Measure Your Success
Business management consultant Peter Drucker is often attributed with the saying “you can’t manage what you can’t measure.” By this he meant that you don’t know whether you’re succeeding unless your goal is defined and tracked.
When it comes to DMO websites there are six goals we see tracked more often than others. They are:
- eNewsletter SignUp
- Visitor Guide Download
- Aggregate Bounce Rate
- Aggregate Time On Site
- Aggregate Goal Conversion Rate
- Aggregate Pages Per Visit
Because it is the most commonly tracked, we covered eNewsletter Sign-up in more detail in this previous post. In this post, we’ll pull from our report State of Personalization for Destination Marketers, so you can see how you measure up to your peers.
In the below charts, the Non-Targeted numbers represent website visitors who were not served personalized content. If you are not serving personalized content, you should compare your own performance against this group.
If you are serving personalized content, you will be in the higher performing group and should compare your performance to that of the website visitors tracked under Targeted.
How does your website compare to your peers on these key metrics? Does this bring up questions about what you’re measuring and managing? A simple but well organized measurement strategy is critical to managing a successful website. If you have any questions about best practices, please feel free to contact the Bound team here, and we’ll be happy to chat.
If you would like to download the Free Guide: State of Personalization 2018 Report from which we pulled these metrics, click here. In the report, you will learn how destination marketers like you are leveraging:
- Website personalization benchmark statistics
- Strategies for implementing personalization
- 2018 trends in content and personalization
- Real case studies from successful destinations