Below you can find a better explanation of the main metrics for the tools being used in the Partner Centre. We’ll also share some tips on how you can use these metrics to monitor your results.
Your Dashboard gives you a general overview of how well your website and products are performing.
- Impressions: number of times that the widget is being loaded (seen) on your page
- Clicks: number of clicks on the implemented Booking.com tool from your visitors
- Assisted Bookings: number of bookings made through this product
Here you can track the performance of your website using these specific metrics.
- Visitors: Total number of unique visitors you’ve sent to Booking.com
- Each visitor is only counted once during the reporting period
- Page Views: Total number of pages seen on the Booking.com website by visitors you’ve sent to us.
- For example, if one visitor searches hotels in Paris and then Amsterdam in Booking.com, this will be counted as 2 page views.
- Bookings Made: Number of bookings made by your visitors
- Conversion Rate: Percentage of visitors who made a booking through this product
- This is calculated by dividing your total number of bookings by your total number of visitors. For example, if your Bookings Made= 80 and your Visitors= 2,250, then your Conversion Rate is 3.55%
Here you can track the performance of individual products.
- Impressions: Number of times that the widget was seen by your website’s visitors
- Clicks: Number of clicks on the Booking.com widget from your visitors
- Click-through rate: Percentage of visitors who clicked on the widget divided by the total number of visitors who were exposed to this widget (clicks/impressions)
- For example, if the Clicks= 22 and Impressions= 30, then the click-through rate is 73.3%
- Assisted Bookings: Number of bookings made through this product
- Assisted Conversion Rate: Percentage of visitors who made a booking through this product
- This is calculated by dividing your total number of bookings by your total number of visitors. For example, if the Bookings Made= 880 and the Visitors= 31400, then the Conversion Rate is 2.80%
Using metrics to optimise performance
In this next section, we will go through a few different scenarios and how you can use labels and good placement to maximise traffic and conversion.
- Low conversions with high number of visitors
If your widget is receiving large amounts of visitors, but you have a low conversion rate, then you need to examine the placement and the relevancy of your product.
The questions you need to ask yourself: Am I sending qualified traffic to the widget? Is the page on Booking.com that I link to relevant for the user? Is it what they expect to see?
- Use deep links wisely and implement them where your bookers have the intention to book.
- For example, your website could have the following structure:
- Introduction to the city → city link
- Must-see attractions → landmark link
- Where to stay → hotel link
- Use labels for better tracking of your links.
- This is the only way to see how well your links are performing. When you create a link in the Partner Centre, you have the option to add a label in the Advanced options. It’s a good idea to use a label that relates to where the link is placed. For instance, if you’re using the link on your index page to redirect traffic to Booking.com, you could label it ‘index’ or for a link used in email marketing campaigns, you could use the label ‘email’.
- Maximising the number of entry points to Booking.com is an easy way to optimise your performance.
- Don’t hesitate to use a combination of our products. For example, you can use both a search box and deep links depending on the type of content on your pages.
- Low traffic with high conversion
If you have a good conversion rate but a low amount of traffic, then you need to examine how you’re driving traffic to the hotel product.
The questions you need to ask yourself: Is the product clearly visible? Are there other ways/placements I can use to drive more traffic to the product?
- Use the best placement. The placement of your product is vital to generating reservations. Good placement depends not only on which page you put the product, but also where on the page.
- Place the product where it will gain the most relevant users.
- Visibility is key, as most content below the fold (out of the top section of the page) will not be seen by many users.
- Maximise traffic. Don’t just focus on your main page – make sure that your most visited landing pages have a search box and numerous deep links to Booking.com as well (especially the ones with hotel content).
- Balancing visitors to your product and visitors to your website
It’s always a good idea to balance the traffic of your website against the traffic to your widget. If you have a lot of traffic on your website, you need to make sure that a reasonable amount of visitors land on your integration. If you have low traffic to your website, then you have to be aware that an even lower amount of visitors will click through to the integration.