MAKING YOUR WEBSITE WORK FOR YOU
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- Jessica Gilmore
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1 MAKING YOUR WEBSITE WORK FOR YOU A fun whistle-stop tour HELEN LAING & PETE STEVENS BY CLOCKWORK MARKETING
2 THE TEAM
3 FULL SERVICE HOSPITALITY MARKETING
4 LET S TALK ABOUT How well is your website really working? Getting good at Google Conversion turning lookers to bookers! The long game data collection following the GDPR apocalypse
5 HOW WELL IS YOUR WEBSITE REALLY WORKING? Key benchmarking metrics to look for
6 GOOGLE ANALYTICS What you can measure AUDIENCE BEHAVIOUR The people who visit the site What they do on the site 12,000 Age Browsing 10,000 Gender Searching 8,000 Device Activity 6,000 Interests 4,000 2,000 ACQUISITION How we get them to the site CONVERSIONS How they perform tasks 0 Monthly Revenue Social Goals Ecommerce SEO Adverts
7 WEBSITE OBJECTIVES Setting up for success GOALS AUDIENCE OBJECTIVES PERSONAS AND KPIs FUNNELS ECOMMERCE AQUISITION SEGMENTS EVENTS BEHAVIOUR PLANNING ANALYTICS SET-UP TRACKING AGAINST OBJECTIVES DEEP DIVE INSIGHT
8 WEBSITE FUNNEL Example visitor conversion Measure of digital marketing 100% Arrive on website 74,570 Measure of site engagement 48% Browse 3+ pages 35,898 Measure of site engagement 23% Start booking 16,841 Measure of booking engine 2% Enter personal details 1,134 Measure of booking engine 1.3% Complete booking 947 or 268,822
9 TOP OF THE FUNNEL Google Search performance measurement A B C D E F G H I J K L M N O P Q R S T U Clockwork Clients Other properties
10 START BOOKING How many people click here? More than 20%? What about here? More than 20%?
11 INCREASING INTENTIONS Edinburgh Hotel Clockwork start digital marketing Dec-17 Jan-18 Feb-18 Mar-18 Apr % % visit availability 25.0% 20.0% 15.0% Clockwork launch New website 10.0% 5.0% 0.0% Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Average 4% Average 16% Average 21%
12 WEBSITE ENGAGMENT Performance measurement Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H Hotel I Hotel J Hotel K Hotel L Hotel M Hotel N Hotel O Hotel P Hotel Q Hotel R Hotel S Pages per session Avg session duration Bounce
13 BOUNCY 59% 69% 80%
14 What are you? Attraction Leisure park Hotel Wedding venue Restaurant Gift voucher provider Golf club B2B
15 DEVICES AND INDUSTRIES (SEGMENT) 80% 70% 60% 50% 40% 30% 20% 10% 0% Mobile Desktop Tablet
16 MARKETING CHANNELS 80% 70% 60% 50% 40% 30% 20% 10% 0% Organic Search Adventure Park Direct Referral Social Paid Search Total annual online revenue 1.1m % Users % Revenue
17 MARKETING CHANNELS 80% 70% 60% 50% 40% 30% 20% 10% 0% Organic Search 4 Star Hotel Direct Social Referral Paid Search Total annual online revenue 0.9m % Users % Revenue
18 Three questions to ask your web or marketing agency: 1. Do you have ecommerce tracking or relevant goals set-up in Google Analytics? 2. How many visitors start a booking/goal? 3. Why is my bounce rate the level it is?
19 GETTING GOOD AT GOOGLE Essential tips to help you rank better in searches
20 WHAT IS SEO AND WHY DO IT? Search Engine Optimisation (SEO) is a marketing technique which helps increase the quantity and quality of the traffic to your site. Each year, Google changes its search algorithm around times. Continuous optimisation of new and existing pages is necessary to maintain the ranking performance of specific keyword phrases. Great optimisation is required to perform better than your competitors.
21 DEVICES (AGAIN) Four search types 1. Desktop 2. Desktop maps 3. Mobile 4. Mobile maps
22 DEVICES (AGAIN)
23 JUNE 2018 #heatwave
24 JUNE HSTS Header update Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Hotel A Hotel B Hotel C Hotel D Hotel E
25 SITE SECURITY
26 Three questions to ask your web or marketing agency 1. How are you measuring SEO performance? 2. How can you make my desktop and mobile site faster? 3. Is my site secure (SSL certificate)?
27 CONVERSION Turning lookers to bookers
28 CONVERSION Tracking when someone takes an action on your website that you've defined as valuable to your business. Made a purchase Booked a table/treatment/ticket Watched a video Subscribed to your newsletter Downloaded a PDF/brochure Visited a certain page (e.g. prices ) Spent a specific amount of time on your site (e.g. 3 minutes)
29 THE NO-BRAINERS Make it mobile-friendly Speed it up
30 ENSURE MESSAGE MATCH Across all platforms Your website Your booking engine Booking.com etc.
31
32 SIMPLIFY, SIMPLIFY, SIMPLIFY 28% of customers abandon online purchases because they were frustrated with the long checkout. Take out irrelevant steps Remove upsell pages Reduce the number of room types Pare down as much as you can
33 LET S TALK ABOUT IT Chats 2,997 Revenue 20,983
34 RE-MARKETING
35 Three questions to ask your web or marketing agency 1. What goals are we tracking? 2. Can you show me what my booking funnel looks like? 3. Can you help me with remarketing?
36 THE LONG GAME Data collection following the GDPR apocalypse
37 #1: PROMINENT SIGN-UP
38
39 #2 COMPELLING MESSAGING at every opportunity On your website At booking stage (if online) In confirmations At check-in At WiFi login In-room Where appropriate, consider making a clear yes or no essential. For example:
40 #3 DON T GET GREEDY 2,695 Step Step 2 2,343 Abandon 86%
41 #4 REWARD ENGAGEMENT
42
43 HOSPITALITY MARKETING SEMINARS For more secrets & top tips Tuesday 20 th November Southampton Harbour Hotel Tuesday 29 th January Manchester Tuesday 26 th February Our beautiful utterly barny office in Devon Grab your event discount!
44
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