Here is the transcription of the video:
Hello everyone and welcome to the J’poster Complet . We'll meet again for the second part of the video dedicated to performance indicators . So, I hope you liked the first video , and so let's move on to the second.
Here, we will look at indicators , perhaps that you are less accustomed to hearing, and perhaps indicators more linked to announcements rather than pure performance. For example, how do you know if your ad is better than the ones on the market, or things like that? How does your ad position itself compared to other ads , particularly on platforms ? Because we have this type of information directly on the platforms .
First, I'm going to give a bit of a scientific name: it's going to be the satisfaction rate . But what is it? The customer satisfaction rate is in fact the rating that you find on the advertisements , therefore on platforms like Airbnb or Booking . This won't come as a surprise to you, I think, but the rating has a huge impact on bookings . We may have the best prices , but if we have a bad rating , customers will always hesitate to book. Conversely, just because you have a good rating mean people will book if the prices are completely uncorrelated with reality. But there you go, it’s really an important indicator . Maybe you don't necessarily consider it an indicator to watch, but it's something we'll look at. For what ? If we have a drop in reservations , it may be linked to the fact that the rating has recently fallen on our ad , which would explain why we have fewer reservations . So, it’s really an indicator for monitoring the performance and quality of your property .
Then, an indicator that we will find on the platforms directly (Booking can give it, Airbnb too), are the indicators linked to the performance of your ad . First, the booking request conversion rate . There will be your reservation : does it come up a lot in searches ? This is a first indicator . If your ad doesn't come up very high in searches , this may be due to poor SEO . It could be for all the reasons that we have seen in many videos already on the channel. Maybe you don't match the search criteria . For example, you have a large house, but you accept few people, or no sleeping in the living room, which is disproportionate to the size of the house and the price . These are important details.
The appearance rate in searches is therefore a first indicator to monitor. Then, once you appear in searches , you need to know if people are clicking on your ad . This is the click-through rate , often provided by the platforms . This shows that people see your property when they scroll through searches , but the question is whether they click on it. The price , the rating (which we talked about earlier), and especially the reference photo are elements that influence this click . If your ad isn't performing well, this might be the first thing to check: are people not clicking enough? For what ? Is it because of the photo ? The price ? The customer journey is essential: when did the customer stop booking? Was it early on because your ad didn't show up in searches ? Or did he click but not book after seeing the ad ?
Another indicator is the reservation rate . If someone lands on your ad , it means that they liked photo , the price , and the rating But if he doesn't reserve, there are perhaps things to review on the ad itself: the other photos , the description , etc. These indicators allow you to identify at what point in the customer journey there is a problem, and therefore where action must be taken.
Then, another metric concerns customer repeat rate , including repeat and live . It depends on the markets , but when customers come back, it's usually a good sign. Repeat customers are valuable because they often help you avoid platform commissions , and a satisfied customer can also advertise for you. It is therefore important to monitor the share of recurring customers in your portfolio .
If we want to go a little further, going beyond revenue management ad management , we need to look at the cost per reservation . This allows you to determine how low you are willing to go in terms of price . Sometimes it is better to sell than not to sell, but you also need to monitor your fixed costs to avoid selling at a loss. Another important indicator is therefore the cost per reservation to adjust your profitability .
Finally, the last indicator that I want to discuss with you is the customer mix : what type of customers come to you? Business , leisure , family , local or foreign ? This information, provided by platforms like Booking or Airbnb , allows you to adjust your business strategies . customer promotions or adjustments to your accommodation based on customer .
Finally, a bonus indicator : the occupancy rate of your accommodation . If you have a four-person studio with a sofa in the living room, for example, do you often book for two or four? This can help you better understand how your home is perceived and how to adjust your pricing strategy .
There you go, these were indicators , a little more niche than in the first video. I hope you liked it. Once again, I invite you to comment, like, and tell us if you have other indicators in mind that you would like us to expand on in future videos. In the meantime, I wish you a good day and see you next time.