5 Star London Hotels - Example Report

Transcription

1 5 Star London Hotels - Example Report January 2018

2 CONTENTS Your Benchmark Report Website Traffic Conversion Rates Ecommerce Performance AdWords Spend Your Traffic Index Your Conversion Rate Index Your E-commerce Index Glossary DOCUMENT OWNERSHIP This document is the property of 80 Days Ltd. No part of this work may be reproduced in any form or by any means in whole or in part without prior written consent of 80 Days Ltd.

3 YOUR BENCHMARK REPORT January 2018 This benchmarking report is designed to give you comparative data on your digital marketing activity. Your results are compared to the market average and displayed as a traffic light system; green is above average, red is below average. Hoteliers can use this report to identify opportunity. Where do you have the opportunity to improve your performance? The primary source of the benchmark data is Google Analytics. Whilst data integrity is high we cannot guarantee 100% accuracy. If you have any feedback or questions on your report please contact us at benchmark@eighty-days.com 3

4 WEBSITE TRAFFIC How do you perform in terms of visitor numbers and how receptive to your website are the visitors? Total Visits 48,909 48,886 Unique Visits 38,301 37,052 Traffic to Booking Engine 13.28% 25.07% Traffic to Accommodation 52.31% 47.43% 4

5 Traffic to Food & Beverage 47.67% 35.40% Bounce Rate: Desktop 26.80% 27.03% Bounce Rate: Mobile 51.72% 45.85% Bounce Rate: Tablet 35.40% 34.55% 5

6 CONVERSION RATES How well does your website and booking engine convert customers? Website Conversion Rate 0.26% 0.56% Booking Engine Conversion Rate 1.99% 2.08% Accommodation Conversion Rate 0.50% 1.15% Average Order Value 1,148 1,122 Average Daily Rate (ADR)

7 ECOMMERCE PERFORMANCE How much business do you drive direct and how does this compare to the marketplace? Ecommerce Revenue 148, ,413 Desktop Revenue Contribution 76.27% 77.14% Mobile Revenue Contribution 6.77% 10.72% Tablet Revenue Contribution 16.95% 12.14% 7

8 ADWORDS SPEND How much are you spending online in comparison to other hotels and how effective is your advertising? AdWords Campaign Spend 2,371 4,281 AdWords Traffic as % of Total 10.84% 13.68% AdWords ROI 14.6 : : 1 8

9 FEB 2017 MAR 2017 APR 2017 MAY 2017 JUN 2017 JUL 2017 AUG 2017 SEP 2017 OCT 2017 NOV 2017 DEC 2017 JAN 2018 Thousands of Visits TRAFFIC INDEX This section of the report tracks your traffic performance over time in relation to the hotel set. Your Index Score is a comparison to the hotel set as a whole, with a score of 100% being top and 0% being bottom. Total Visits Lower Quartile Upper Quartile This month's figures: 's Total Visits: 48, : 48, Upper Quartile: 44, YOUR INDEX SCORE 84% Lower Quartile: 17,

10 FEB 2017 MAR 2017 APR 2017 MAY 2017 JUN 2017 JUL 2017 AUG 2017 SEP 2017 OCT 2017 NOV 2017 DEC 2017 JAN 2018 Website Conversion Rate CONVERSION RATE INDEX This section of the report tracks your conversion rate performance over time in relation to the hotel set. Your Index Score is a comparison to the hotel set as a whole, with a score of 100% being top and 0% being bottom. Website Conversion Rate Lower Quartile Upper Quartile 0.86% 0.76% 0.66% 0.56% 0.46% 0.36% 0.26% 0.16% This month's figures: 's Conversion Rate: 0.26% : 0.56% Upper Quartile: 0.85% YOUR INDEX SCORE 21% Lower Quartile: 0.34% 10

11 FEB 2017 MAR 2017 APR 2017 MAY 2017 JUN 2017 JUL 2017 AUG 2017 SEP 2017 OCT 2017 NOV 2017 DEC 2017 JAN 2018 Thousands of GBP ECOMMERCE INDEX This section of the report tracks your ecommerce performance over time in relation to the hotel set. Your Index Score is a comparison to the hotel set as a whole, with a score of 100% being top and 0% being bottom. Ecommerce Revenue Lower Quartile Upper Quartile This month's figures: 's Revenue: 148, : 192, Upper Quartile: 242, YOUR INDEX SCORE 53% Lower Quartile: 84,

12 GLOSSARY Total Visits: Total number of visitors recorded to your website and booking engine in a given month. Unique Visits: The number of distinct individuals requesting pages from the website during a given period, regardless of how often they visit. Traffic to Booking Engine: The number of visitors, as a percentage of total visitors, who entered the accommodation Booking Engine. Traffic to Accommodation: The number of visitors, as a percentage of total visitors, who viewed accommodation based information. Food & Beverage Traffic: The number of visitors, as a percentage of total visitors, who viewed F&B based information. Bounce Rate: The percentage of visitors who exit your website having viewed a single page. Website Conversion Rate: The percentage of all visitors who made a reservation via your accommodation booking engine. Accommodation Conversion Rate: The percentage of visitors who viewed an accommodation page and made a reservation via your accommodation booking engine. Booking Engine Conversion Rate: The percentage of visitors who completed an accommodation reservation as a percentage of the total booking engine visits. Ecommerce Revenue: The total revenue placed online via your accommodation booking engine based on bookings made in a month (not consumed). This figure includes bookings that later cancel. Monthly AdWords Spend: The total amount of money spent with Google AdWords in a month. AdWords ROI: Monthly return on investment is based on a last click attribution model for all AdWords campaigns in your Google Analytics account, including non-accommodation. Your ROI will be higher if reporting via Google AdWords conversion tracking as this uses the first click attribution model. 12