Analytics Intro Jun09

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    Analytics Intro Jun09 - Presentation Transcript

    1. What is Your Website Doing Right Now? Using FREE Tools to Make Your Hospitality Website Do More Work
    2. Why we are here: To Get More Leads and Sales From Your Website
      • Increase qualified traffic
      • Encourage people to use your site -- use more pages, more easily
      • Collect more qualified leads
      • Conversions: Get more sales and actions we want from people
    3. A Continuous Process of Improvement
      • Start with your business objectives
      • Translate them into things you can achieve online
      • Monitor outcomes , make changes, and start over
    4. Some Ways to Use the Data
      • Discover where your traffic comes from and identify where you can (should) get more
      • Choose paid listings (like bbonline.com) based on traffic and conversions
      • Find out what pages visitors use and whether they like them - improve them if needed
      • Determine whether ads are effective
      • What keywords do people use to find you? Are they the right ones leading to sales?
    5. Why Google Analytics?
    6. Google Tools: Free, and Good
    7. Set Up Google Accounts
      • Begin with Basic Google Account - use one login for ALL Google services
      • Next set up AdWords account: this is a Pay Per Click ad account but you do NOT have to run ads
      • Then set up Analytics from the AdWords screen -- this makes any future AdWords tracking data automatic
      • Webmaster Tools
    8. Set Up the Basic Account
      • Click on sign in upper right corner
      • On the next screen either log in to your account or register for one
      • Registration requires a working email address that is permanent and assigned to account
    9. One Account, Many Services
    10. Install Analytics Tracking
      • Copy and paste tracking script onto EVERY page you want to track (your webmaster knows how)
      • Special cases
        • Multiple domains
        • Outbound “pageviews”
        • Flash, AJAX and other fancy stuff
    11. Analytics is Live!
    12. Define Your Site’s Objectives
      • Reservations
      • Submit contact form
      • Download brochure or other brand tool
      • Get telephone calls
      • Sign up for emails
      • Join us on social network
    13. Measuring “Goals” in Analytics
      • A Goal can be any page a visitor can view
      • Ideally: measure the THANK YOU page to an action you want the visitor to take
      • Analytics connects Goal attainment to other measures to help you see what works, what doesn’t
    14. Reservations: A Special Case
      • Jackrabbit : some reports from Analytics, plus Jackrabbit’s own data
      • Other reservation engines: You get their reports, but visibility in Analytics is usually limited
      • Some res engines will work with you to set up tracking
    15. Days Inn Morro Bay
      • Jackrabbit is a major referral and reservations source for Days Inn
      • By the numbers supplied in Jackrabbit report:
        • 517 clicks to site through April
        • 143 reservations yielding 197 room nights
        • Per reservation cost: $3.07
    16.  
    17. How Much Traffic?
    18. Trends and Comparisons!
      • Analytics can give you any time frame you want, compared to similar past period
      • Online data is NOT pinpoint accurate: look at the progress over time, comparisons between similar sources, and conversions
    19. Traffic Sources: Something You Can Effect
      • Direct : people who know you from offline marketing or email
      • Search Engines : Natural or Pay Per Click (paid) visitors - from a KEYWORD
      • Referring Sites : Inbound links sending traffic
    20. Traffic Sources Navigation
      • All major traffic sources listed in drop down menu
      • Note all 3 major source types: SE, Referral, Direct
      • Integrates AdWords PPC
      • See keyword source
    21. Referrals from Other Websites
    22. Referrals from Jackrabbit
      • Jackrabbit referrals have the URL: sanluisobispo-trips.com
      • Total referrals from the SLOCVCB is the sum of Jackrabbit + VCB website
        • Referrals from sanluisobispocounty.com = 358
        • Referrals from sanluisobispo-trips.com = 193
        • Total VCB referrals = 551
    23. Track Keywords
    24. What Content do People Use?
    25. Make a Monthly Traffic Report
      • See handout for one style
      • Analytics can generate reports instantly (see next slide)
      • What’s important about this:
        • Keep your attention on the results - KNOW if you are improving or not
        • Use the data to identify action items to add, change or drop
    26. Export Reports from Analytics
      • Make the report you want in Analytics
      • Export to PDF, CSV or other file type you want to use
    27. Issues in Analytics: Help
    28. Thank You! Remember: Internet Marketing rewards attention, persistence, and consistency.
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