Daily golf course management best practice #2 – The importance of conversion rates

Welcome to part two of GolfNow’s series of posts to highlight issues, common and not-so-common, that businesses need to consider if they want to improve daily management and operations, while creating greater customer loyalty and increasing their course’s bottom line.

In this post, we will focus on the importance of conversion rates.

What is your conversion rate?

A conversion rate is a simple calculation that divides “transactions” by web page visits.

Transactions can be purchases, opt-ins or referrals. You can think of a transaction as the customer ultimately taking the action you wanted them to. But not all transactions are created equal. The most important of the various conversion rates is the booking engine conversion rate.

Booking engines used by Plus clients have Google analytics code installed, and the analyses are enabled for e-commerce tracking. This allows courses to quickly determine the percentage of people who booked a tee time via your website. For example, if 100 people visited your booking engine web page, and 12 of them bought a tee time, the conversion rate would be 12 percent.

Why conversion rates matter

It’s important that golf course operations always know their website conversion rates. But why?

Basically, there are two ways to grow your online business. The first is by driving more traffic to your course’s website to increase your rounds booked. The second is to improve your conversion rate by turning existing web traffic into paying customers.

If you haven’t already realized it, running experiments via your website to improve conversions is much more effective (and less expensive!) than other ways you have boosted rounds booked in the past. It costs you less to find new golfers via your website, resulting in a positive impact on your bottom line and a better return on your investment for your marketing budget.

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