Analytics Best Practice for the Travel IndustryPresentation Transcript
Data Monitoring & Insights Monitoring tools andanalytics best practice for the Travel industry
"Most people use statistics the way a drunkard uses alamp post, more for support than illumination“ Mark Twain
Google AnalyticsWorld’s most widely used analytics service - used on over 10 million websites
Default Reports• Real Time analytics• Audience demographics and behaviour• Traffic Sources• Viewed Content
Advanced Features• Internal Site Search• Goals• eCommerce• Filters and advanced segments• Dashboards• Custom Reports• Tagged emails, outbound links, PDFs and non-trackable pages
Goals in Google AnalyticsTypes of goals include:• Financial (eCommerce)• Demo/quote requests• Newsletter signups• Contact forms• …and many more
Google Analytics - Dashboards
Social Media Monitoring• Measure (some of) the impact of social on your website objectives• Can show you how webpages are being shared across social networks• Traffic from social sources as well as (limited) activity on those sources
Other Social Media Tools…
BrandwatchOne of the world’s leading tools for monitoring & analysing social media.
BrandwatchNot a free tool… but worth paying for as it gives high quality data.
TopsyA more basic (free) tool - useful for quick checks of trends
TweetarchivistStats for keyword usage on Twitter.
CrowdboosterShows reach through retweets and impressions.
MentionMappShows relationships to other Twitter users.
TweetstatsVarious stats on Twitter activity for your account.
TwittercounterShows follower growth, and predicted growth, over time.
TwitonomyComprehensive stats on your Twitter account.
FollowerwonkSearch Twitter bios to find influencers.
Other Data Collection Methods• Simple but effective• Make it easy for people to feedback• Can be in-depth surveys…• …or simple questions on the website
Competitor & Industry DataBenchmarking data is hard to find but can be useful (e.g. Mailchimp):
Seasonal FactorsSeasonal factors can play a big part in the amount of traffic andnumber of conversions that you get. Be sure to compare like for like(year-on-year) data where possible.
Real-time User DataWebsite visitors can be monitored in real-time using tools. They canbe segmented into groups depending on their individual behaviour.Privacy is a concern here so ensure you get permission from yourusers if you track their actions in this way.
Data AccuracyThe data is only any use if it’s accurate. Check and double checkall your figures!Any Facebook ads to this target audience would be a waste ofmoney.
Data PresentationBe careful how you present your data as this can be intentionally, orunintentionally, misleading. < A pie chart that adds up to 193%! Misleading scale >
Data PresentationIt’s probably best to visit your doctor if your heart rate is -20!
We’ve got a lot of Data……and that’s great!However, too much data can be overwhelming…
What to do with this Data• Work out what data is most important to you based on objectives• Analyse in detail rather than just looking at ‘headline’ figures• Begin to consider the ‘why’ rather than the ‘what’• Benchmark and track for improvements over time• Identify problem areas - areas for concern are high bounce rates, underperforming channels and negative mentions on social media
Pinpoint what the Issues areIf users are dropping out during a process, find which step they arestruggling with using funnels or a more detailed tool like ClickTale
Pinpoint what the Issues areIf the exact reason is unclear from the data alone, try a quick testyourself, ask your users directly or do some user testing.
Propose SolutionsOnce you have identified where the problem is, find a solution and test it
Get a Second OpinionLarger changes may require a second, unbiased, opinion.Tools like 5secondtest can help with this.
Get a Second OpinionTesters click to show their preference, and we have a clear winner…
User Testing45% of Companies aren’t conducting user testing…
A/B TestingDifferent versions of a design are shown on the live website to real users
A/B Testing Results
A/B TestingA/B testing is a great way to statistically prove which design variationswork best for your website, but remember… “Nobody has ever A/B tested their way to innovation!”
In Summary…• Use tools to get all the relevant data you need• Ask the right questions of your data• User testing, of some kind, is vital• Use A/B tests to monitor improvements• Don’t be put off by ‘failed’ tests• Small changes can make big differences• On-going process - Keep monitoring and improving• Always lots areas for improvements…• …but focus on those which have the maximum impact on the overall objectives of your website