Ways to Measure your Marketing Performance: Travel, Tourism and Hospitality
Even the most successful marketing campaigns can be improved upon, and this is especially true of those focused on the competitive travel and tourism market. As such, it is always important to monitor the successes and failures of your campaign beyond the statistics that show website traffic and sales. There are a number of ways to do this, each of which will help marketers monitor the progress of their campaigns and identify areas that could be improved upon
To get a real sense for how your website is performing, you need to analyse areas which best illustrate the successes and failures of your campaign. These areas should include conversion rates, backlinks, and how engaged your page visitors are.
If you’re investing time and money in building a website you need to ensure that the effort is worthwhile. In the travel and tourism market, the main aim is to attract your target audience to your services and encourage them to book their flights, accommodation or other facets of their holidays through your website. Therefore, it is important to establish not only how many people are visiting your website, but how many of these people are converting their visits into bookings. If you have a lot of people visiting but a relatively low conversion rate, you might need to re-consider how your website is structured and what content is featured. However, if the conversion ratio is high but the number of people visiting is low then you need to put more effort into attracting attention to your services.
Following Google’s algorithm updates, it’s clearer than ever that the quality of your backlink profile is more important than ever. If you don’t know what types of links are in your backlink profile, you risk being penalized by the search engines. Therefore, establishing where your backlinks are coming from is essential. Additionally, this will help you monitor which links are most effective in directing traffic to your website.
Visitor engagement refers to how much time visitors spend on your site and how much value they see in your content. This can be tracked in a number of ways, including:
- Average time spent on your website (the longer the better)
- Bounce rate, which measures the number of visitors who don’t navigate beyond the first page of your website that they land on (the lower the better)
- Average pages per visit (the higher the better)
- Number of social media shares (the higher the better)
Visitor engagement is important because of the potential business gains from providing customers with an engaging content, information and general user experience.
Image copyright: Fotolia.comWays to Measure your Marketing Performance: Travel, Tourism and Hospitality