Software as a service
For restaurant software: when owners shop for tools, and which pages win them.
Restaurant software is bought by owners and managers who work service, so they tend to shop in the gaps between services, often on a phone. Tally shows when they visit and when they pay, and ties each subscription to the page and source behind it.
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01How they sell
- SubscriptionMonthly plans per location for ordering, reservations or menus; groups with several locations add each one as it opens.
- One-offSetup and onboarding fees, or a pack of QR table cards, charged once beside the first month.
02Payments it reads
- StripePlans billed through Stripe subscriptions and invoices; added locations, renewals and refunds are read.
What Tally can't read
- Diners' orders and the payments restaurants take through your product are the restaurant's money, so they aren't read as your sales.
- Card terminals and hardware sold through a reseller or financed by a third party aren't read.
- Plans billed through a POS platform's partner marketplace, rather than your own account, aren't read.
- Deals your sales team closes by phone and collects outside Stripe aren't counted.
03Where buyers come from
- SearchOwners search for commission-free online ordering, a reservation system or a QR menu close to the moment they need one.
- Restaurant owner groupsOwners trade recommendations in groups and forums; links in those posts can open in an app's in-app browser.
- POS integrationsA listing in a POS provider's integration directory brings restaurants already using that system.
- Sales repsReps who visit restaurants leave a link or a QR code; a UTM on it gives each rep's visits a campaign.
- Hospitality pressTrade newsletters and blogs mention tools in roundups, sending a few readers who own restaurants.
04What Tally answers
When do restaurant owners actually look at software?
Peak hours lays out visits and sales by weekday and hour. For people who work lunch and dinner service, those hours may look nothing like office hours, and the view names the busiest three only when the data supports it.
Peak hoursDo owners decide on a phone?
The device breakdown shows visits and revenue for mobile, desktop and tablet, so you can see whether owners pay on the phone they found you on or come back on a laptop.
Sources with revenueWhich towns are our new restaurants in?
The visitor list shows where each visitor is, found from their IP before it is dropped, with their source, pages and what they paid, so a cluster of sign-ups in one city stands out.
Visitors and journeysDoes the demo button or self-serve sign-up bring more paying restaurants?
Make both goals with data-fast-goal; the goals view gives each one's completions, converting visitors and their revenue, side by side.
Goals and funnelsHow much traffic comes through in-app browsers from owner groups?
Readable Direct reads visits with no referrer and labels those opened inside apps such as Instagram as in-app browsers, apart from typed addresses and shared links.
Readable Direct
05Numbers worth watching
- Conversion
- Paying visitors over all visitors, worth comparing between phone and desktop visits for an audience that browses on the go.
- Median time to buy
- The median time from first visit to first payment, which grows when a demo call sits in between.
- Revenue by source
- Revenue behind search, owner groups, POS listings and each rep's campaign.
- Refunds and chargebacks
- Refunds and chargebacks by source; a restaurant that cancels in the first weeks may never have finished setup, and the source shows where those come from.
06An example
Busiest on Mondays, 14:00–17:00
2.1× the visits of an average three hours. Post around Mon 13:00 to be there as they arrive.
Shades are each hour's average over the times this period holds it, so a weekday that comes round five times doesn't outshine one that comes round four. The totals beside and below are the period's actual sums, not averages.
07Setting up
- Any HTML siteAdd the tag to the marketing site's head, including the pages for each kind of restaurant you serve.
- StripePut the visitor's id into the Checkout Session's metadata when an owner signs up online, and call identify with their email so plans your team sets up later can link.
- Give every sales rep's leave-behind link or QR code its own UTM campaign.
08Questions
Do the orders our restaurants take count as our revenue?
No. Orders and payments that diners make go to the restaurant. Tally reads only the payments restaurants make to you for your plans.
Our reps sign restaurants up in person. Can those sales link?
If the owner visited your site and gave their email to an identify call before, the Stripe payment links by email with medium confidence. Otherwise it is counted as unlinked, never guessed.
Can we watch visitors arrive during a trade show?
Yes. The live view shows who is on the site now, on a globe or a flat map, with where each visitor came from.