How CrowdRiff’s Analytics Help Travel & Tourism Brands Improve Their Marketing

June 25, 2019 Maggie Brennand

Beautiful visuals are great. But beautiful visuals that drive action and convert are even better. 

The goal of any visual marketing strategy is to not just use pretty content, but use the right content that helps you achieve your marketing goals and ultimately drive visitors, bookings, or reservations. 

But how do you know what’s working and what’s not?

  • What kind of visual content gets the most engagement?
  • How is your “Restaurants & Dining” photo gallery resonating with German travelers?
  • Would your “Book Your Stay” CTA get more clicks on a visual featuring guests?

Knowledge is power, and great analytics and performance metrics are key to helping you answer strategic questions like those above. They can help you truly understand your audience, effectively target your marketing, and ultimately improve your results.  


CrowdRiff's Analytics & Integrations

There are two main ways that CrowdRiff arms you with the intel you need to make strategic marketing decisions: in-app insights and our Google Analytics integration. Travel and tourism brands that use both can gain actionable insights, make data-driven decisions, and improve the performance of their overall marketing across web, social, paid and other key channels. 

In this post we’ll break them both down and cover a few of the ways they can help you improve your marketing.

Find the right visuals with in-app insights

Asset and gallery insights give you a high-level overview of key trends that can help you make better decisions about which visuals to use and where. 

CrowdRiff’s in-app analytics focus on measuring three key metrics: 

  • Views: The number of times an asset has been seen by your website visitors 
  • Interactions: The number of actions taken on an asset, like photo or CTA clicks
  • Engagement rate: The number of interactions taken per view (interactions divided by the number of views) 
 


Choose the best performers

These metrics can help you identify which of your visuals and galleries are performing the best with your audience. 

For example, you might notice that active and adventure-focused photos get the most interactions on your website. With that knowledge, you can promote them more prominently, repurpose one as your website header, or use the visuals with the best chance of converting in your ads. 

Or, maybe you notice that your top performing galleries are all about food. You can create a “Top 10 Places to Eat” blog post, or a visitor’s guide specifically for foodies, and promote them to specific markets, personas, or demographics. 

 

Bonus tip: CrowdRiff also has Smart Galleries, which test the performance of the visuals in a gallery, and then taps into that data to display your most effective and click-worthy images more prominently.

Using Google Analytics

CrowdRiff’s Google Analytics integration lets you track events—like CTA clicks, photo clicks, and gallery views—and combines that information with demographic, conversion, and behavioural data so you get a deeper understanding of your audience and website experience. This information can help you take actions that are the most likely to drive conversions. 

Sessions, users, and bounce rate are just a few of the key website performance metrics you can track with Google Analytics. 

Here are just 3 of the high-level ways our Google Analytics integration can help. 

1| Deliver tailored experiences and better target specific travelers and demographics. When you know more about your audience, where they’re coming from, and the type of content and activities they enjoy, you can better target and deliver experiences personalized for them.

If you’re trying to attract travelers from France, Google Analytics can show you the visuals this segment is interacting with the most. You can harness these insights and add French CTAs to certain galleries, use the images that resonate most in your ads, or tap into the data on their interests to target them with additional content they’ll like.

2| Improve your website journey. With Google Analytics, you can follow the exact journey a prospective customer takes on your website, including the pages they land on and where they drop off. This can help you determine how you need to best optimize your website, as well as help you spot commonalities between pages that are performing well, so you can replicate that success elsewhere.

Google Analytics gives you a helpful behavioural map of the journey visitors take when they come to your website. The red portions show you where visitors are dropping off.  

For example, if you notice a ton of traffic to one page, you can try adding CTAs to the visuals on those pages. Or, if you have a gallery on your “Top 10 Things To Do” page and notice it’s performing really well, try adding a UGC gallery to your other activity pages as well. 

3| Improve your partner marketing and relationships. You can add Google locations to every visual in your CrowdRiff library, and Google Analytics tracks clicks on every address and URL. This lets you more easily promote your partners by driving traffic their way. Tracking clicks helps you prove the ROI of your partnership, determine which visuals are seeing the most engagement, and tells you which partners you should be promoting more heavily. 

This really just scratches the surface of what you can do, and the information you can uncover, with Google Analytics. When combined with CrowdRiff's in-app analytics, you'll be able to make confident, data-driven decisions on what visuals to use and where. 


CrowdRiff helps you save time and work smarter, so you spend less time searching for visuals and more time using them. 

Book a demo CrowdRiff

About the author

Maggie Brennand

Maggie is CrowdRiff’s resident Product Marketing Manager, where she works to define how CrowdRiff adds value to travel marketers across the globe. More often than not, you can find her eating, reading, or obsessively researching her next travel destination.

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