Analyzing your data to identify opportunities

Ebooks mei 28, 2024
analyzing your data

What’s the secret to creating an online experience that draws in more customers, drives more bookings, and increases your average order value?

At Briq Bookings we’ve found that the answer to achieving your main business goals lies in best practices, benchmarks, and, above all, data. That’s why we dive into the journey from data insights to baselines and benchmarks, setting micro goals and how to optimize your website and webshop to get you more bookings.

We keep on going with analyzing your data! Want to get to know more about making data-driven decisions? Read the other articles on this topic.

  1. Getting started with the right data
  2. Analyzing your data to identify opportunities
  3. Set SMART goals to take measurable actions
  4. Take data-driven actions – improving your webshop and website
  5. Measure your results and set new goals

Or download our ‘how to drive more bookings for your leisure business by making data-driven decisions’ ebook for free.

Analyze your data to identify opportunities

Now that you’ve captured your key data, it’s time to set a baseline, compare your current figures to previous periods and benchmarks, and identify the most pressing and/or interesting opportunities for improvement. 

Based on this analysis, you can set SMART goals and lay out your action plan.

Set baselines to keep track of your progress

Import your monthly data to an Excel spreadsheet to set your baselines. These are the figures you start out with – the data you use to measure your results based on actions you take. Using baselines, you’ll know if your decisions have been successful over time or not, when looking at this historical point of reference.

You can create an overview like the one below to map your data every month to keep on improving your statistics. 

Identify opportunities for improvement

Having made an overview with your baseline, you’ll likely immediately see some figures you’d like to improve. For example, in the fictive case for Qirb Fun Center, the average order value is rather low, as is the average spend per person. 

To put that into perspective, the average order value for Briq Bookings merchants is between €80 to €120. On top of that, the average group size is 3.93, with an average spend per person of €28.

Booking benchmark overview

Not all leisure venues have the same possibilities or capacity. This means that absolute figures will not give you the best insight into your performance. 

We’ve created a quick benchmark overview with our top-performing merchants’ percentages based on our +250 clients’ data for you to know what to aim for. 

  • 70% of all bookings are online 
  • 50% of website visitors click through to the webshop 
  • 10% of webshop visitors convert to bookings 
  • 1 in 3 bookings have an upsell 

So if your goal is to get 1,000 bookings per month, you need 20,000 website visitors if you’re working with a 50% clickthrough rate and a 10% conversion rate in your webshop.

Briq Insights

Analyzing this data, we notice that Qirb Fun Center almost never sells multiple activities or products per booking and doesn’t take advantage of extras that could be added to the main activity being booked, like food, beverages, merchandise, or simply another round of the same activity. 

Thus, we can draw the conclusion that the main reason for Qirb Fun Center’s low average order value is that it mainly sells single activities and that the percentage of sold upsells with 13% is extremely low, in comparison to the Briq standard of 35%.

Briq Marketing Insights

As you can see, the number of online bookings for Qirb Fun Center is low. This is a missed opportunity, because online booking is the best tool available to push specific deals (including those for special occasions like kids’ parties and business events), target specific segments like families and businesses, and sell more extras during checkout. 

The reason the number of online bookings is low lies in the low conversion rates that indicate how many website and webshop visitors actually book Qirb’s experiences. 

Probably Qirb’s website and webshop aren’t yet optimized to get the most bookings, push the best deals and sell the most extras.

Set your SMART goals and stick to them. Keep track and analyze of your data and see if you need to make some changes.

Drive more booking to your leisure business with Briq

Do you want to sell your activities online? With Briq you get an easy-to-use webshop. That is not all, with Briq you get interesting data insights and automated scheduling. 

With Briq’s online booking system, you make your business more effective and save time by automating your bookings. It helps you to streamline your operations, by centralizing all the information and tools you currently use in one place. 

Your guests can book the activities in your leisure center 24/7 in your webshop, even outside opening hours. Do you offer more than one type of activity? Combine them and create deals, providing your guests with customized experiences

Get in touch with us to learn more about Briq and what’s in it for you or try Briq for free.

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