CRO breakdown of Craver's restaurant self-ordering kiosk lead generation and pricing page. Expert SaaS conversion analysis by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
The headline lands on the two numbers every restaurant owner tracks simultaneously: revenue per order and labour cost per transaction. “Take More Orders” speaks to revenue growth; “With Lower Costs” speaks to margin protection. Together, they frame the Craver kiosk as a solution to a dual problem rather than a single-benefit technology purchase.
The dark hero background with orange CTA buttons creates high visibility for the conversion action without the clinical feel that restaurant owners often associate with enterprise software. Orange is Craver’s brand colour and maps to the food service aesthetic — warm, energetic, and action-oriented.
“Craver is trusted by over 1,500 restaurants” near the hero is a scale signal that reduces the adoption risk anxiety a restaurant owner feels before deploying new technology. 1,500 restaurants is enough to signal mainstream adoption; it’s no longer an experiment being run by early adopters.
The page shows three distinct benefit sections with real restaurant photography alongside each: optimise your staff costs, increase average order size by up to 20-40%, and reduce wait times and boost table revenue. Each section is a standalone business case for a different type of restaurant owner concern. An operator focused on labour costs reads the first section and sees their problem solved. An operator focused on revenue reads the second and sees a specific uplift figure. An operator managing peak-hour wait times reads the third.
Structuring benefits this way — as separate problems solved, each with photography that grounds the claim in a real restaurant environment — means the page can convert visitors with different primary motivations without requiring them to map generic features to their specific situation.
This statistic mid-page repositions the kiosk decision as urgent rather than optional. A restaurant owner serving a young adult customer base now sees the kiosk not as a technology experiment but as a customer expectation that their competitors may already be meeting. That shift — from “should I try this?” to “can I afford not to?” — is one of the most effective conversion mechanisms available in B2B technology pages.
The section showing the kiosk running on a standard iPad — with a branded case and mount — removes the most common objection to kiosk adoption: hardware cost and complexity. “Turn Any iPad Into a Craver Kiosk” tells the operator that they may already have the hardware. The software is the only new investment required. That reframe converts operators who dismissed kiosks as requiring expensive dedicated hardware.
The "Your Kiosk, Designed To Your Brand" section — showing customised menus with restaurant photography, brand colours, and food imagery — answers the aesthetic concern that food-forward operators have about technology that looks generic. A kiosk that looks like the restaurant's brand rather than a generic white-label terminal is far more likely to be deployed prominently, which maximises the conversion uplift from the technology investment.
The pricing table names each tier by restaurant growth stage rather than by feature set: Start ($49), Scale ($99), Thrive ($199), and Lead (Contact Us). That naming convention tells the restaurant owner which tier was built for their current situation before they’ve read a single feature. An operator opening their first location selects Start. A growing multi-location chain considers Lead. The stage-based framing reduces cognitive load at the pricing decision moment — the visitor doesn’t have to evaluate features against their needs, because the stage name has already done that mapping.
"Pricing tables that name tiers after customer stages — Start, Scale, Thrive — convert at higher rates than those that name tiers after feature counts — Basic, Pro, Enterprise. The stage name does the self-selection work before the visitor reads a single feature. They identify with 'Scale' or 'Thrive' emotionally before they evaluate rationally. That emotional identification primes the purchase decision."
The scale counter and recognisable QSR brand logos — Able, Booster Juice, and others — signal that Craver is established technology rather than an unproven startup. For a restaurant operator who cannot afford technology downtime during service hours, scale proof is the first trust gate.
Every benefit section uses actual restaurant environments — kitchens, service counters, diners at tables — rather than generic technology stock photography. Real hospitality photography tells the operator “we understand your environment” before any product claim is made.
The “20-40% increase in average order size” and the demographic statistic give the page verifiable proof of impact. For a restaurant owner who will evaluate any technology investment against its return, specific metrics convert better than qualitative claims.
"Restaurant SaaS pages that use hospitality photography — actual food, actual service environments — convert at a different rate to those that use software UI screenshots alone. Restaurant owners are visual people running visual businesses. A page that speaks their visual language — warm food photography, recognisable service contexts — creates an immediate sense that the product was built for their world, not adapted for it."
The page runs dual conversion paths: a “Book a Demo” CTA for operators who want to see the product before committing, and direct “Start Now” links on each pricing tier for operators who are ready to proceed immediately. This dual-path structure captures both consideration-stage and decision-stage visitors without requiring them to move to a different entry point.
The “Let’s Get Started” closing section with a demo request form provides a final conversion opportunity for visitors who scrolled the full page — which, for a restaurant operator evaluating a technology investment, may represent their most qualified prospects.
The "Orders Delivered Direct to Your POS" section showing Craver's Square POS integration removes the integration concern before the prospect has to ask about it. A restaurant owner who has built workflows around Square will not switch to a kiosk that disrupts those workflows. Showing POS compatibility on the page eliminates the objection that would otherwise require a sales call to resolve.
“Restaurant X added £12,000 in monthly revenue within 60 days of Craver deployment” is a conversion claim that an ROI-focused operator can hold against their own revenue projections. Specific named case studies convert B2B technology buyers at significantly higher rates than general metrics.
Moving the POS integration claim — visible in the current page but below the fold — into the hero sub-headline would eliminate the integration concern for the large proportion of restaurant operators already using Square. Removing that concern earlier accelerates the conversion journey.
For restaurant operators hesitant to commit even $49 per month without proof of results, a 30-day free trial would convert cautious leads into active users. Once the kiosk is deployed and the operator sees the average order size data in their own restaurant, the conversion from trial to paid is straightforward.
Craver Kiosk scores 85 because the dual headline addresses two distinct operator concerns simultaneously, the stage-based pricing table reduces cognitive load at the decision moment, the iPad-based hardware claim eliminates the most common adoption barrier, and the demographic statistic reframes inaction as a risk rather than a neutral choice. The dark and orange palette is appropriately food-service in its energy. The score sits at 85 because named case studies with specific revenue data are absent, the POS integration claim is below the fold rather than in the hero, and a free trial offer is missing for operators who need proof before committing to even a starter plan.
Browse more restaurant technology and SaaS examples in our landing page examples gallery. For related reading, see our guide to B2B Landing Page Examples.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
This principle influences visitor behaviour and supports the page's conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
Giving something valuable first (free guide, tool, audit) creates an obligation to reciprocate.
Restaurant owners evaluating a kiosk for the first time need the page to answer three questions before they'll engage: Will it work with my existing setup? Will staff accept it? And will it actually increase revenue? Craver's page answers all three directly — 'Turn Any iPad Into a Craver Kiosk' removes the hardware concern, the optimise your staff costs section addresses the labour question, and the '20-40% increase in average order size' metric answers the revenue question. A page that pre-empts all three concerns converts at significantly higher rates than one that leads with features alone.
Restaurant SaaS pricing tables convert best when they distinguish between tiers by restaurant stage rather than just feature count. Start / Scale / Thrive / Lead framing tells a restaurant owner which tier was designed for their current situation, not just what they'll get at each price point. The entry tier at $49 creates a low-barrier first step that captures owners who want to test before scaling. The Contact Us tier signals that large operators get bespoke treatment — which prevents enterprise-scale prospects from assuming the platform isn't designed for them.
A demographic statistic that matches the restaurant's customer base converts better than a general efficiency claim. Restaurant owners serving a predominantly young adult customer base recognise immediately that their customers are already expecting self-ordering options — the kiosk isn't an experiment, it's catching up with customer expectation. That reframe shifts the decision from 'should I try a kiosk?' to 'how quickly can I deploy one before my competitors do?' The statistic makes the cost of inaction visible rather than leaving it implied.
Client logos on a restaurant SaaS page perform a specific social proof function: they answer 'have operators like me trusted this?' For a restaurant owner evaluating a technology vendor, seeing logos of familiar QSR brands and established food service operators signals that the platform has been stress-tested in real restaurant environments. The logo bar needs to be curated toward operators the prospect will recognise — brand names in the food service sector that carry weight with the target buyer segment.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
Get a Free Consultation Or browse more examples →
Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design
"Restaurant technology pages that lead with labour cost savings convert a different type of owner than those that lead with revenue increases. The labour message speaks to operators under margin pressure — which is most of them. The revenue message speaks to growth-oriented operators. Craver's headline does both in five words, which is why it catches a wider cross-section of the restaurant owner audience."