OpenTable Analysis
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Internet Marketing Midterm -SFSU Fall 2010

Internet Marketing Midterm -SFSU Fall 2010

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  • 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.

OpenTable Analysis Presentation Transcript

  • 1. MKTG 469 Midterm Fall 2010 Sang Lim
  • 2. 1. Google SERP restaurant reservations
      • Why are there no sponsored links in the main section?
        • Not a popular keyword.
        • Not enough related businesses.
            • (Low keyword search)
      • Opentable.com should invest in PPC?
        • No, they shouldn’t
        • There are not enough competitions.
        • They are listed the first listed organic search.
    (#1 organic search result) Sang Lim SFSU fall 2010 MKTG 469
  • 3. 1. Google SERP restaurant reservations
      • Identify one ‘on-page’ optimization tactic you found that OpenTable likely used to earn these SEO results.
        • Daily update on OpenTable blog.
        • OpenTable blog contents lead to the
        • restaurant reservations page.
      • Identify one ‘off-page’ optimization tactic you found that OpenTable likely used to earn these SEO results.
        • Meta/ description and keyword
        • Specific description and keywords
    Sang Lim SFSU fall 2010 MKTG 469
      • What do you think of the first organic result and its unique presentation in the main results section?
        • Accurate search result.
        • It allows choose which city version of OpenTable on the search results.
        • Able to search within the OpenTable.com on Google search results.
  • 4. 1. Google SERP Slanted door restaurant reservations Sang Lim SFSU fall 2010 MKTG 469
      • Do you think OpenTable should invest in PPC so that they’re listed in the main section as a sponsored link for these restaurant-specific type of searches?
        • No. There are simply too many restaurants.
        • Slanted door restaurant reservations system is already powered by OpenTable.
      • How could OpenTable enhance its SEO to improve the organic results on this SERP to get a higher listing?
        • Create a blog contents that related to Slanted door restaurant.
        • Insert Slanted door in the Meta-keyword.
  • 5. 2. Content Website Home & Landing page
      • Describe the content and design differences between the two pages.
      • Why would OpenTable have these two different pages based on how the visitor navigated there?
      • If users is new to the site and come …
        • … without using search engine, they aren’t fully aware of site. It is good to introduce them what this site is about
        • … through search engine, they used keywords that related to site. So, they are aware of the site.
    Example #3 Example #4 Full functional OpenTable site based on S.F bay area. Guide users to different city version’s of OpenTable. Complicated design Simple design Website design assumes that users know about the site. A simple bold sentence explains about the site. Offers a lot of information related to core business. There is no other information other than core business.
  • 6. 2. Content Website Home & Landing page
      • Identify 2 content website ‘site objectives’ and explain why you’ve noted them.
        • OpenTable spotlight – Discount coupon offer
        • OpenTable Diners’ Choice- Restaurant review community
      • Why do you think there is no advertising on these two pages?
        • No distractions to users.
  • 7.
      • Based on the ‘10 Reasons for Returning to a Site’ identify 3 things that observed OpenTable is doing right.
        • High-quality contents
        • Updated frequently
        • Coupons and incentives
      • Based on the ‘10 Reasons for Returning to a Site’ identify 2 things that you think OpenTable could do better?
        • Customizable contents
        • Cutting-edge technology
    2. Content Website Home & Landing page
  • 8. 3. Online Advertising Home Page
      • What do you think OpenTable is testing between these two pages?
        • Distraction to the users by the advertisements.
        • Extra revenue by the advertisements.
      • What could OpenTable learn by testing this? What would they do after they received the results of the test between the two pages?
        • Extra revenue is worth the distraction to the users.
        • Decide either put the advertisement or not.
  • 9. 3. Online Advertising Home Page
      • Why does OpenTable serve banner ads for members, but not for non-members?
        • Members get less distracted by the banner ads.
        • New comers can focus more on the website.
      • Why do you think these three marketers chose to advertise on OpenTable?
        • Chandon
          • Dinner with alcoholic beverage is common .
        • Lowe’s- Frigidaire Gallery
          • Female and age 30+ are big portion of demographic. There is high chance for them to looking for a appliance.
        • Cascade
          • Age 30+ are big portion of demographic. There is high chance for them to looking for a dishwasher detergent.
      • If you were the VP of marketing at Cascade. Would you have chosen to advertise on OpenTable.com?
        • Yes, I will totally do it.
        • OpenTable demographic.