How To Use Google Analytics For Your Hotel Business
The depth and breadth of information Google Analytics providers to marketers is enormous, making it one of your best friends when marketing your hotel business with measurable results. It is an indispensible tool for your conversion rate optimisation (CRO) but, with so many reports and oceans of data to dive into, how can you make the most of this ultra powerful tool? The key is to become comfortable and familiar with a few of the more useful reports and then, determine how you can stack this data up to help you gain useful insight into your hotel website and marketing campaign’s performance- thus providing plenty of opportunity for your hotel digital marketing agency team to refine and further improve performance.
Google Analytics really comes into its own when it’s used to drive improvements in conversion rate optimisation thanks to its detailed reports and easy data visualisation. Read on to discover our suggestions for ways to turbo charge your hotel business performance using Google’s flagship Analytics service.
1. Measure your Bounce Rate
This is vital for evaluating how long users are looking at your website and giving you a good indication of whether the content is grabbing (and holding) their attention. Google Analytics allows you to break the bounce rate down by page – but a good starting point would be to look first at important landing pages (such as special rates or packages) or the hotel homepage, as that’s generally the first port of call for many organic visitors. For hotels, the pages outlining different rooms or add-on options is also a great indicator of your content’s effectiveness. Study your bounce rate on these pages carefully to help you understand where and why your visitors are leaving before making a reservation or booking.
2. Keep track of your Time On Site
Bounce Rate is closely linked with measuring the Time On Site. Google Analytics allows you to use these two report types in conjunction to build a clear narrative as to your customer’s key priorities and experiences navigating your website prior to making a booking. If they’re lingering for a particularly long time on any particular page, you can mine the data to find out whether this is a usability issue, or whether they are just engrossed in gazing at what you’re offering!
3. Study your In-Page Analytics
This is a Google Analytics add-on tool useful for measuring specific activities, page by page. This data is very helpful when assessing which elements of a specific page are of particular importance to visitors. With this knowledge to hand, you can then build your optimisation around those key elements.
4. Check New VS Returning Visitor Data
Breaking audience types into new and returning visitors allows you to carefully assess the differing activities of these two groups. This can be exceptionally helpful in determining how your activities are gaining traction with these segments, and allows you to adapt and develop your strategy accordingly.
Gone are the days when marketers could simply send an idea out into the world and hope for the best. Now, everything must be measurable and quantifiable. With Google Analytics, you will be well on your way to crafting content which provides real results for your business.
Digital Hotelier is the premier hotel digital marketing agency. Get in touch with us today on to discuss how we can help you use Google Analytics to achieve your RevPar goals.