Web site statistics are usually provided alongside Web site hosting. Here is information about statistics that can help you realise when to make changes to Web site content and what can help improve its presentation, business performance and conversion ratio.

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Using Your Web Statistics

You can use your Web statistics to help work out when you should:

  • Review your site content (revise Web pages to make them more enticing)
  • Trial new content (such as design elements and text)
  • Promote a special offer
  • Change marketing initiatives

Knowing how your Web site performs should help you decide when to take action. Although you may not know what exactly to do, knowing that you need to do something is a useful first step. Specialist help is always available for presenting and marketing your business online.

Below we suggest types of actions that could be taken based on statistical analysis:

Knowing how many visitors your Web site attracts

Could lead to:

  • Spending more or less time and money on your Web site
  • Looking into ways to increase your Web site visibility (e.g. through search engine optimisation, Google Adwords, paid listings)
  • Working out your conversion rates (how many ‘look’ and how many ‘book’)
  • Improving your conversion rates (getting more bookings).

Knowing how many repeat visitors your Web site attracts

Could lead to:

  • Incentivising / improving the CTA ‘call to action’ (making an offer too good to refuse)
  • Instigating a loyalty programme (encouraging repeat business)
  • Adding additional content of current interest (events, news, weather, blog, etc).

Knowing when most visitors visit your Web site

Could lead to:

  • Short term advertising campaigns run on specific days of the week
  • Promotions for ‘quiet day’ bookings only.

Knowing how long your customers spend on site

Could lead to:

  • Overhauling content on pages where little time is spent including: design, call to actions, rewriting text, presentation of text (e.g. use of headings, bullet points, italics, bold, etc) pictures
  • Adding an enticing offer (1 night free accommodation, 2 tickets for price of 1, etc) for a limited period
  • Improving the pathway from home to sub-pages (e.g. encouraging viewers to move away from the home page to complete the booking form).

Knowing who is referring customers to you

Could lead to:

  • Improving your visibility on top referrer sites (e.g. with a gold listing)
  • Reducing/eliminating your spend on sites referring fewer customers to you
  • Increasing your spend on new listings on third party Web sites.

Knowing where your customers come from

Could lead to:

  • Instigating a country-specific and highly-targeted Google Adwords advertising campaign
  • Introducing Web pages to your site in a foreign language
  • Marketing on foreign language Web sites (e.g. travel directories, search engines).

Knowing how your customers find your site

Could lead to:

  • Revising or instigating search engine optimisation strategies (search phrases and search engines targeted)
  • Reviewing your marketing spend on banner advertising, email marketing, newsletters, print advertisements, TV and radio advertising.

Marketing is a continuous process of trial and error and Web site statistics can really help you monitor what works and what does not. By accessing and reviewing your stats on a regular basis, you can make effective changes to your Web site. You should, over time, be able to improve your Web site’s performance and your business.

More Information About Web Statistics

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