Marketing Your Wedding Venue Series by VenueApp : Google Analytics
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1. Create An Account: Create a free Google Analytics account and learn how to use the powerful tools available to understand how users are getting to your site, what they do there and where they leave. Set- ting up the analytics on your site is easy, but does require a small amount of code to to be added. CMS programs like Wordpress have numerous plugins that allow you enter just your new account id.
2. Key Metrics: Track key metrics regularly. How many visitors do you receive? How many page views do your most important pages receive? What is your bounce rate, how many people landed on your homepage and didn’t go further? For what duration did people stay on your site? Track and understand this information to make sure your site is catering to those that land on it. If you have a site with tons of information but only five pages are regularly viewed, get your most important information on those pages.
3. Traffic Sources: Know exactly where your traffic is coming from daily. Have your SEO efforts started to come to fruition? Are your Adwords clicks actually making it to your site? Are people coming to your site directly or through a vendor directory? Is your $300/ month listing on a vendor directory actually sending you traffic to your site? Are those visitors spending time on your site and converting into sales leads? Use Google Analytics to see what keywords couples are searching when they discover your website through SEO. Some of these keywords may surprise you! Before you invest time and money in social media ad campaigns, learn more about your current traffic. This analysis should inform the target market that you are advertising to and the tactics that you are employing to engage them.
4. Content: Content that is fresh, original and high quality compels couples to spend time on your site. Use analytics to understand what kind of content your visitors are consuming, and create more of that type of content. Are visitors drawn to image portfolios, written descriptions of your venue or blog posts? Also, if your contact page is not highly trafficked, implement a more clear contact link on highly trafficked pages. Regard- less, every page of your site should include a clear actionable opportunity for visitors to contact you. Also, understand on what pages visitors enter and exit your site. Are these the pages that you want them to enter on? Consider opportunities to further engage visitors with better content on popular exit pages.
5. Mobile: The PC is dying! Tablets and smartphones account for 15% of internet traffic in the US, and that percent is growing 1.5x every year. Google Analytics enable you to see exactly how many people arrive to your site via a mobile device and what kind of devices they are using. Our full service wedding venue clients typically receive 30% of their total web traffic from mobile devices, 90% of which is from Apple devices. Have you looked at your website on an iPhone lately? Are you satisfied with your venue’s digital first impres- sion on the lucrative target market of iPhone users?