Your monthly performance report provides you with insight into how your website is performing and can help you identify any problem areas for improvement. Confused by your website performance report? This article has everything you need to know to see the full picture of how your website is performing.
1) Visits
This is the number of visits to your website in the last month. This refers to individual visits to your website, which means it could include multiple visits by one user.
If a user returns to your website after 30 minutes (or more!) of inactivity, it is counted as a new visit. Those visits can occur just 30 minutes later, or over several days or weeks later.
In Google Analytics: Google Analytics calls visits to your site “sessions.” You can see the number of sessions in Google Analytics by navigating to Audience -> Overview from the left menu bar.
2) Purchase Intent
By “purchase intent,” we mean the percentage of traffic to your vanity website that were converted into possible leads by being funneled to your booking engine. On this report, purchase intent is the percentage of visits (#1) where a travel shopper clicked the Book Now button and were directed to your booking engine. Once you’ve got them there, the higher your chance of conversion.
In Google Analytics: Purchase intent is called “Goal Conversion Rate.” You can see the number of Goals and Goal Completion Rate in Google Analytics by navigating to Conversion -> Goals -> Overview from the left menu bar.
3) Leads
Leads are the number of times visitors clicked over to the booking engine link on the website, anywhere you have a link to it on your website. They left your site as a lead, however, it does not necessarily mean they booked.
4) Estimated Revenue
Estimated revenue is calculated by multiplying the number of leads (as identified in #3) by your Average Daily Date (ADR) and Average Length of Stay (ALS) and an industry average conversion rate of 4%.
To increase the accuracy of your estimated revenue and better track your ROI, get in touch with your dedicated Success Coach. Providing your Success Coach with a monthly revenue report from your hotel will help us more accurately track your site’s performance.
In Google Analytics: The estimated revenue is called “Goal Value.” You can see it in Conversion -> Goals -> Overview from the left menu bar.
5) Leads – Last 6 Months
This is the same information as #3: the number of leads generated from your site, or the number of times a visitor clicked over to your booking engine, tracked over the last six months. This will give you a big-picture view of how your website is performing month over month.
In Google Analytics: You can see the Goal Completions graph by navigating to Conversions -> Goals -> Overview from the left menu bar.
6) Acquisition by Channel
Acquisition by Channel is a breakdown of where on the web the visitors to your website are coming from. The graph shows the percentage of the overall visitors each “channel” has generated.
7) Channels
The table shows the number of visitors, as well as the number of leads (exits from the site to your booking engine) generated by each channel.
Organic Search – Traffic coming to your website from search engines queries on sites like Google, Yahoo! and Bing. This is the traffic generated by your targeted SEO strategy and the on-page optimization implemented throughout your site.
Direct – Traffic coming directly to your website, either through typing in your website’s URL or a bookmark.
Social Network – Traffic who followed a link from social networks like Facebook, Twitter, Google+ or LinkedIn.
Referral – Traffic coming from other websites that link to your website. Note that if you have your Wi-Fi landing page set to your website, it will be tracked as “referral” traffic.
Depending on your marketing efforts, you may see other categories as well.
Paid – Traffic coming from paid search networks like Google AdWords or Bing Ads.
Email –Traffic coming from the links in emails, especially if you have a newsletter campaign.
Other – This may include a variety of sources, including TripAdvisor.
In Google Analytics: You can see the Acquisition by Channel by navigating to Acquisition -> Overview from the left menu bar.
8) Acquisition by Device
This chart shows the different technologies people are using as they land on your website.
You will typically see a wide range of devices, which is why it’s so essential that your vanity website is mobile and tablet responsive. Your Vizlly website has a seamless experience across all devices.
Desktop – All desktop computers (Apple, Windows, etc.)
Mobile – All mobile devices (Apple, Android, Google, etc.)
Tablet – All tablet devices (iPad, Surface, etc.)
Again, the table breaks down how many visitors came from each type of device, as well as how many leads (visits to your booking engine) were generated by those visitors.
In Google Analytics: You can see the Acquisition by Device by navigating to Audience -> Mobile -> Overview from the left menu bar.
9) Time on Page
Time on Page is the average amount of time users spend on your website each time they visit it. A typical “time on page” is around a minute and a half to two minutes.
In Google Analytics: Time on Page is referred to as the “Average Session Duration.” You can see the Time on Page (Avg. Session Duration) metric in Google Analytics by navigating to Audience -> Overview from the left menu bar.
10) Bounce Rate
A user who lands on your website, views only one page and then leaves is called a “Bounce”. So, the bounce rate is the percentage of all single page visits to your website.
The industry average bounce rate for hotels is anywhere from 40 to 60%. Your vanity website’s success is measured based on leads, therefore if someone views only one page and immediately exits to your booking engine, that will increase the bounce rate—which isn’t a bad thing if they’re still a lead!
However, a very high bounce rate indicates that the content may not be relevant or engaging enough to the traffic your website is bringing in. Your bounce rate is one of the key metrics that helps us evaluate the quality of your traffic.
In Google Analytics: You can see the Bounce Rate by navigating to Audience -> Overview from the left menu bar.
11) Top Viewed Page
Excluding your homepage, this is the most viewed page on your website.
In Google Analytics: You can see the Bounce Rate by navigating to Audience -> Overview from the left menu bar.
12) Top 5 Viewed Pages
This table shows the top 5 viewed pages visited on your website, excluding your homepage. This gives you an overview of what pages are resonating most with travel shoppers, information you can leverage into new promotions, long-term strategy, and more.
In Google Analytics: You can see your top performing pages by navigating to Behaviour -> Overview from the left menu bar.
13) Top 5 Locations Driving Traffic
This table shows you the top 5 locations of visitors to your website. Knowing where people are searching for your hotel gives an indication of what kind of travel shoppers your website and property are currently targeting and can inform a new direction for your property or website.
If you have a lot of visits from France, for example, you may want to provide a French translation to your Success Coach to be added to your Vizlly website. If you have a high number of visitors from your immediate area, you may be attracting a lot of last minute travel shoppers, and a “Last Minute Promotion” may help turn those visitors into leads.
In Google Analytics: You can see top cities by navigating to Audience -> Overview from the left menu bar, and then selecting “City” under Demographics in the main viewing panel.
If you have any questions about the numbers in your Website Performance Report, don’t hesitate to reach out to your dedicated Success Coach.
Comments
0 comments
Please sign in to leave a comment.