How Restaurants Can Optimize Mobile Apps to Bring In More Revenue
The proliferation of mobile food ordering and delivery seems to be getting stronger with each passing day. The pandemic further solidified a movement that was already in full force with the prevalence of mobile devices and Americans’ need for convenience. According to the State of 2021 Mobile Report, sessions inside food and drink apps rose by 105% in 2020, and a report from Sensor Tower found restaurant-branded app downloads skyrocketed 91% in 2020.
The AppBros helped bring a food-related app called Barmade to life. Barmade is an easy way of ordering drinks and food without the hassle, simply place your order on your phone and pick up the order when it's ready at a designated area.
Food joints that get the mobile ordering experience right have the potential to boost order frequency, build brand loyalty, increase average order size, and capture new customers–all of which contribute to year-over-year growth.
With a growing list of food delivery and restaurant platforms offering iOS and Android apps, it is crucial to optimize the mobile ordering experience to ensure that a business’s app is both capturing and retaining users, and not driving them towards their competition.
A/B Testing & Feature Experimentation
A/B testing and feature experimentation should be the guiding force behind any food delivery platform or restaurant’s mobile strategy. With these tools, app creators can attain the data they need to improve the in-app experience and make your apps stickier.
A/B testing–where you compare two versions of something to determine which would perform better–can take the guesswork out of things when optimizing your app. By letting legitimate user data speak for itself, you can see the impact even a small change has on your app and move forward with the winning variation. Making continuous improvements will provide a deeper insight into what your customers prefer and allow you to make updates that are aligned with what they have previously responded well to.
The onboarding process is the first real-time interaction your users have with your mobile app. It is crucial to create a phenomenal first impression and allow users to get started using your app as fast as possible. To make your onboarding process seamless, you can test the number of welcome screens a user sees or change the welcome message they view once they have downloaded and logged into your app.
Testing different kinds of copy within your app is a simple yet highly effective method. Some of the copy variations that can yield the greatest impact include CTA prompts, headline text, and menu item descriptions.
This kind of test is fast and easy to implement, giving you a deeper insight into what kind of messaging your customers respond to the most. Successful words and CTAs can be replicated in other parts of your apps.
Humans are very visual, and running A/B tests can tell you which specific images resonate best. Take Netflix as an example when it comes to image testing–the brand A/B tests most movie title images and has even reported that the chosen pictures sometimes lead to a 20-30% uptick in viewing. You can also test if gifs, videos, static images, or carousels perform better.
Search filters can help customers find what they’re looking for faster, resulting in a better user experience. App developers, such as The App Bros, can experiment by adding filters for recommended items based on price range, types of cuisines, past orders, or proximity to a customer’s location. Understanding which types of filters users respond to positively can help improve the layout of your app.
Data has shown that if users have opted into push notifications, they will open an app 88% more than those who did not. There are several ways to experiment with notifications to increase app engagement, such as location, time of day, or order history.
Utilizing a smooth payment process is a must because it's the final step a customer takes before completing a purchase. Popular payment flow testing includes A/B testing the point at which a payment method appears, the placement of elements on the app, the number of steps needed to complete the payment, and add-ons to a user’s existing order.
The App Bros
Every restaurant, big or small, wants to maximize its potential, and it is imperative to utilize an app and constantly work to optimize it. Never underestimate the power of small UX and UI tweaks, and with the help of a skilled team of developers such as The App Bros, your next app could transform your business.
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