What is Your Website Doing Right Now?

Using FREE Tools to Make Your Hospitality Website Do More Work

June 2009 2© The Net Sells 2009

Why we are here:To Get More Leads and Sales

From Your Website

Increase qualified traffic Encourage people to use your site -- use

more pages, more easily Collect more qualified leads Conversions: Get more sales and actions we

want from people

June 2009 3© The Net Sells 2009

A Continuous Process of Improvement

Start with your business objectives

Translate them into things you can achieve online

Monitor outcomes, make changes, and start over

June 2009 4© The Net Sells 2009

Some Ways to Use the Data

Discover where your traffic comes from and identify where you can (should) get more

Choose paid listings (like bbonline.com) based on traffic and conversions

Find out what pages visitors use and whether they like them - improve them if needed

Determine whether ads are effective What keywords do people use to find you?

Are they the right ones leading to sales?

June 2009 5© The Net Sells 2009

Why Google Analytics?

June 2009 6© The Net Sells 2009

Google Tools: Free, and Good

June 2009 7© The Net Sells 2009

Set Up Google Accounts

Begin with Basic Google Account - use one login for ALL Google services

Next set up AdWords account: this is a Pay Per Click ad account but you do NOT have to run ads

Then set up Analytics from the AdWords screen -- this makes any future AdWords tracking data automatic

Webmaster Tools

June 2009 8© The Net Sells 2009

Set Up the Basic Account

Click on sign in upper right corner On the next screen either log in to your account or

register for one Registration requires a working email address that is

permanent and assigned to account

June 2009 9© The Net Sells 2009

One Account, Many Services

June 2009 10© The Net Sells 2009

Install Analytics Tracking

Copy and paste tracking script onto EVERY page you want to track (your webmaster knows how)

Special cases Multiple domains Outbound “pageviews” Flash, AJAX and other fancy stuff

June 2009 11© The Net Sells 2009

Analytics is Live!

June 2009 12© The Net Sells 2009

Define Your Site’s Objectives

Reservations Submit contact form Download brochure or other brand tool Get telephone calls Sign up for emails Join us on social network

June 2009 13© The Net Sells 2009

Measuring “Goals” in Analytics

A Goal can be any page a visitor can view Ideally: measure the THANK YOU page to an action

you want the visitor to take Analytics connects Goal attainment to other

measures to help you see what works, what doesn’t

June 2009 14© The Net Sells 2009

Reservations: A Special Case

Jackrabbit: some reports from Analytics, plus Jackrabbit’s own data

Other reservation engines: You get their reports, but visibility in Analytics is usually limited

Some res engines will work with you to set up tracking

June 2009 15© The Net Sells 2009

Days Inn Morro Bay

Jackrabbit is a major referral and reservations source for Days Inn

By the numbers supplied in Jackrabbit report:517 clicks to site through April143 reservations yielding 197 room nightsPer reservation cost: $3.07

June 2009 16© The Net Sells 2009

June 2009 17© The Net Sells 2009

How Much Traffic?

June 2009 18© The Net Sells 2009

Trends and Comparisons!

Analytics can give you any time frame you want, compared to similar past period

Online data is NOT pinpoint accurate: look at the progress over time, comparisons between similar sources, and conversions

June 2009 19© The Net Sells 2009

Traffic Sources: Something You Can Effect

Direct: people who know you from offline marketing or email

Search Engines: Natural or Pay Per Click (paid) visitors - from a KEYWORD

Referring Sites: Inbound links sending traffic

June 2009 20© The Net Sells 2009

Traffic Sources Navigation

All major traffic sources listed in drop down menu

Note all 3 major source types: SE, Referral, Direct

Integrates AdWords PPC

See keyword source

June 2009 21© The Net Sells 2009

Referrals from Other Websites

June 2009 22© The Net Sells 2009

Referrals from Jackrabbit

Jackrabbit referrals have the URL: sanluisobispo-trips.com

Total referrals from the SLOCVCB is the sum of Jackrabbit + VCB websiteReferrals from sanluisobispocounty.com =

358Referrals from sanluisobispo-trips.com =

193Total VCB referrals = 551

June 2009 23© The Net Sells 2009

Track Keywords

June 2009 24© The Net Sells 2009

What Content do People Use?

June 2009 25© The Net Sells 2009

Make a Monthly Traffic Report

See handout for one style Analytics can generate reports instantly

(see next slide) What’s important about this:

Keep your attention on the results - KNOW if you are improving or not

Use the data to identify action items to add, change or drop

June 2009 26© The Net Sells 2009

Export Reports from Analytics

Make the report you want in Analytics Export to PDF, CSV or other file type you

want to use

June 2009 27© The Net Sells 2009

Issues in Analytics: Help

Thank You!

Remember: Internet Marketing rewards attention, persistence,

and consistency.