Before making an online booking, people first make a booking search. The direct goal of a website is not to sell, but to have people move from there to your booking engine.
Thus, the main KPI to keep checked to see if your hotel website performs well or not is the one that tells how many visitors move from website to IBE.
In one name: the CTR (click-through rate) Website / Booking Engine.
In my experience, this value should never be lower than 25. However:
- I have experienced hotels having a CTR of 10% or lower;
- many hotels rely on filters to compare the number of sessions on the website domain as opposed to session on the IBE (super wrong!);
- even worse, most hotels do not track this KPI at all.
Long story short, I thought of shooting a free tutorial on how you can track and set up this KPI using Google Analytics and Google Tag Manager:
- with no technical knowledge
- without depending on any web agency or webmaster
- in no more than 15 minutes.
