Slide deck from PAII Little Rock Innkeeping Conference, January 2012

1. Measuring the Success of Online Marketing Scott Thomas – AboutTheInn.com

3. Examine sources of website visitors

4. Set up Goals

5. Set up E-Commerce tracking

6. Set up a simple B&B Directory segment

7. Analyze results

9. Pages/Visit – average pages per visit

10. Avg Time on Site – average length of time people stayed on your site

11. % New Visits – how many visits were from people visiting for the first time

12. Bounce Rate – percentage of visitors who left after viewing only one page

14. Compare this month to last month

15. Compare this month with the same month last year (especially for seasonal properties)

19. Look at trends over time, vs. previous year, etc.

20. Look at paid vs. organic

21. What keywords/key phrases are sending visitors?

22. Search – who sends traffic?

23. Search – trend over time

24. Search – paid vs organic

26. See if you can determine what they are looking at (and why)

27. Direct – landing pages You can also use the Pages -> Navigation Summary to see where these visitors spend their time

30. Referrals – How are they doing? Compared to All Visits Also check Goals and Ecommerce

31. Referrals – How are they doing? Over time Don't forget Goals and Ecommerce reports

34. How do they do over time?

36. What percentage enter on the home page?

39. You don't control the entry point

40. Fix those that stink

41. Entry points and keywords Content -> Site Content -> Landing Pages Sources -> Search -> Organic

42. Kewords and Bounce Rates To use a weighted search, sort by Bounce Rate by clicking that column, then select Weighted from the Sort Type pulldown.

43. Landing Pages and Bounces

45. How can we use the data to see how we're doing?

47. Specify goal URL (the Thank You page)

48. Funnel (optional): Include each page that is needed to complete the goal

49. Don't make the pages Required Steps (unless they really are)

50. Data collection usually takes 24 hours

52. Settings->Profiles->Profile Settings

54. Create a B&B Directories Advanced Segment

56. Notice things that are different from one member of the segment to the another

57. View Goals for segment members and compare

58. View Ecommerce and compare

60. Find landing pages with high bounce rates

61. Find keywords with high bounce rates

62. Create segments for marketing channels

63. Create goals and set up ecommerce

64. Thank you! Scott Thomas AboutTheInn.com [email_address]