Challenge

• Taco Mac has over 30 locations, supported by Olo online ordering, in the southeast specializing in wings and craft beers
• Google Analytics showed that the Olo ordering process needed to be optimized for the mobile web experience

Approach

• Analytics experts Empirical Path and branding and web design agency 3 Owl came together to rethink the online ordering experience
• 3 Owl created a mobile-first menu layout with the goal of driving sales, arranging top-selling items for greater visibility and increasing calls to action to order online
• Empirical Path leveraged Olo’s support for Google Tag Manager and its datalayer to customize tracking of menus on Taco Mac’s website and transactions via Olo
• Empirical Path created a Google Optimize A/B test to display the new menu design to half of menu viewers and measure the differences in order volume
• Empirical Path synced results with Google Analytics so that the client could analyze differences in lift by restaurant and menu category

Results

• Testing revealed a 27% increase in online ordering conversion rate thanks to the new 3 Owl design
• Since the A/B test, 3 Owl continued to optimize the menus, and online ordering sales have increased over 50% compared to the old menu

In This Case Study

• Taco Mac Restaurants
• Olo, Online Ordering System for restaurants (an Empirical Path Partner)
• 3 Owl Design Agency, Atlanta