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My Site is Live - Now What? 360 Analytics Edition...



Your site is live and now it’s your turn to take control of your digital marketing! Attend webinars, review our forums, and engage with other BookingSuite users.

This self-training approach will ensure you are set up for success using the BookingSuite system.

Please note: 360 Analytics is a feature that is not available for all subscriptions. If you are interested in learning more about how to make data-driven decisions, please contact suitehelp@booking.com

In 360 Analytics you are able to analyze your traffic through various channels. This allows you to see how potential guests search and use your site in different ways when using a desktop vs. a mobile device vs. your Facebook application. You can choose between the different channels in the left column of 360 Analytics - All, Website, Mobile or Social. All will give you a general overview of the traffic across all devices. Website will show you the specific statistics and traffic when the site is being viewed on a desktop computer. Mobile will show the same data, but for visitors viewing the site on a mobile device. You will see analytics under Social if you have added the Facebook app to your Facebook page. This will show how many people have viewed the app, how many people have clicked on the website link from the app and how many people have viewed the rooms in the app. Being able to see how visitors search while on various platforms of the site can help you optimize your marketing efforts to ensure your website is converting traffic for you.

                                 

Visits

The Visits section of 360 Analytics give you an in-depth look at the traffic that comes to your site. Visits will show you how people found your site through searches or links from other sites. You are able to narrow it down to the various channels to see specifics of visits on desktop, mobile and social.

Looks
The Looks section of 360 Analytics will give you insight on people who clicked on your “Book Now” or “Reservations” button. This area will let you see your conversion from Visits to Looks and which pages the person clicked on the reservations button. In the website, mobile and social channels you can see how the visitor got to the site originally by seeing the traffic sources.

Books
You will only see Books in 360 Analytics if you are using the BookingSuite Booking Engine, a 3rd party sync or have attached the reservations data code to the confirmation page of your booking engine. To add the reservations data code go to Settings > Reservations and click Generate Code. Copy the code that appears and send this to your booking engine company. They should add this to confirmation or thank you page of the booking engine. If you are using the BookingSuite Booking Engine or a 3rd party sync, you will see a dollar amount and if you have implemented a code, you will see a numerical amount.

Bounce Rate
Your bounce rate reflects the amount of visitors to your site who view your site and then immediately leave before choosing to view other pages for any number of reasons. An average bounce rate for the hospitality industry is 50%, while average BookingSuite users see around 35%. Naturally, a lower bounce rate is preferable as the lower your bounce rate, the more potential customers are taking the time to learn more about your business and explore the site. This encourages their likelihood of booking with you as their increased interest in your website gives you that much more of an opportunity to display the most attractive and unique features of your property. Some common and effective methods for decreasing your website’s bounce rate range from posting beautiful, high resolution photos on your pages (especially the homepage), to adding enticing promotions or writing a captivating description of your property and experience on your homepage.

Visit to Look Ratio
The “Visit to Look ratio” is a representation of the relationship between users visiting your website (visits) and those who choose to click on your “reservations” or “book now” button (looks). This ratio provides a helpful aid when strategizing about whether or not to alter the content and style of your website with hopes to further capture the interest of your potential customers when they visit your site. Ultimately, a higher percentage ratio between “visits” and “looks” symbolizes a positive user response to the overall structure and content of your website, which will drive more traffic to your reservations page.

Traffic Sources
Traffic sources are the various ways visitors are arriving to your website.  The five major traffic sources include:

1. Direct - these are visitors who visited the site by typing the URL directly into their browser.
2. Referral - these are visitors referred by links on other websites such as TripAdvisor, visit(insert your city name here).com, or the local Chamber of Commerce website.  
3. Organic - these are visitors who find you by typing keywords in search engines
4. Adwords - these are visitors converted from Google Adwords ads
5. Campaign- these are visitors converted from various marketing campaigns such as email marketing and social media campaigns.



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