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Customers can access your website through a variety of channels before making a booking. For example, a customer might find you on Google, click on a link in an email you send them, then click on a link on a social post before make a booking. Direct Transactions and Revenue happen when a customer accesses your website and makes a purchase in the same session. The social channel led to the Direct Transaction and Revenue in the example provided, since the customer clicked on the link in the social post and then made a reservation. The Organic channel and the Email channel both assisted in the conversion in this example (ie an Assisted Conversion).
Ecommerce Conversion Rate
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Aside from making a booking, there are several key actions we want customers to take on vacation rental websites. These actions include items like inquiring about a specific property through a website form, filling out a general “contact us” form, signing up for email marketing and more. These actions can be setup as goals in Google Analytics, that way we can understand how effective marketing strategies are. A Goal Completion is when a customer or potential customer completes one of our defined goals.
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Google Data Studio is a free reporting tool that allows you to create powerful and visual performance metrics dashboards. Google Data Studio easily connects to Google Analytics to harness your website data.
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Google Search Console is a free tool that allows you to measure your site’s Search traffic and performance. It identifies issues and assists in troubleshooting them. Google Search Console easily connects to Google Analytics to leverage your website data.
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Keywords are the terms and phrases that users type into search engines like Google and Bing to find what they are looking for. Keyword research and tracking are essential components of optimizing your site to rank well on search engines. For example, a property manager in Destin, Florida may want to create a strategy that focuses on ranking for the following keywords: “destin florida private home rentals”, “destin fl rentals with pool”, “family friendly rentals destin”.
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Customers and potential customers can access your website through a variety of channels. For example, they can click on a paid advertisement or a social post and end up on your website. Organic traffic is when a person finds your website after typing in a query into a search engine. For example, if someone typed in “Vacation rentals in Florida” on Google and then clicked on one of the results that would be considered Organic Traffic.
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Pay-Per-Click (PPC) is a category of paid advertising. There are several models that you can choose from in Paid Advertising. PPC means that you are paying every time someone clicks on your ad - hence “pay-per-click”. Another example of a Paid Advertising model is Pay-Per-Impression (PPI) which means you pay every time someone is served your ad, regardless if they click it or not. Our Paid Advertising Managers at Bluetent are experts in determining which payment models are the most effective for your paid advertising campaigns.
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Search Engine Optimization is the process of improving the quantity and quality of traffic to a website from search engines like Google and Bing. Specifically, SEO seeks to improve the amount of organic traffic driven to the site. SEO is a long term, ongoing strategy and websites must be revised and improved consistently to follow SEO best practices.
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