We live in a pretty amazing time. Thanks to developments in technology, we can pay all of our bills without going into a bank, talk to someone face to face from the opposite side of the world, and never get lost again with Google maps and GPS.
Technology has allowed the quick service and fast casual restaurant industry to grow at a cracking pace too. It’s mind blowing how easy it is for customers to order food now. They can simply pick up their phones or iPads, download an app, schedule and pay for their order, all without talking to anyone or even going into the store. If you’re using an online ordering platform like Mobi2Go, you’ll know all about this.
Online ordering websites and apps make it easier for customers to order food and restaurants to increase their sales. This is a Mobi2Go online ordering storefront and iPhone app designed for Habitual Fix.
If your customers are ordering from you online via your website, mobile site or app, every action they take is being recorded. That’s valuable data you can access so you can get to know your existing customers better and help you grow your business. Amazing! You can view and analyse all of this data through Google Analytics.
What is Google Analytics?
Google Analytics is a free web analytics service that provides statistics and basic analytical tools for search engine optimisation (SEO) and marketing purposes. The service is available to anyone with a Google account.
Mobi2Go’s Google Analytics Integration
Mobi2Go now integrates directly with Google Analytics so you can gain key insights into how your customers are using your website when they order online. This means you can find out how your menu items are performing, track your sales and view crucial shopping behaviour like where customers are dropping off in the check-out process.
How to set it up
If you’re not a tech person, don’t freak out. It’s super easy to set up the Google Analytics integration and we’ll take you through it step by step, because we’re nice like that. The only thing you need is a website for your business, a google account and an online ordering account.
Don’t have a website or online ordering yet? Mobi2Go can set you up with a one-page website for free, and you can start your free trial for online ordering here too.
1) Sign in to your Google Account
If you don’t have a google account, it’s easy as pie to create one. Just search accounts.google.com and the page should look something like this:
2) Create a Google Analytics account
Next up, go to the admin toolbar of your Google account. Enter in your account name (you might want to call it your store or business name), website name, URL and other fields as shown in the screen below:
3) Create and send Tracking ID
Once you’ve created your Analytics account, hit the button to create a tracking ID. Then all you need to do is send email@example.com the Tracking ID. Simple as that!
4) Enable Enhanced Ecommerce
To get the most out of google Analytics, you can enable the “Enhanced Ecommerce Settings” on the account under the Admin tab.
5) Get to know your customers!
Scroll down on the left hand side toolbar to Conversions – Ecommerce. Now you can look at online sales information like how much revenue has been generated from Ecommerce sales, conversion rates, and the average order value per online transaction.
You can even analyse Ecommerce customer shopping behaviour, like where customers are dropping off as they attempt to place an order with you.
For example, the graph above shows:
Out of 9,066 sessions, 40% made it all the way through to a transaction.
The highest abandonment rate occurs during the product view stage (at 33%), but if customers have added a product to their cart, that drops down to 25%, and way down to 7.5% once they have made it to the check out phase.
It also breaks down shopping behaviour between new visitors and returning visitors, which can give you insights into who you should concentrate on attracting with your sales and marketing campaigns.
In this case, new visitors have a higher overall transaction completion rate than returning visitors, and there are also significantly more of them than returning visitors (7406 sessions vs 1660 sessions).
The data that technology and the digital world can provide us with is truly amazing, especially when it can help you connect with your customers and grow your business.
If you’d like to learn more about online ordering for your business and general trends and tips in hospitality and restaurant technology, check out our blog. We keep it pretty fresh for you!
If you’ve got any questions about the Google Analytics integration, contact firstname.lastname@example.org. Happy analysing!
About the author
Felicity is Mobi2Go’s marketing and brand manager and content creator. She writes about online ordering and hospitality trends, tips, client success stories – basically anything to help restaurant owners understand online & mobile ordering and grow their businesses. Connect with Felicity on LinkedIn or email her directly: email@example.com