Capturing data is just one component of the analytics process. The real challenge is figuring out what you want to measure, how to measure it and how to interpret your results based on the goals of your campaign. Here are a few types of analysis designed to help you measure various results:
Selecting source / medium as your primary dimension will help you identify where your visitors are coming from. Site traffic will be driven from all kinds of places including email campaigns, organic Google searches or paid Google ads, Bing, and social media to name a few. Knowing where your visitors are coming from will help you understand where you should be putting your time, energy and money.
This type of analysis helps you determine whether your bookings are being made on mobile or desktop or tablet. This will help you better understand the behavior of your customers and the effectiveness of your website on the various devices modern travelers use to book their accommodations. Learn more, watch the webinar.
This is where you can track what visitors are doing once they get to your site. How long are users staying on each page? How high is your bounce rate and which parts of your site seem to be the most commonly bounced off of? Having this information will alert you to any issues your site may be having such as slow load times, vague calls to action, or hard to navigate user experiences.
Keep in mind: Always make sure that your paid campaigns are driving people to the appropriate webpage. If they click on your ad and land somewhere that doesn’t feel relevant they will leave and Google charges more for visits to an irrelevant page.
Expert tip: Make sure to set the select traffic source or device source as your secondary dimension to the correlation between bounce rate and device used to browse your site. If most of your bounces are coming from people who went to your site on their mobile device, you might want to look at the mobile responsiveness of your page.
How about a play by play? Watch the webinar.
What can I do about high bounce rates?
- Improve readability
- Check page speed load times
- Avoid unnecessary pop-ups
- Include a prominent call to action
- Consider using better keywords and more targeted landing pages
Watch the webinar for a more detailed explanation.