A visitor who wants to book but cannot complete the process easily will simply leave. These five chapters cover everything from the booking button to the confirmation email, hidden revenue you are probably not capturing, and how to keep your site working as your business changes. This section is where interest turns into income.
Section 5 · Chapters 21–28
Hello
Think
Bigger
"Most tourism operators have no idea how many people visit their website each month, how long they stay, or where they leave. Ten minutes with Google Analytics will show you more about your business than a year of guessing."
Think Bigger
After this section
you will be able to
Build and use an email list, read your website analytics without confusion, understand your conversion rate and how to improve it, create offers that fill your quietest months, know your competition's online strengths and weaknesses, calculate the real cost of an underperforming website, and make a clear plan for what to do next.
Think Bigger
Chapters 21 to 28
Chapter 21
Shoulder Season: The Biggest Untapped Opportunity
Most Irish operators are throwing away thirty per cent of their potential annual revenue by neglecting spring and autumn.
Read the guide
Chapter 22
Email: The Channel You Actually Own
Social platforms can disappear or change the rules. An email list is yours. Most operators do not have one.
Read the guide
Chapter 23
Repeat Visitors and the Follow-Up You Are Not Sending
Acquiring a new customer costs five times more than keeping an existing one. Your post-experience follow-up is a business decision.
Read the guide
Chapter 24
Understanding Your Analytics Without a Marketing Degree
You do not need to understand everything in Google Analytics. You need to know which three numbers actually matter.
Read the guide
Chapter 25
Your Competitors: What to Learn and What to Ignore
Knowing what your nearest competitor is doing well is not copying them. It is understanding what the market expects.
Read the guide
Chapter 26
Corporate and B2B: The Enquiry Most Operators Miss
Corporate bookings are higher value, off-peak, and repeat. Most operators' websites make no attempt to speak to this audience.
Read the guide
Chapter 27
The Real Cost of a Weak Website
Doing nothing has a price. This chapter puts a number on what a below-average website is actually costing you each year.
Read the guide
Chapter 28
What a Good Website Actually Does for You
The finish line is not a website that looks nice. It is a website that works. One that books people while you are out running the experience.
Read the guide
Section quick-check
How well are you using the
data your website creates?
Ch.21
Do you have a way to collect email addresses from interested visitors who are not yet ready to book?
Ch.22
Do you have Google Analytics installed and do you check it at least once a month?
Ch.23
Do you know roughly what percentage of your website visitors go on to make a booking?
Ch.24
Does your website actively promote your experience during the off-season or shoulder months?
Ch.25
Have you looked at your main competitor's website in the last three months?
Your experience is worth
a website that does it justice.