If you're still making changes to your website 'from the gut', you're living in the past. While there will always be a place for making decisions based on what your gut tells you, most should really be led by your data.


As far as user experience is concerned, there is plenty of data to be drawn from to ensure you're delivering the best travel website you can for your customers – providing your website is being powered by data-friendly tech, of course.

Traditionally, simple metrics like conversion rates, bounce rates, session duration and page views have acted as key performance indicators (KPIs) for user experience. However, there are four new KPIs that travel brands should consider to get a deeper understanding of how visitors are interacting with their website, tnooz suggests.

1. Click repetition

Repeat clicking is usually a good indicator that users are frustrated at something. Perhaps a particular element on the page is not working properly, or the call to action is not very clear. By looking at the elements on your website which are garnering the most clicks, you can set about removing any friction in the user experience.

Quite often, it'll be as simple as an image giving the impression that it's clickable when it isn't that's leaving visitors confused and frustrated – but without click repetition data to look at, you'd never know the frustration your website's causing them.

2. Activity rate

Measuring the time spent on a page is great for determining how well it's inspiring an intent to buy, but activity rate gives you further insight by revealing the time spent interacting with things within the page.

ebook travel website

It's also more reliable data, as simply measuring how long users spend sitting on the page doesn't account for when visitors leave their computers running without closing their browser, or when they open a new tab.

3. Engagement rate

Some calls to action (CTAs) really appear to hit home with visitors, while others are barely interacted with at all. The characteristics which link the successful CTAs will determine how you go about phrasing and positioning future CTAs.

Engagement rate is the number of visitors that interact with a particular CTA, as a percentage of the number of users that visited that page. Once you've deciphered the CTAs with the highest engagement rate, you can line them all up to try and define why it is they have resonated with visitors.

4. Time before first click

If visitors are clicking as soon as they land on your website that might indicate they're being distracted by an undesired element like the hero image, leading them to click through to somewhere you hadn't intended for them to go.

On the other hand, a long time before first click might suggest that the page is too complex and users are being driven away by the onslaught of information.

Assessing the time before first click allows you to optimise the page so that visitors are spending just the right amount of time on the page before clicking the exact link you had in mind for them.

The solution

Our award-winning eVolve content management system comes with detailed reporting capabilities, allowing you to discover key insights about your travel business and your customers.

Contact Digital Trip for more information