In a previous article, we gave you the 8 key performance indicators (KPI) to monitor the efficiency of your website. Here we give you other tools and KPIs to deepen the analysis of your hotel website’s performance.
NB: This is an article from Cendyn, one of our Expert Partners
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Your website is the pillar of your online marketing and sales strategy, and measuring its results is crucial to adjusting your online sales strategy. We detail for you the essential performance indicators (KPIs) to track and optimize your website and ultimately increase your online bookings.
Measure and analyze your web traffic
Traffic acquisition channels
Here we are talking about acquiring new visitors. There are 6 main online traffic acquisition channels that complement each other in a global marketing strategy and each has its advantages:
- Organic referencing: it is essential to have an SEO (Search Engine Optimization) optimized site so that it naturally rises to the top of the search results. The content and links of your website must meet the quality criteria used by search engines for referencing. It requires technical skills but it brings traffic in the long term.
- Digital advertising (metasearch, search ads, display ads, social ads): here we group together campaigns on metasearch, SEA (Search Engine Advertising), or paid search, social media ads, and display ads, i.e. advertising banners present on Google’s partner sites. A fast and targeted way to reach qualified travelers, although it requires a good knowledge of advertising tools and strategies to get a good return on investment.
- Emailings and newsletters: they require tools and time but generally bring a good conversion rate. Very useful for the loyalty of your existing customers, for example, to encourage them to return to your hotel. You can also automate some of these emailings to save time. Campaign automation can both save you time and lower your customer acquisition costs.
- Referrals: they are all the sites/forums that talk about you. You can work on this by contacting sites or the hotel press, by collecting reviews, and by taking care of your e-reputation.
- Direct: visitors who arrive on your site by entering your domain name in their browser or visitors whose origin cannot be tracked by Google.
- Social networks (organic): easy to set up, there is only a human cost related to the time spent creating regular content. The publication and animation of social networks require a real strategy to optimize the visibility of your hotel.
Number of new sessions
In Google Analytics (a free analysis tool), you can observe the number of new sessions, i.e. first visits to your website by a new user. The percentage of new sessions is an estimate of the rate of first visits to your website.
Thus, you are able to see if you are attracting new visitors to your website. This allows you to know if your site is well-ranked and visible on search engines. In addition, if you are running advertising campaigns, you will see if your site’s promotion is attracting new prospects.
However, the navigation of Internet users is cross-platform and complex. This is why it is difficult for Google to identify with precision if a user has already come to your site or not, so this indicator must be put into perspective.
