provides insights into your website traffic. By understanding visitor behaviour, such as popular pages and traffic sources, you can optimise your website content and marketing strategies to attract more bookings.
Accessing this feature
First, log into your Tourism Accelerator Launchpad. Once you're in, look for the 'Reports' option in the left-hand menu. It's usually towards the bottom. Click on 'Reports', and a new menu will pop up. From there, select 'Visitor Analytics'.
How to use it
Choose Your Dates: When you first arrive, you'll usually see data for a default period, like the last 30 days. To change this, look for a date range selector (it often looks like a small calendar icon or two dates displayed) typically at the top right or left of the dashboard. Click on it, and you can pick a specific date range – perhaps the last week, last month, or even a favourite past season. This helps you focus on the period that matters most to you right now.
Overview at a Glance: Once you've set your dates, the main dashboard will give you an overview. Here's what you'll likely see:
Total Visitors: This is the total number of unique people who have visited your site.
Page Views: This shows how many pages were looked at in total.
Bounce Rate: This might sound a bit technical, but it simply tells you the percentage of visitors who left your site after only looking at one page. A lower number here is usually better, as it means people are exploring!
Average Session Duration: How long, on average, people are spending on your website.
Explore Your Traffic Sources: On the left-hand side or slightly below the overview, you'll find sections dedicated to 'Traffic Sources'. This is where you discover how people found you. You might see:
Organic Search: Visitors who found you through search engines like Google.
Direct: People who typed your website address directly into their browser.
Referral: Visitors who came from another website that linked to yours.
Social: Those who clicked through from social media platforms like Facebook or Instagram.
Email: Visitors who arrived from a link in an email you sent.
Knowing this helps you understand which of your marketing efforts are paying off!
Dive into 'Pages Visited': Scroll down a bit further, and you'll often see a section titled 'Most Visited Pages' or similar. This is helpful! It lists all the pages on your website in order of popularity. You'll see which of your tour descriptions, accommodation pages, or blog posts are grabbing the most attention.
Understand Your Audience's Tech: You might also find details on 'Devices Used' (desktop, tablet, mobile) and even 'Geographic Locations' (which cities or countries your visitors are coming from). This helps you customise your website experience and marketing messages even more effectively.
Take your time to click around and explore. Remember, there's no right or wrong way to look at this data, opportunities to learn!
Tips
See Your Total Reach: Easily track how many unique individuals are visiting your website over any period you choose.
Discover Where Visitors Come From: Pinpoint which channels (like Google, Facebook, or other websites) are sending traffic your way, helping you decide where to focus your marketing energy.
Identify Your Most Popular Content: Find out which pages on your site – whether it's a specific tour, a gallery, or your "About Us" page – are resonating most with visitors.
Understand Visitor Behaviour: See how long people are staying on your site and whether they're exploring multiple pages or leaving quickly.
Optimise for Mobile Users: Know if most of your visitors are browsing on their phones, so you can ensure your site looks fantastic and is easy to use on smaller screens.
Spot Peak Times: Notice if there are specific days or times when your website gets the most attention, which can inform your social media posting schedule or special offers.
Track Trends Over Time: Compare visitor numbers and behaviour between different months or seasons to see how your online presence is growing and changing.
Regular Check-ins Are Key: Make it a habit to check your analytics once a week or at least once a month. Even a quick 5-minute look can help you spot trends early.
Look for Trends, Not Just Numbers: Don't get too caught up in daily fluctuations. Instead, look for patterns over weeks or months. Is traffic consistently going up? Are certain pages always popular during specific seasons?
Connect Analytics to Your Goals: Think about your business goals. If you want more bookings for a specific tour, check if that tour's page is getting enough visitors. If not, maybe it needs a bit more promotion!
Improve Your Website: If you notice a page has a high "bounce rate" (people leaving quickly), it might be a sign that the content isn't quite what visitors expect, or it could be hard to read. Consider updating the text, adding more engaging photos, or making your calls to action clearer.
Customise Your Marketing: If you see a lot of traffic coming from social media, consider investing more in your social media presence. If Google searches are your biggest source, think about how you can improve your website's search engine optimisation (SEO) for key phrases.
Understand Your Seasons: Use the date range selector to compare data from different seasons. This can help you prepare for peak times and create specific marketing campaigns for quieter periods.
Don't Be Overwhelmed – Start Small: If it all feels like a lot, that's okay! Pick just one thing to focus on each time you look, like "where are my visitors coming from?" or "which page is most popular?". You'll build your understanding bit by bit.
Need help?
For further assistance, contact us at [email protected]