When it comes to running a business, there are a lot of numbers to keep track of. Some of them, like how much money you’re bringing in, are obviously important. But there are other less-obvious stats that can provide you with important business insights and help you stay on the right track.
What are they? Let’s take a closer look!
Metric #1: SEO Traffic
Search engine optimization (SEO) is one of the most important parts of marketing your travel business. SEO involves making sure your website content ranks higher in search engine queries so more people can find you easily online. When people arrive on your website via a search engine, it’s called SEO traffic.
Every travel business should track how much SEO traffic they get every month through Google Analytics. These numbers provide a great overview of how well your organic marketing efforts are working and show you where you might want to make adjustments.
Metric #2: Conversion Rates
One of the most important metrics for your travel business is your conversion rate. Your conversion rate measures the percentage of visitors to your website who take a desired action. This can be making a purchase, downloading an eBook or signing up for a newsletter. The conversion rate formula is simple:
Conversions/Visitors = Conversion Rate
It’s important to remember that there are many different types of conversions –they’re not just sales! Take time to identify what actions you want visitors to take on your website. Once you’ve identified those actions and set up conversion tracking, use the data you collect to determine if you’re achieving your goals and make changes as needed.
Metric #3: Bounce Rates
Bounce rate is the percentage of people who leave your site after only viewing a single page. For example, if someone makes it to your home page but doesn’t click on anything else or interact with your site in any way, that’s a bounce.
Bounce rates can be tricky. They don’t always mean that you need to do something differently. If someone visits your home page, reads exactly what they need to read there and leaves (e.g., a customer looking for operating hours), then the bounce gives you more information about the user’s intent and behavior on your site.
But if someone leaves without engaging at all (e.g., a customer who is confused by the homepage design and doesn’t know where to go), then this may indicate an issue with your marketing/traffic generation efforts or website design that needs to be fixed as soon as possible!
All of the numbers going on in your business might seem overwhelming, but they don’t have to be. Start by keeping an eye on your SEO traffic, your conversion rate and your bounce rate to get an idea of how key aspects of your business are performing.
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