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Open Table Site Evaluation
- 1. Restaurant Reservations Courtney Jones Midterm 18 October 2010
- 4. Without investing in PPC, Open Table is the first listing…
- 8. Has own mini search engine
- 9. Link looks important, and like it will have the best results because of its own search bar
- 11. Open Table should be featured in a sponsored advertisement, where users would see the link to learn that they can, not only make reservations for this restaurant, but also for many others around the country.
- 13. The word “reservation” should also be included in the link; for example www.opentable.com/slanted-door-reservations3rd Listing
- 15. Recommendations for your location
- 16. Designed for fewer clicks by using your own location with broad and shallow layout
- 18. Offers “Featured Areas” section, but unlike the search engine link, this site proves to have a narrow and deep architectureDoes not offer a “Sign Up” option, or, like on the search engine result site, does not offer the “help” option at the top right hand corner
- 20. The site also offers predetermined locations by using your own location, so that it can offer the user a personalized experience, and an easier navigation.
- 21. Neither the original nor the search engine result site contain advertising
- 23. The sites offer many links, three easy steps of use, and recommendations to the user
- 25. The site offers reservations to thousands of restaurants around the country, and even internationally
- 27. The search engine result link offers a search bar right in the link, this is a great utilization of technology
- 28. Coupon and Incentive Opportunity
- 29. Restaurants could provide an incentive to those users that make reservations using the site, this way users would want to return
- 32. This may also test to see which types of users the site delivers to, by seeing which ads gain a response
- 33. This will allow Open Table to create a user profile, which could allow them to determine which restaurants they should be aware of providing services for…
- 34. This would also give Open Table an ideaof which sites they could advertise on for themselves.
- 36. It does not display banner ads to non-members because users may think that the site is trying to sell them something, and first-time users may not understand the objective of the site
- 37. Chandron offers an incentive for those users making a reservation
- 38. Lowes advertises the newest appliances to Open Table’s high income users who may be interested in upgrading
- 39. Cascade offers a “Buy Now” button for cleaning supplies, which may be interesting to its female users
- 40. I would not choose to advertise on Open Table because many of its users probably do not cook as many meals at home, so would not have as many dishes a someone who would be cooking at home on a regular basis.
Hinweis der Redaktion
- Because most users will click on the main area of the SERP, there is not really a need for the sponsored links on this page. Open Table provides service to restaurants around the country, so users will ideally only need to use Open Table. Because one of the main reasons for using PPC is to highlight promotions and special offers, and there are not many promotions or offers to advertise for making a reservation, there is less of a need for the sponsored links at the top of the main area of the SERP. Open Table’s organic search result is already located in the prime spot for the most clicks, therefore, it is not necessary for the company to invest in PPC in order to advertise in a sponsored link section. Open Table is the very first organic link listed on the SERP. Because the very first words on the site are “Make restaurant reservations the easy way”, I feel that this helps the company earn the very first spot on the organic results. Also at the top of the page is: “Restaurant Reservations”, which are the exact keywords in the searched phrase.
- My favorite part of this link is that it has its own search bar at the end of the search engine result. I think this makes the link look like it is important. This is a good way for the site to advertise that it contains a lot of information and that users may use the site for many different restaurants. Having this search bar here also makes the site appear extremely user-friendly; the users haven’t even gotten to the site and can already navigate easily. Because the search engine result also lists links to restaurant reservations in cities around the country, users can immediately see that this site is not limited to one area. This means that users from around the country will benefit from the site!
- Open Table should definitely consider investing in PPC here on this SERP. Open Table provides the opportunity to make reservations at this restaurant, so users will be able to achieve what they searched for by using Open Table in this situation. Also, this could lead to these users coming back later and using Open Table when trying to make reservations for another restaurant in the future.
- By including the word “reservation” in the main heading and also the link, all keywords (Slanted Door restaurant reservations) would be included in the most important parts of the search engine results. This would allow for the result to show up even earlier on the SERP, maybe even first, before The Slanted Door’s link.
- When clicking on the Open Table link from the Google search, the user is directed toward this page, shown here with several screenshots. This site is meant to be personalized to the user. To do this, the user is directed to a site with their own predetermined location and restaurants relevant to that location. The site is set up with a broad and shallow architecture for those users directed to this page, by requiring fewer clicks to get the user to their desired destination; this is perfect for first-time users. For example, if I were searching for “restaurant reservations” on Google, and did not know what Open Table was, this link would take me to a very easily navigated page. Because I am located in San Francisco, and the link already takes me to a San Francisco relevant page, I do not have to figure out how to navigate through the original site to locate the San Francisco restaurants. Another way the site makes this link a little more personal, is by adding recommendations with the “You Might Like” section. The language used here, especially the word “You”, really makes the user feel special. Instead of using the word “Recommendations”, the user sees the word “You” which really helps the user relate with these recommendations.
- At first glance, the original site (just typing in www.opentable.com in your browser) appears to be much less personalized. Although the site does provide “Featured Areas”, the user must click through many more links and learn to navigate through the site in order to benefit from all of its services. It does lay out three easy steps for the user at the top of the page; “Find a restaurant >> Choose a table >> Book online”, yet underneath this, it states that there are 14,000 restaurants on the site, and 160 million diners. This could be a little intimidating to a first time user of the site, who might think that they are now going to have to sift through thousands of restaurants until they find not only those in their location, but those that they are interested in. This site seems to be targeted more toward a familiar user of the site. This site, compared to the search engine result link, has a narrow and deep architecture, requiring much more links to reach the desired destination.At the top right hand corner of the search engine result site, there is an option to sign in, a link to the mobile site, and a help option. This original site only offers a “sign in” option, therefore a new user might have trouble figuring out how to register as a user. This is definitely not a good thing for first-time users, who may not figure it out, resulting in them not returning to the site in the future.
- These two sites are designed to create an exceptional experience for the user. Users are able to make restaurant reservations at their own convenience from their personal computers and their mobile devices. Because of the sites ability to use the users’ location, it cane create a very personalized experience for the user, which will, hopefully, draw the users attention and they will want to come back to the site in the future. Neither of the two sites contain advertising. I believe that this is because the site features over 14,000 restaurants and over 160 million diners. There is not a particular type of food that the site delivers to, nor is there any particular restaurant. It would be difficult to determine which companies would advertise on the site. It is also a free service for online and mobile users, therefore, Open Table is not looking to create revenue from its users. Advertising other restaurants on the site would also deter users from using Open Table, and might convince some users to go straight to the restaurant’s site when trying to make a reservation.
- The site is very user-friendly, especially the search engine result site. The site also offers content for thousands and thousands of restaurants, so there is something for each user to benefit from. I would think that the company would want to improve its original site to be a little more user-friendly to its first time users, like the SERP site, although without the predetermined location. By highlighting reviews on the site, the site could attract an entire new audience, one looking for recommendations to restaurants in their area. It would be a sort of Yelp feature, which would be interesting to users who already use Yelp, but could now make reservations at the same time.