Hogyan értük el, hogy az egyik étteremben, melynek online marketing tanácsadói vagyunk 2 éve, ilyen mértékben növekedjenek az asztalfoglalások? Mutatjuk!

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How We Managed to Increase the Bookings of a Restaurant in Budapest by 501%

Online Marketing Counselor Balázs Máté

We’ve managed to boost a restaurant’s bookings which we’ve been working with for two years by 501%. How? Let’s see!

We’ve been monitoring the development of marketing communications and websites of Hungary’s hospitality businesses for 10 years. Back in 2008, when hospitality and tourism marketing became one of our specialties (alongside healthcare marketing), there were but a few well-optimized gastronomy websites around.


Since then, we’ve consulted the entire Eventrend group (Salon Restaurant, New York, Café, Városliget Café, Dunyha Restaurant, BRKLN, PRE-GO, Symbol, Akadémia Club, Bohém Restaurant MÜPA etc.) and started developing the Zsidai group’s online communications.


On top of these we managed to help several other, independent restaurants as well. We’ve optimized their websites and their whole palette of communications for conversions.


We’ve compiled these next tips based upon our years of experience with hospitality businesses to help you attract more guests to your restaurant.


But first – What are conversions anyway?

A conversion is basically when a visitor takes a desired action on a website. On a restaurant’s website, this could mean booking a table, ordering delivery, or requesting a quote for a business event (if the restaurant offers such services). This process converts general visitors to potential or actual customers.


Your goal is to increase the number of such conversions on your website. Here’s how to do it…




1. Optimize Your Website for Mobile Devices

You’ve probably heard about responsive websites, which automatically adapt to the current device they’re being viewed on. This adaptability offers a seamless experience for users, regardless of what sort of device they are using. It’s been becoming more and more important to optimize your website for all popular devices, especially since Google announced that they have started rolling out their mobile-first indexation algorithm.


According to our statistics, more than 60% of users visit the websites of Hungarian restaurants using a mobile device. So, if your website isn’t perfectly displayed on every device type (desktops, laptops, smartphones, tablets), then you should find yourself a good web developer as soon as possible!


2. Simplify Your Website’s Navigation

Try sticking to the three-click rule – design your website so that visitors can get to any part of it with only three clicks. This is especially important for mobile users.


Simplifying your site’s navigation usually involves providing a quick way to return to the homepage and a general search function as well. It’s also important to display the most essential information on all pages.


Don’t worry if your website consists of hundreds or thousands of pages though – as long as navigation is fast and straightforward between them, you should be fine.


Unfortunately, many programmers like to overcomplicate things. We use eye-tracking to analyze visitor behavior, and use this data to design the best website for our clients.


A sitemap can also help with increasing the number of conversions on your website, and can help with SEO too.


3. Create Loyalty and Reward Programs

The Eventrend managers soon realized that people like to return to places they feel appreciated at. This is why they created the Eventrend card (which since became an application), that allows you to gather points after your visits (this applies to business meetings and private dinners too). You can then exchange these points to exclusive items. We’ve been glad to assist in laying the online marketing foundations for this project and we can highly recommend doing the same for other restaurants as well!


Restaurant loyalty and reward programs give people more reasons for quick conversions on your website. You can, for instance, offer them exclusive deals, gift coupons, deserts and many other incentives to convince them to convert.


4. Place a Table Booking Widget on Your Website

Table booking widgets provide an easy and quick way for your visitors to make reservations directly from your website regardless of where they are or when they happen to do so.


Many people are skeptical about the future of online bookings in Hungary. In the screenshots below, you can see the online booking numbers of one of our online restaurant marketing clients. The first image shows a comparison between the number of reservations made in September 2016 and September 2017. The second image compares the same month between 2015 and 2017.


The results surprised both us and the restaurant’s management, as the number of online bookings showed a significant increase.



5. Offer Coupons and Incentives for Immediate Conversions

If you can convince your visitors to take action (to convert) immediately, then you can easily improve your conversion rates. You don’t have to offer expensive dinners, or anything financial even. Many restaurants offer branded items, such as mugs and pens, to incentivize their visitors to convert.


6. Ditch Social Media – Use SEO Instead!

Lately, we’ve been doing a good amount of quantitative and qualitative research with my fellow diploma candidates among the restaurant goers of Budapest. Our findings support what you can see on the screenshot: restaurant conversions come from Google traffic, while Facebook and Instagram provide no sources for conversions.


Social media tools, however, play an important role in SEO and PR efforts, and because of this, they are not to be ignored. Still, many marketers approach these platforms from the wrong direction. Again, as the figure (taken from one of our client’s Google Analytics report) below shows, Google is the only dependable source of converting traffic. It also shows the 501% percent increase in online bookings which we’ve managed to achieve in two years (between 2015 and 2017).


Online marketing consultant since 1998

After graduating from my diplomas, I could not decide whether to stay on the scientific career or place my interest in marketing on a business basis. So let's both co-exist, I thought, and started writing it for a doctorate in marketing, I taught at university, while I founded the Marketing Professors BTL Communication Agency. In the past, I played a role in the marketing communication of more than 500 SMEs and dozens of large companies. I did not provide the research, and with my team we have built a marketing communication strategy that can be effectively and cost-effectively implemented in virtually all industries through search engine optimization (SEO), social media marketing and content marketing (publishing). If you've got to know that Ti also needs such an effective marketing communication strategy, ask our offer if you do not already feel the overwhelming power of the Internet, read our articles, but I know your time is coming.

Online marketing consultant since 1998

Online Marketing Advice - What Does It Mean To Do This Business?

Online marketing is not the same as offline marketing. Reaction’s times, reactions, and tools are quite different. Whether it is a small business or a number of brands in a pharmaceutical company, the proven sales and marketing experience can not be adapted to the online world. A company introduction or even a well-written marketing text is not enough. We not only write about potential buyers on the Internet, but also the search engines and the habits of Internet users. But if we hit them, we get a yarn that brings us commercials that are free or not, so many people get what we can not hope for using traditional tools. What should I do for this? Search engine optimization? Community Media Marketing? Content Marketing? A creative idea and a lot of experience, and above all, well-developed marketing strategy!

Online PR and Publishing

In addition to online marketing, Publishing and online PR are part of a complex marketing strategy. By working with pharmaceutical factories, I learned what to do if we are not only have to defeat, denigrate hardcore and capital-intensive competition but also fight against authorities and the media. I've taken part in many projects in which we were not even allowed to say what we want to sell, but we were expect to present concrete sales figures at the headquarters of the multinational corporation as a result of online PR or publishing. It can not be mistaken because all eyes of competition and the media are on us, and we can expect millions of penalties for the slightest breakthrough. Still, records have been decided on sales growth figures!

Online marketing lectures, education and research

I teach not only student training, but also theoretical research as an instructor at the Szent István University Marketing Institute of Gödöllő. My doctoral (PHD) work is also about online marketing. During the day-to-day practice of the university research work and & nbsp; Marketing Professors Ltd., I can gain experience that few people today in Hungary. The combination of theoretical university research and the merciless challenges of business life, supported by cutting-edge EU sources, is an effective and competitive knowledge. I try to convey them not only to my students but also to my colleagues at international marketing conferences, but also to my clients in everyday practice. Search Engine Optimization, Facebook Marketing, AdWords Campaigns, LinkedIn, and I could classify the corporate courses I've held in recent years, placed in companies.

Vedd fel velünk a kapcsolatot, kattints!