Even after you have worked hard on search engine optimisation (SEO) at your hotel, you must run periodic analysis to track improvements. But with so much data available when analysing your hotel’s website statistics, it’s easy to focus too much on just conversion rates and hotel sales figures.
Understanding the importance of each data set can be challenging when you’re trying to gain valuable insight. To help with this task, here are some important metrics – that are sometimes overlooked – to give you crucial information about your website performance.
Hotel website conversion metric #1
Track your high traffic web pages
A good first step is to find out what your most popular website landing pages are – first impressions last! You want the highest ranking pages to be as attractive as possible, with relevant content for your prospective hotel guests and a clear call to action.
Think of your landing pages as your first job interview. If it’s interesting enough guests will check out other pages, if not you’ll lose them right there and then. If one of your most visited landing pages is your home page, make sure you provide enough information about your property such as star rating, location, property images, services offered, options to book now, and anything else that can showcase your hotel.
Hotel website conversion metric #2
Acquire actionable data from exit pages
As important as understanding where your traffic lands on your website is, you must know at what point you’re losing traffic too. Exit page statistics are very useful in finding key areas of improvement on your website.
For instance, it’s a bad sign if travellers are exiting from a page that’s involved in the your hotel’s booking process. Your website should be easy to navigate and give your guests flexibility to explore, it should also give them clear instruction and call to actions throughout your pages – leave no room for doubt.
