How to analyse website conversion metrics effectively?


Even after you have worked hard on search engine optimisation (SEO) at your hotel, you must run periodic analysis to track improvements. But with so much data available when analysing your hotel’s website statistics, it’s easy to focus too much on just conversion rates and hotel sales figures.

Understanding the importance of each data set might be challenging when you’re trying to gain valuable insight. Here are some crucial metrics – that are sometimes overlooked – to give you important information about your website performance.

1. Track your high traffic web pages

A good first step is to find out what your most popular website landing pages are – first impressions last! You want the highest ranking pages to be as attractive as possible, with relevant content for your prospective hotel guests and a clear call to action.

Think of your landing pages as your first job interview. If it’s interesting enough guests will check out other pages, if not you’ll lose them right there and then. If one of your most visited landing pages is your home page, make sure you provide enough information about your property such as star rating, location, property images, services offered, options to book now, and anything else that can showcase your hotel.

2. Acquire actionable data from exit pages

As important as understanding where your traffic lands on your website is, you must know at what point you’re losing traffic too. Exit page statistics are very useful in finding key areas of improvement on your website.

For instance, it’s a bad sign if travellers are exiting from a page that’s involved in the your hotel’s booking process. Your website should be easy to navigate and give your guests flexibility to explore, it should also give them clear instruction and call to actions throughout your pages – leave no room for doubt.

3. Maximise engagement on your website

When it comes to online traffic, focus on quality over quantity. ‘Bounce Rate’ is an essential metric to analyse your traffic quality and engagement levels. You can measure the percentage of visits in which the user had no interaction with the page and left the website. 

If you find you’re running a hotel marketing campaign with high bounce rates, check that the landing page has relevance to your campaign, and that your audience segmentation is correct, as you may be delivering paid advertising or emails to the wrong people.

Read more: Hotel rebranding: what are the challenges?