The document outlines strategies for optimizing a hospitality website to increase leads and sales, emphasizing the importance of continuous improvement based on business objectives and data analysis. It highlights tools like Google Analytics and AdWords for monitoring traffic sources, evaluating page performance, and measuring conversion goals. Additionally, it discusses the significance of tracking visitor behavior and using analytics reports to inform marketing strategies and enhance overall website effectiveness.

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

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.