<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>In this study, we aimed to investigate the financial implications of website performance on restaurant visitor traffic. It is crucial to address the current challenges faced by the restaurant industry, such as decreasing diner numbers due to rising prices, which can have a negative impact on the financial results of companies. Recognizing the significance of maximizing profitability, especially for small businesses operating in a highly competitive industry, we sought to explore the potential of website performance as a driver of increased visitor traffic and daily menu sales. We conducted a two-month field experiment in which we measured morning website visits and daily lunch menu sales for a restaurant with a slower website and one with a quicker website. However, we did not find any statistically significant increase in visits to the restaurant as a result of improving the website’s speed. We conclude that there may be other ways to improve daily menu sales beyond website speed. The restaurant industry is highly competitive, and small businesses in particular need to carefully consider how to allocate their resources in order to maximize profitability. The results of our study suggest that investing in website redesign as a means of increasing visitor traffic may not be the most effective tactic for small restaurants. Our research highlights the importance of conducting experiments and gathering data to inform decision making, as it can help small businesses in the restaurant industry to make more informed choices about how to allocate their resources. By understanding the factors that do and do not impact sales, small restaurants can make more informed decisions and achieve their business goals.</p>
</abstract>

In this study, we aimed to investigate the financial implications of website performance on restaurant visitor traffic. It is crucial to address the current challenges faced by the restaurant industry, such as decreasing diner numbers due to rising prices, which can have a negative impact on the financial results of companies. Recognizing the significance of maximizing profitability, especially for small businesses operating in a highly competitive industry, we sought to explore the potential of website performance as a driver of increased visitor traffic and daily menu sales. We conducted a two-month field experiment in which we measured morning website visits and daily lunch menu sales for a restaurant with a slower website and one with a quicker website. However, we did not find any statistically significant increase in visits to the restaurant as a result of improving the website’s speed. We conclude that there may be other ways to improve daily menu sales beyond website speed. The restaurant industry is highly competitive, and small businesses in particular need to carefully consider how to allocate their resources in order to maximize profitability. The results of our study suggest that investing in website redesign as a means of increasing visitor traffic may not be the most effective tactic for small restaurants. Our research highlights the importance of conducting experiments and gathering data to inform decision making, as it can help small businesses in the restaurant industry to make more informed choices about how to allocate their resources. By understanding the factors that do and do not impact sales, small restaurants can make more informed decisions and achieve their business goals.

The impact of website performance on business sales

School of Business Administration in Karvina, Silesian University in Opava

Financial Internet Quarterly

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The impact of website performance on business sales"}

In this study, we aimed to investigate the financial implications of website performance on restaurant visitor traffic. It is crucial to address the current...

The impact of website performance on business sales

Published Online: Mar 19, 2024

Page range: 81 - 91

Received: Dec 06, 2023

Accepted: Mar 11, 2024

DOI: https://doi.org/10.2478/fiqf-2024-0007

Keywords
Decision Making, Experiment, Restaurant Industry, Sales, Website Performance

© 2024 Tereza Ikášová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The impact of website performance on business sales

Published Online: Mar 19, 2024

Page range: 81 - 91

Received: Dec 06, 2023

Accepted: Mar 11, 2024

DOI: https://doi.org/10.2478/fiqf-2024-0007

KeywordsDecision Making, Experiment, Restaurant Industry, Sales, Website Performance

© 2024 Tereza Ikášová et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Decision Making, Experiment, Restaurant Industry, Sales, Website Performance