Among the differences between a travel agency physics and one online it also includes the possibility of reaching many more potential customers very easily, it opens up your market beyond the geographical space in which you operate, but also the possibility of analyzing and understanding everything that those tourists do in your online store. The first step before launching promotions is to make sure you have one tracking, measurement solutions, correctly installed on the site. They help you to have both an overview of your business in numbers and to understand why certain ones areas from your agency perform better or worse. You can understand in which direction the demand is heading, which offers tourists react to and what you still need to work on.
- Do you need Google Analytics in your online store?
The simple and short answer is Yes. To get visibility for your online agency you will need promotion actions, SEO, social media, email marketing, local advertising and so on, and you will need tools to measure the impact and profitability of those promotion channels. You will move to a business model based on much more data, and Google Analytics will help you collect it in the most efficient way. You will get concrete data about web traffic, users, the channels through which customers come convert the best and many other details. You will have a big picture and a detailed picture, and how you use that data can help you be more successful with your online travel agency.
- Is Google Analytics a good online analytics tool?
The simple and short answer is again Yes. Or at least for most Player in the online market, Google Analytics is the measurement tool of choice. There are more or less good alternatives, more or less accurate, but most still prefer and use Google Analytics. Many simply because it's the tool they've been familiar with the longest, and the rest because it's the tool everyone else works with. Chances are good that using Google Analytics you will be able to work with a very wide range of specialists who have experience in analyzing and interpreting data from this platform.
It is very important to know that this tool does not work retroactively. It records, reports and analyzes only the data obtained after the moment it was put on the website. This is why specialists ensure that records by Google Analytics is put even before it is given In Play the site.
After installation and a collection time, you will already be able to see an overview of the activity in your website, to what extent what you want to happen in the website is happening and which promotion channels are performing better. In general you will be interested to know how often your website is accessed, how many unique visitors enter your online travel agency, how long they spend on the website, how many pages they view, what is the bounce rate and to what extent it is achieved conversions (now called key events).
The figures in Analytics will fluctuate greatly as the the intensity of promotional actions will increase, some of the figures being directly influenced. For example: actions that can be characterized as aggression of promotion, through considerable budgets in short periods of time will generate a lot of traffic, but in the short term they will probably decrease the conversion rate and increase the abandonment rate. More will enter the site, fewer will convert in the short term and more will exit, but you need to know how to interpret this data in accordance with your goals. The fact that more customers will enter the site will ensure you better visibility, which you will be able to capitalize on through user retargeting actions (campaigns through which an interested user will review your ad until it converts. The fact that the conversion rate will be lower in the short term will come from the ratio of visitors increased very strongly in a short period of time and TIMING with market demand. They may not buy at the moment, but they have learned about your travel agency online, and when they are ready to buy, they will consider you. A high bounce rate is sometimes also due to the natural behavior of web users who either accidentally click on different ads or are not convinced from the first page they landed on.
One of the most important reporting areas is user / customer acquisition. There you will have an overview of the performance of the promotion channels and the impact they have on your online travel agency. You will thus be able to either intensify the promotion actions on a channel, such as allocating more promotion budget to Google Ads or Meta Ads, or changing the way you do things on a certain channel, changing the way you communicate on Facebook or Instagram. A very important thing here is to understand that most channels will work together and there will be channels that may not overall generate CONVERSION directly, but will generate assisted conversions. There may be seemingly unprofitable channels that actually generate significant sales for you.
The most important thing is to understand the data in the overall context of your business and analyze it over extended time frames to understand trends, not just the immediate impact of your actions. It is much more important to build a sound strategy than short-term tactical actions.
- How do you set up Google Analytics in your online agency?
Here things are quite simple. After you create your account, you take the tracking code and send it to the company that manages your website. If they also have experience in marketing, they will probably help you adapt it to the specifics of your business. If they do not have experience, the recommendation is to collaborate with an agency specialized in the area of website tracking and analysis that can help you configure Google Analytics in such a way that all data from analytics is more relevant to your business.
If you have an online holiday shop on TravelFuse, just send the script to the support department and we'll take over.
It is very important to remember that just as important as promotion is the measurement of promotional actions, and often you will be able to get ahead of your competitors just by better understanding who your customers are and what they do. That's what Google Analytics helps you with.
Boost to conversions!