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Web Analytics for Travel, Tourism and Hospitality
Analytics provide the hard figures on which you will base your decisions and strategies. Our Web analytics software will take the raw data from your Web site server logs and turn it into reports that tell you how your site is doing. They tell you how many visitors you're getting, what pages they're viewing and not viewing, and when. They tell you if traffic on your site is growing or not, and if so at what rate. This kind of information allows you to take action based on facts and figures and track the changes and what effect they have.
Conversion rate is THE most important metric and there are many places in a site where conversion can fail. You need to be able to tell where that is happening and take corrective action. A standard set of measurements that can be tracked over time allows you to determine if your changes made a difference. Your Return On Investment (ROI) will only improve if you use the metrics.
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Traffic is good, but conversion is better. For both organic and PPC search, the objective is to prequalify site users to increase the likelihood of sales, and maximize the return on Internet marketing investment. Having a higher click rate isn't always the best ROI. There is no intuitive way to know that these keywords would be so different in their conversion rate. Analysis of the statistics is the difference between paying $8.72 or $0.54 for a conversion. (Actual client data)
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Conversion Analysis
Vacation Rental Site
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| Keyword |
new hampshire vacation rental |
nh vacation rental |
| Cost Per Click |
$1.09 |
$0.18 |
| Clicks |
40 |
12 |
| Total Cost |
40 x $1.09 = $43.60 |
12 x $0.18 = $2.16 |
| Conversions |
5 |
4 |
| Cost/Conversion |
$8.72 |
$0.54 |
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Having numbers is not enough. Do you know what to do with them? Analytic programs and all the data they produce are only as useful as the questions you ask. ACRO will take those statistics, ask the right questions, and give you the answers you need. |
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