![1. Google SERP restaurant reservations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(#1 organic search result) Sang Lim SFSU fall 2010 MKTG 469](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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OpenTable Analysis
- 1. MKTG 469 Midterm Fall 2010 Sang Lim
Editor's Notes
- MKTG 469 Midterm SFSU Fall 2010 -Sang Lim
- Google Adwords shows only 14,800 Global monthly searches on the keyword “restaurant reservations”. Even including “restaurant reservation”(w/o s ), number only goes up to 47,900 hits. That’s really low number of search. People might go to directly the restaurant website, which they are planning to go or make a reservation by calling. Also, there are only handful of online restaurant reservations businesses (opentable.com, restaurantrow.com and restaurantreservations.com). Online restaurant reservation business market is not big and there is not enough competitions. These are the reasons for less spending on advertisement that lead to no sponsored links. There are only handful of competitors and Opentable.com is most successful and known business among them. There is not enough motivation for company to spend money on PPC.
- C. Almost everyday, new blog posts. By feeding the fresh contents to the Search Engine, the website can achieves high rank organic search. Also, many blogs introduces the restaurants to the readers and leads them to the reservation page. The links from blogs leads to reservation page with pool of keyword help to get higher organic search results. D. OpenTable.com offers the restaurant reservation on many cities around the world. Each city’s OpenTable webpage contains very specific description and keywords ex)from S.F. bay area OpenTable page “ Find San Francisco restaurants in San Francisco and nearby cities such as Napa, San Jose, Berkeley, and more. Make restaurant reservations and read reviews” from Las Vegas OpenTable page “ Find the best Las Vegas restaurants on the Vegas strip around The Venetian, Mandalay Bay, Caesars Palace, The Palms, and more. Read restaurant reviews from diners.” E. Google’s 1 st organic search results clearly shows the website where users can make a restaurant reservations. Also not just give user the link to the website, Google lets the user to pick the unique landing pages and search within the result website. That saves the user’s time.
- F. Even Slanted door restaurant is popular, but there are many restaurants have same level of popularity. If Slanted door restaurant becomes extremely positively famous for some reasons, then OpenTable can consider about investing in PPC. There are just too many similar restaurants. Also, Slanted door’s online reservation site is already based on OpenTable. The users don’t have any other choice than use OpenTable, then why invest money? G. OpenTable has its own unique blog site. The company can create a blog about Slanted door restaurant, it will gain more points for organic search results. Also, adding the restaurant name in the HTML, meta-keyword. It will help to get a higher listing.
- Ex#4 has simple design and clear message to the users, but users can’t do anything other than picking a city. This is introduction landing page to let people know what this site is about and customize the site based on their choice of the city. Ex#3 has complicated design. The site offers its core business (restaurant reservation) and provide many information that related to core business. It is good to not to scare the first time visitor who is not aware of the site. Example #4 is perfect site for that. It is simple and introduce the site. If visitor visited by search engine, that means he/she typed keywords in the search engine that related to what company is about. That person is aware of what this site is about. So, skip the introduction and let visitor to use the site right away.
- C. This page doesn’t have many icons, but both site objectives have the icons. OpenTable Spotlight has “new” sign, too. OpenTable Diners’ Choice located the center of site, and it has bold and biggest font size. D. Example 5 is introduction landing page. It explains about the site’s purpose. There shouldn’t be anything that disturbing the visitors while they learn about the site. Example 6 is actually a good place to put advertisements as my opinion. I think this site want to visitors to focus on its business only. Everything you can see on this site leads to their core business.
- E. OpenTable’s blog provides the excellent information about the restaurants or food industry. Also, restaurant reviews from users are mature and very informative. OpenTable spotlight offers weekly discount coupon, blog updates daily (on business day) and reviews are coming every minute. Updates very frequently. OpenTable spotlight is like its own version of GroupOn. Also OpenTable points program can create customer loyalty. F. Only thing that user can customize is “My Favorite”. User can choose the favorite restaurants and put them in “My Favorite”. So, next time they can find that restaurant easily. That’s it. It would be nice to customize the front page. For example, I would like to see actual Spotlight offers and my favorite restaurants’ reviews. Everything else can be stacked in the menu bar. OpenTable site doesn’t have any Flash or Java applets that users can interact with.
- Advertisement can be great additional revenue outside of core business. However, putting the advertisement on the wrong spot can hurt the business. I think OpenTable is testing to find out how much interruption can create by the advertisement. Cost of losing traffic from this landing page to main page is greater or lesser than cost of earning by the advertisement. Once they get the result, they will decide either they should post the advertisement on the landing page or not.
- C. Banner ad can distract the user’s attention from the website. OpenTable want full attention from non-member, so user can signs up and become a member. However, if user is already a member, they know what to do on the website. Even with distraction from the banner ad, the member will perform the business interaction. D.(a) Chandon- People usually make a restaurant reservation for dinner. And making a reservation mean it is important occasion. Grown ups meet for important reason to have a dinner, not all but many of them look for alcoholic beverage drink. Chandon is targeting them for this reason. (b) If we look at the demographic of OpenTable, females are over 50% and age 35+ are 60%. There is high chance of that they are on the appliance market. (c) Similar reason as Lowe’s. Everybody have to clean the dishes in the house. Who do the dishes most? Not the infants, not the teenagers. Adult human being! 95% of OpenTable demographic is adult. (and over 50% is woman.) E. OpenTable has the demographic who uses and buys a dishwashing detergent (adult female). Also, making a restaurant reservation does mean no cleaning dishes for that time, but they all have to clean dishes.