Measuring Success Online

Transcription

1 Measuring Success Online

2 Tracking and Reporting 1. Risk without measurement is dangerous Internet is well suited to measurement and tracking Once installed tracking allows you to analyse if your website is delivering and how to improve performance. 2. Website measurement options Most common is Google Analytics - It is FREE.

3 Tracking and Reporting Key Metrics to Measure Visits Number of times your website was visited in a period of time. Page views Number of times your website pages were viewed in a period of time. Unique visitors Real number of unique visitors to your site in a period of time. Traffic sources What websites your traffic is coming from to get to your site Conversions Specific actions your users do on your website to convert to leads or sales Bounce rate Percentage of visitors to your site who leave the page without doing anything further.

4 Google Analytics To install Access to your websites files A Google account An address Once inside Access dashboards provides overview of key metrics Standard reports real-time statistics; audience overview; traffic sources; Content; Conversions

5 Google Analytics Understanding the Reports Reports can include: How many visitors to your site daily, weekly, monthly Where they traffic is coming from (Traffic types) Where they are coming from including country and region How long they are spending on the site Create your own reporting goals to measure your marketing efforts

6 Social Media Insights Tools

7 Insights Tools on Social Media Platforms To install Built into most common social media platforms First claim your domain by associating it with your social media Page or Account Some channels set a minimum fan/follower limit to access Insights Once inside Measurements on your pages performance Find anonymous demographic data on your audience See how people are discovering and responding to posts Interpreting Reports Total Fans how many people are interested in us Total Engaged Users how many people have engaged with us Monthly Reach how many people have seen my posts/ads/comments 7

8 Insights Tools on Social Media Platforms 8

9 Monitoring your online reputation

10 Online Reputation Management Common websites that allow reviews for travel: Tripadvisor Google + Truelocal Yelp Cruise Critic Facebook and other social media outlets allowing experience sharing

11 Online Reputation Management Monitoring what is being said Google Alerts You can monitor what people are saying about you on the internet. Includes: Press coverage Reviews Your own site Trip Advisor

12 Management Centre on TripAdvisor To install No installation required. TripAdvisor Management Centre available when you Register your business and claim the listing Once Inside Manage Your Reviews Know what customers are saying and post replies Access free marketing tools Manage your TripAdvisor Page New Property Dashboard New Express Review 12

13 Measuring Value in Online Distribution

14 Online distribution Where are your bookings coming from? Where are your bookings coming from? Your website; VIC; Wotif; Phone; Travel Agents How much is each sale costing you? Commission; listing fees; membership fees What is the average commission you are paying? Generally 10-30% retail agents; 20% wholesalers; 30% inbound tour operators

15 Online distribution - Calculating your cost of sale 1. Origin of the Booking Where your guest made the booking Postcode and country of the guest Dollar value of the booking Commission you paid for the booking 2. Distribution Channels List all distribution channels and note the commission %age for each 3. Make sense of the numbers Create a table with rows for each channel Columns per channel will include No of bookings; Income (Sales less commission); Fixed costs (fees etc); Variable costs (commissions); Total costs (Fixed + variable costs); Cost to market per booking (Cost to market/number of bookings) 4. Analyse the numbers How much does each distributor generate for you each month Average cost to market per booking for each distributor

16 Exercises & Resources

17 Exercises Write down 5 measurable goals and metrics that you could measure, that would help you make better business and marketing decisions about your website. Complete the table to understand the value of your distributor channels No. of Bookings Income (Sales - Commn) Fixed Costs Variable Costs Total Costs (F + V) Cost to market per booking (Total cost / No of Bkgs)

18 USEFUL LINKS RESOURCES To create a Google Alert to listen to online commentary about your business To access Google Analytics to track and measure your website performance For information on the Australian Tourism Data Warehouse and current distributors Get Connected/ATDW registration page Tourism e-kit free digital educational tutorials for the tourism industry in Australia

19 Tourism E-Kit tutorials Reporting & Tracking Tutorial 36 Google Analytics Tutorial 37 TripAdvisor for tourism Tutorial 46 ATDW Tutorial - Tutorial 31 19

20 20