make decisions to reinforce those hours or try to enhance others.

Who visits my online ordering system?

Google Analytics does not allow you to save personal data, but it does add your demographic data. This is disabled by default, but it is very easy to implement. 

It allows you to know the different profiles of users who visit your website: age, gender, or even other interests and how each of these segments behaves on your website. 

For example, you can have a product aimed at women and focus all your advertising there, but discover that the conversion rate for men is higher because they buy it as a gift. This can help you focus a part of your communication in this segment and increase your sales.

How do users behave on my website?

Almost as important as knowing who your audience is, is knowing how they behave on your website. With correct labeling of the links, you can know which medium has brought them to your website, and from there know which audience converts you the most. 

This is important because you still think that social networks are your main source of traffic, but a deeper analysis makes you see that organic traffic converts you more, so you should increase your attention in your SEO strategy.

But almost one of the most important aspects is that it allows you to detect the weak points of your website. You can see if a significant percentage of users leave at some point in your conversion funnel. Maybe there is a technical error? 

Maybe it's the point where you add the shipping costs and many leave at that point? Tools like Hotjar allow you to make heat maps to see where users are moving, even record their sessions, allowing you to detect weaknesses and strengths on your page.

We hope this post has helped you understand the advantages of web analytics and the importance it should have in your digital strategy. And if you have any questions, do not hesitate to write to us. We will be delighted to help you!