WSH&LA
October 11, 2004

Sample Reports

Page Views

Bounce by Entry

Bounce by Referrer

Referrer Conversion

Keyword Conversion

Home

Goals of Examining Web Stats:

Determine the effectiveness of homepage

• Ratio of visitors on homepage VS rooms/rates page.  This number is typically between 40% and 60%.  A low number is an excellent indicator of an unappealing homepage.  Another explanation is unqualified traffic.

• Examine "bounce rate" of pages within website, to find under performers within the website.

Improve  navigation's effectiveness

• Examine the pages viewed by your visitors.  Are there important pages not being viewed?  Perhaps the links to these pages need to be given a higher priority.  

• What pages are viewed the most often?  Make sure those are extra easy to find.

Determine Effectiveness of Marketing

• In the past, innkeepers could only analyze how many visitors a specific website or search engine sent to the site without determining the "quality" of those visitors.  The new generation of trackers will monitor those visitors as they move through you website and provide "ROI" analysis of your referrers.

Tips:

• Create a "jump page" to your booking engine in order to monitor how many folks leave your website to visit the booking engine.

• Create a "thank you" page for your reservation requests that tracks visitors.