Setting Priorities for Hotel Website Improvements
By Tema Frank CEO, Frank Reactions | January 27, 2012
Site Goals Are Key
How you set priorities depends on what your goals are for the site. If your main goal is to get more conference and event bookings you'll focus on different aspects of the site than if you are primarily after foreign tourists, which will again differ from a target market of repeat business travelers.
One of the most useful ways to get clues about what changes are needed is to look at your website statistics. These are also called "metrics" or "analytics" , and you probably have access to some of this data already through your internet hosting company (or "ISP", in the industry jargon).
At a minimum, your hosting company should be able to tell you where people found your site, how many visitors you are getting, and how many visited each specific page. If there's a page you think is crucial but almost no one is seeing, that's a good indication that either your site structure needs changing, or what you are saying is simply not compelling enough for people to want to read it and continue on your site. Change is needed.
The cost of site analytics packages ranges from free to tens of thousands of dollars, depending on how sophisticated you want to get. At the more expensive end, you can find out what exact paths people are taking through your site, and details such as where their mouse traveled and/or where most users' eyes rested on each page. This will give you further clues about where trouble spots are.