analytics intro jun09
DESCRIPTION
Introduction to Google Analytics for the hospitality industry (but really the same basics for almost everyone).TRANSCRIPT
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
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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.