Page 45 - GBC Spring 2017 eng

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Conversion Rates: Indicates how well you are converting traffic into rounds booked. If you do not know this statistic for your facility, we highly suggest calculating this prior to starting your tee time adjustment program.
• Calculating Conversion Rate: Divide the number of rounds booked dur- ing a specific time period by the total amount of page views you received. • Example: You booked 10 rounds and received 100 page views in the
same time period. This would be a 10% conversion rate.
• Increase Your Conversion Rate: Low conversion rate issues can easily be resolved when you understand the three basic factors which can
negatively affect your ability to convert views into sales.
• Interface Issues: Technical issues between your tee sheet and booking engine can cause many of your online tee times to be unbookable.
This can cause golfers to give up when attempting to book a time.
• Too Many Clicks: Booking online should be a simple process. Golf- ers are not going to waste their time if your online process is not
streamlined to create a fast and easy transaction.
• Bad Pricing: The most likely reason for low conversion rates is due
to the fact that golfers simply do not like the prices you are offering. Pay close attention to the buying habits of your golfers to ensure you are pricing correctly. Conversion rates tell you more about your clientele than you may realize.
Competitor Pricing: Understanding your competition is very important and keeping a close eye on what they are doing with their pricing is smart. Use the competitor rates and watch their utilization to help make smart decisions at your facility, instead of reactive adjustments.
RevPatt: Revenue per available tee time is the key metric used to calculate your overall and online tee times performance levels. You will need access to a system that provides playable rounds for the current and prior time periods as well as total revenues generated from greens fees and cart fees from both online and offline sales.
Golfcoursescanpayaprovider for this data, keep the data themselves at the course, or use free tools to gather this information.
APR: Average rate per round has been widely used as the most important statistic. However, it does not tell the true story of what is happening on your tee sheet. You may see a significant increase in your overall APR while dropping in revenue. In the same sense, you could also see a decrease in APR while your revenues greatly increase.
The key to monitoring APR is to break down your average rate by day and time period. This will allow you to better understand the specific areas of your tee sheet that need attention when both raising and lowering rates based upon demand.
Pacing/Forecasting Trends: Keep track of how you are doing compared to the goals that have been set. Review these items each time you make an adjustment to ensure you are on track for success.
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