How to maximize restaurant WiFi splash pages

Estimated read time: 3 minutes



I frequently log into free WiFi at restaurants, airport lounges, other institutions – like healthcare. And usually they make me acknowledge the lengthy terms of service, which are usually behind a link that I bet hardly anyone clicks on.

But they also have people’s attention and why not draw on it in a meaningful way? Users are already on the page, because they want your free WiFi.  So there are so many opportunities to keep them further engaged.

Just make sure it’s relevant.

For example, redirecting traffic to some highly unrelated page is not relevant. And even worse: Reporting the numbers of that page having increased! Um, sure, but that’s now where they wanted to go at all! Accidental engagement and traffic isn’t that useful for anyone.

For restaurants, coffee shops and the likes I like share buttons. I was reminded of that idea when I was way early for a lunch at Ecco Buckhead, Atlanta. I logged in and was greeted by the different network buttons to follow them (I think!). The click didn’t work and I didn’t wait for it and moved on to actual work.

 



I have written about how companies ask for reviews in their establishments before, though I can’t find it. I’ve seen flyers over urinals and other places where people look in restaurants that ask: Please leave a review on Yelp, Facebook, etc. etc.

And many of us know the difficulty of people jumping channels. It’s much harder to get people to jump from an offline print product to an online component. Think QR codes. Nice idea, but hard to get people to use.

http://www.christophtrappe.com/qr-codes-usage/

How to optimize a WiFi flash page for engagement

Of course, it always depends on your goals, but let’s assume most businesses – including ones that offer free WiFi – want reviews and other marketing. And with Facebook now even sending people notifications of others writing reviews, reviews matter!

So, instead of asking people to follow us on all the networks, why not offer them a chance to share their experience.

Facebook

If your goal is Facebook reviews, just link them to the Facebook review page. Here’s how that looks for the Chicago Marriott Suites, where I was staying when I was writing this:

https://www.facebook.com/pg/marriottsteord/reviews/?ref=page_internal

If your goal is to check in on another service, link to that. Most everything can be linked to now. If you want them to tweet about you, use a tool like the Click to Tweet function I use on here and that creates this:

I see this ask offline all the time:

If you want people to leave a review on Yelp, link there.

If you have a ratings page on your website, link there. I have this page where I accept reviews from speaking engagements.

Reviews then get pulled into my speaking page:

 

Goals matter for everything in digital marketing

As always, figure out your goal first, and then update the page based on that. Of course, if you want to grow following on all those channels, that might be a goal, but from numbers I’ve seen across many verticals few people actually follow accounts that way. Many more follow while on a network. That’s why targeted Facebook campaigns on Facebook work to grow Facebook following.

Try new things with your splash page. Re-evalute every 3-6 months at longest, measure the project and try something new.

Using it to encourage people to share they are visiting or to even leave a review might be worth trying. Keep in mind that people likely would get the page at the beginning of their visit so first impressions matter! And/or figure out a way to add a popup or later notification to ask for the review. If you ask for an email follow up with a message asking for it later.

Things to consider as you are thinking of maximizing your channels toward your business goals.