Google Analytics offers a wealth of data on the people who are landing on your website and how they’re engaging with your content once they land there. But knowing which metrics to focus on and pulling all this data together into an actionable marketing plan is not always easy.
In today’s blog, we’ll look at 2 ways your hotel can use Google Analytics to gain valuable insights on the performance of your website and how you can use this information to tailor your marketing efforts for greater success.
1. Identify which pages are driving most bookings
One of the most valuable reports to analyse is the performance of each page of your website when it comes to the number of bookings it generates. We recommend running a report that gives data on each page’s performance for organic sessions during a certain date range.
Analyzing the performance of each page of your hotel’s website with the organic segment enabled is a great way to discover if your authority is increasing site-wide, or just for a couple of pages. When you analyse the report and compare the data against different date ranges, you’ll be able to see which pages are driving lots of conversions as well as those which may be contributing to a loss in conversions.
Once you’ve pinpointed the poorly performing pages, you can put together an action plan to resolve any issues that may be causing the problem. Perhaps it’s only one page that’s not performing? In that case, a quick assessment at page-level should reveal the improvements that need to be put in place. If the majority of your website’s pages are not converting, you could have some more serious structural SEO issues on your hands.
Don’t forget to take Google updates into account when examining your data. By using the annotations tool to add a note for any new algorithm update that gets rolled out, you’ll be able to identify the factors that influence rise and fall in organic performance more quickly.
2. Analyse the difference between mobile and desktop
You know by now that making your website mobile friendly is essential if you don’t want to lose out on the millions of Smartphone users planning their breaks online. Once you’ve ensured that mobile users can actually access your site, it’s important to understand how they’re interacting with it.
There are a lot of different mobile metrics which can help you uncover how mobile users are engaging with your content, but perhaps the most important one to focus on is bounce rate on mobile devices. By identifying those pages of your website that generate the highest bounce rate, you can analyse each page in turn to see what kind of action needs to be taken to improve user experience and keep mobile guests on your site for longer. It’s also useful to compare mobile bounce rate against desktop bounce rate for any particular page. If the bounce rate for a page is much higher for mobile than on desktop, you know it needs to be fine-tuned to create a better user experience on a small screen.
Just because you’ve made a mobile version of your website doesn’t mean you can get away with skipping the data. Mobile is too important to get wrong. Take time to look beyond the traffic figures into the data that reveals how your audience are actually interacting with your website so you can create the best possible user experience across all devices.
Getting to grips with analytics data will help you make informed decisions to get even more targeted with your hotel’s online marketing campaigns.
How does your hotel use Google Analytics? Let us know in the comments below!