Shanghai Dimsum Web Audit

First Glance:

  • Austin-based, Traditional Chinese Homemade Dim Sum, low to moderately priced. 
  • Website landing page consist of a Home tab, ‘About’ tab (could use some expanding into history, location, emphasis on social media handles), and front-end ordering tab, (could be separated further into a informative menu to add when selecting entrees), and possibly a contact/subscribe page with forms to gain more information on customers and use in possible promotional email campaigns containing coupons, special deals, or other marketing material. Connecting to Facebook to order entry adds a tailored element for repeat customers.
  • Web and Social Media Analytics tracker unknown, will have to inquire if any email campaigns or marketing materials are currently being used.
  • SEO and SEM also unknown, or whether it is in the budget.
  • Facebook link are lacking an attached URL to social media
  • Lacking current promotions (i.e. all you can eat dim sum) on their website, and don’t know if they have any others, such as daily specials.
  • Attaching a live feed with social media handles (Facebook, Yelp reviews, Twitter) might be useful to keep people up to date with schedule changes, new entrees, holiday hours, etc.
  • Possibly add a Carousel slideshow with images of the offered entrees on the landing page. 

Audit Criteria:

  1. Authority
    • Authorship: Copyrighted by Shanghai Chinese Restaurant
    • Contact Information: Email Address and Phone Number clearly stated at the bottom of the landing page, Social Media handles are present, but only the yelp button is accessible.
    • Site Builder seems to support either Hubspot or SquareSpace.
  2. Purpose
    • Content is supported by the backstory of the chef to promote high-end dim sum at a reasonable price, but the background of the restaurant or owners could be emphasized more.
    • No main audience is specified, other than towards people looking for Dm Sum in the metropolitan Austin area. Google Analytics may help with identifying a target audience and their buying habits.
    • Site is organized into three main sections: Landing page, About page, and product order page. Simplistic, but bare bones. Could have more emphasis on their company culture and informative menu page for the uneducated customer in order to offer more content and convert buying behavior.
    • Links are appropriate for the restaurant industry, Yelp & Facebook links for further information. Reservation drop down menu to easily schedule.
    • Links check out. Facebook URL needs to be reattached to the respective button. Reservation drop down menu is slightly awkward and needs fine tuning.
    • Domain is your basic .com URL.
  3. Coverage
    • The website doesn’t make claims to whether it is comprehensive or selective in who it wants as a customer base to be, but it seems to be comprehensive since it has its offerings for anyone to choose from.
    • As formerly mentioned, the site only lists its menu by a picture, product, and price without any description which may confuse potential customers into ordering something they wouldn’t like. Adding different options like gluten-free or vegan options can appeal to certain demographics may give value to certain entrees for being unique and appealing to customer segments. Additionally, adding a downloadable PDF-version of the menu could also be used as a marketing material and metric for customer leads/conversions.
    • Website value in comparison to competitors would require additional information of related restaurants, industry influencers (i.e. COVID-19), and industry as a whole. Based off of Yelp related searches, restaurants like Bao’d Up, Bamboo Bistro, and Beijing Wok might be researched as comparisons. Also use of data analytics could open a window into possible search inquiries that could be up for SEO/SEM bids.
    • Links are redirected to their appropriate destination, but some need to be updated.
    • Other than their social media CTA’s being updated, all information is linked to their relevant sites.
  4. Currency
    • Current information that is presented is a website with only necessary information required to create buyer inquiry and purchase.
    • When it was placed on the web is currently unknown, but seems like it has been some time since certain links are no longer in use.
    • The last revisions are also unknown as an outside party with no administrative power.
  5. Objectivity
    • There is no particular information bias to be seen.
    • Information is heartfelt, offering a background on their chef to reflect an image of a homemade dim sum restaurant. The restaurant is also dated back to 2008 to provide that they have been a concrete institution in Austin for over 10 years.
    • Other than one or two unsavory Yelp reviews, the unpaid advertising for Shanghai does not conflict with the content.
    • Overall, the site is trying to explain who they are, inform customers of their Asian Fusion offerings, and persuade/sell a variety of Chinese Dim Sum and Szechuan entrees.
  1. Accuracy
    • Reliability: With Shanghai Dim Sum being in the business for more than 10 years and having 467 Yelp reviews with an overall 3.5/5 ranking, the company seems reliable.
    • From the information given on the website and other third-party references, Shanghai’s information is accurate when it comes to being a reputable Dim Sum/Asian Fusion restaurant.
    • Grammar/Spelling/Composition checks out.

Final Take:

  1. Finding an ultimate objective of what Shanghai wants to accomplish is optimal and will derive certain business goals. Certain elements include:
    • Shanghai is an established dim sum restaurant in Austin for over 10 years. This gives a good idea of maturity, relevance, and market, but what is their audience?
      1. Focus on running analytics geared towards new vs. returning visitors.
      2. When determined, choosing a focused campaign that focuses on the more profitable of the two segments. Returning: CRM/Email Campaigns. New: Possibly SEO/SEM/Promotional Campaigns.
    • Although having a formatted website, there can be room for improvement.

Ultimate Objectives:

  1. Highlight the Food.
  • Emphasis on daily specials or their all-you-can-eat dim sum carts over the company website can develop more engagements/traffic for them.
  • Tweaking their to-go menu with a descriptive and easy-to-use shopping cart application.
  1. Highlight its Audience.

What Shanghai lacks is it’s targeted market, who is it?

  • Having a comprehensive map of who is buying dim sum in Austin is crucial in determining what can be done to bring more people into Shanghai. This can be derived from an extensive look at who is going to their restaurant on an individual level through Google Analytics, social media monitoring/procurement.
  • Determine a target market to measure how they are finding information. Optimize the website to make it have seamless navigation while furthering efforts on email or SEO campaigning would help with conversions.

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