Is It Time to Audit Your Online Ordering Experience?

SpeedLine Solutions will help you identify the common friction points to ensure customer satisfaction.

COVID-19 has forced us to reevaluate how we connect with each other, examining every interaction for the possibility of spreading germs. We’ve had to go through our businesses and look for ways to provide a contactless experience. This process has opened our eyes to a new way of looking at operations. While we’re in that mindset, it makes sense to look for other ways to create a frictionless customer experience.

What does a frictionless customer experience mean?

A frictionless customer experience is one where your customers never feel frustrated while dealing with your restaurant. Anything from not being able to find your phone number to a poorly lit outdoor sign can create friction. 

The best place to start is with your online ordering experience. Some common online ordering friction points are:

It’s difficult to find your ordering site. When they Google your site, do your customers find it on the first page of results? If not, they may choose to order from someone else.

Your customers need to log in before they can see your menu. New customers often want to browse online menu offerings before committing to order. If they need to create an account just to see the menu, that’s friction, and it will drive customers away. 

Your site is hard to navigate, and customers can’t figure out how to place an order. If your customers can’t quickly find what they are looking for, they may abandon their efforts. 

Your menu descriptions and photos aren’t as appealing as your menu itself. Having mouthwatering images and on-brand, informative descriptions will help increase sales and check sizes. 

Your customers don’t receive a confirmation of the order or updates during the delivery process. Your customer has placed their order. Now what? Keeping your customers up to date on the status of their order will relieve anxiety and reduce calls to your restaurant. 

Your site doesn’t look like it’s yours. A different color scheme, logo or tone of voice on your ordering site could cause your regular customers to question whether they are ordering from the right place. 

Where are your online ordering friction points? By knowing where they are, you can address them and improve your customer experience. Looking for an expert opinion? Call the SpeedLine Solutions team for a free online ordering audit at 888-400-9185.