Ladera Resort GIAQ1 - Emily Brook

By:EmilyBrook

Overview:

ThefollowingrepresentsbasicfactsaboutLaderaasabusiness,aswellas

recommenda=onsforLaderatobroadentheircustomerbase,andincreaserevenuesby

implemen=ngameasurementstrategyusingGoogleAnaly=cs.Theimportanceofthisistobe

abletoknowwhatandhowtomeasurepar=cularmetricsthataffectbusiness.

AboutLadera:

Laderaisamajorplayerintheroman=cgetawayresortindustry.LaderaResortislocatedinSt.Luciawheretherearesomanybreathtakingnatural

surroundingstotakein.Couplesfromaroundtheworldtravelheretogetmarried,honeymoonorindulgethemselvesinthemanyac=vi=esthattheareahastooffersuchassunsetcruises.Therearemul=plepackagesofferedtohoneymoonersandindividualsgeGngmarriedthatencompassthe

desiresofeachcouple.

TargetAudience:“WeddingRelated”

+HoneymoonersNewlywedscelebra=ngtheirbeginningtogether

+WeddingsIn=mateceremonybetweentwoindividuals

+Roman?cGetawaysCouplesretreattoembraceeachother

MainPages Func?on

HomeOverallguidetoLaderaResortandallithastoofferitsguests.Therearephotosandsub-pageswithFAQ’sandotherlinkstobookinginforma=on.

Accommoda?ons 360degreevideoofthevarioussuitesandameni=es.

Ac?vi?es Encompassesalistofthevariousac=vi=estheresorthasavailabletoyou.

Weddings Informa=ononweddingplanningandpackages.

RatesandOffers Allratesdetailedbysuiteandpackageincludingmealplans,depositsandsoon.

Contactus Liststhecontactinforma=onofeachdepartment.

MacroGoals:BookingaHotelSuite

•  ThemaingoalforLaderaistoconvertwebsitevisitsintoresortbookings.Thebookingscreaterevenueforthecompany,andsodoalltheadd-onsthatareop=onaltothecustomerincludingfoodplans,packages,andexcursions.

PurchaseofaWeddingPackage

•  Apredominantthemeofeventsatthisresortisweddings.Couplescancomeexperiencesomeofthemostbeau=fulscenestheworldhastoofferandgetmarriedthere.Weddingplannersareprovided,butthepackagesdonotincludefoodorexcursions.

MicroGoals:Social

Follow/Like

Thecompanywantsindividualstobeliking,andfollowingtheiraccountssothatwhendealsornewscomestolighttherecanbeac=veconversa=onsviasocialmediabetweenthemasses.

InfoRequest

Thereisanop=ononLadera.comthatallowsindividualstoaskques=ons,buttheyfirstmustinserttheirinforma=on.ThisallowsLaderatoanswertheirques=onsandsavetheircontactinforma=onforfuturemarke=ngefforts.

WebsiteHit

Akeymicro-goalforLaderaisgeGnghits.Ahitiswhenanindividualentersthesiteeitherfromanorganicsearch,referral,socialmedia,paidresearch,oretc..Websitehitsareanimportantmetrictolookatwhenthinkingofabusinessandhowsuccessfulitmayormaynotbe.

WebsiteHit

ThefinalstepbeforehiGngamacro-goalislookingatthecalendartoseeifthedatesyouwoulddesiretovisitareopen,andinthepricerangeyouarelookingfor.Thisisamicro-goalbecauseitdifferen=ates“justvisi=ng”customersfromseriouscustomers.Thisisanimportantmetrictomeasure.

ConversionFunnel:

MicroGoals•  Likes/Shares•  InfoRequest•  WebsiteHits•  Etc.

MacroGoals(WeddingPackageorBookingaSuite)

Microgoalsarethecallstoac=onorthesteppingstonesthatleadthewaytoturningconversions.Thedesiredoutcomeisthemacrogoal.

SeNngGoals:

Youcansetupcustomizedgoalsbygoingto“Admin”andthenclickingthe“Goals”tab.Therearefourtypesofgoals.Itisimportanttounderstandwhatneedstobemeasuredaccordingtoyourbusinessobjec=ves,becausetherearealwayscauseandeffectrela=onshipsandifyouarenotabletoseethesethenyouarenotaheadofthegame.Forexample,ifyouhaveanecommercesiteandeverypersonwhoentersthesiteleaveswithinafewseconds,youneedtoreevaluatethehomepageorifinfoiseasilyaccessiblebecausesomethingisnotworking.

FilteringViewsbyRegion:

Tocreatethiscustomfilteryouagaingointo“Admin”andcreateafilterincludingregion.

LandingPages

Laderahastwomainlandingpages:•  Thehomepageisamainlandingpage–  www.Ladera.com

•  Theothermainlandingpagewouldbetheweddingspage–  www.Ladera.com/roman=c-getaways/

Eachoftheabovepagesarewheretheaudienceisaccumula=ngiftheyareinterestedinagetaway.

WeddingsCampaignTheweddingcampaignconsistsofthelandingpage

www.ladera.com/roman=c-getaway/

Iwouldadver=sethisweddingcampaignviamul=plesocialmediapla`ormssuchas:Pinterest,Instagram,andGoogleAdwords.

Pinterest–Isuggestadver=singviaPinterest,becausethereisnotasingleyoungwomaninanyofmyfriendorfamilycirclesthathasnottakenapeekatweddingthemes,dresses,getaways,flowers,etc.onPinterestforideasfortheirownweddingoneday.Imyself,havemyownboardfullofweddingideasthatIhavepinnedforfutureuse.

WeddingsCampaign(Con?nued)Instagram–Ialsorecommendusingthepla`ormInstagram,becausetheagegroupthatthispla`ormistarge=ngatthemomentfallsbetweentheagesof18-29.Insayingthat,almostallofthoseusersareonthispla`ormdaily,andtheupperlevelofthatagebracketistheindividualsthataremorelikelytobecomeengaged.GoogleAdwords–Thelastpla`ormIsuggestisGoogleAdwords,andforgoodreason.Couplesdonotregardtheirweddingorhoneymoonasatrivialdecision,thereforetheyputalotof=meandworkintosearchingthebestop=ons.ThewayGoogleAdwordsworksisthatwhenindividualssearchsomethingtheytypicallyuseGoogle,inwhichyouasabusinesscanpaytohaveyourwebsitetoappearatthetopoftheresultspagewhenspecificsearchphrasesorwordsareused.Thistendstobeaveryusefultoolinthegrandschemeofbusiness,becausepeopletypicallychooseonlythefirstfewresultsageraGooglesearchisdone.

URLBuilder

Thisdemonstratestheinforma?onthatisneededtocreateaURL

Eachcampaignneedstobestrategicallytagged,becauseifnotthereportsthatyoucreatewillbemissingimpera=veinforma=onthatwillleadyoutomakeincorrectassump=onsanddecisionsaboutyourbusiness.TakeLaderaforexample,ifthiscompanydidnotstrategicallytagtheirweddinglandingpagethentheywouldhavenoideahowtomeasurewho,howandwhateachindividualdidwhileonthesite.Theinforma=ongainedfromacorrectlydonecampaignwillinformthemarketerwhichchannelsleadtothemostconversionsandwhichadver=sementswerethemosteffec=ve.

MonitoringVisitors

Metric Why?

Newvs.ReturningCustomer

Thismetricneedstobemeasuredtodecipherwhoisnewandwhohasalreadybeentothesitetolookaround.Thisisagoodmeasureofloyaltyandcampaigneffec=venesstodrawinnewprospec=vecustomers.

DeviceType

Anotherequallyimportantmetrictomeasureisthedevicesthatindividualsareusingtoreachthesite.Somecompaniesdonottakeintoaccounttheformatthattheirwebsitewillappearonmobiledevices,andthisisamajorflawconsideringmul=pleculturessolelyusemobiledevicesforecommerce.

MeasuringVisitors

Visitor What?Why?

BounceRate

Abouncerateisthe%ofvisitorswhovisitthesiteandthenleaveimmediatelywithoutclickinganythingelse.Thisisabigdetermina=onofeasilyaccessibleinforma=onandifthesiteisaesthe=callypleasing.

SiteDepth

Sitedepthistheaveragenumberofpagesviewedinasinglesession.Whenindividualsaremoreinterestedtheytendtoclickaroundtodiscoverinforma=on.

TimeonSite

Timeonsiteistheamountofminutesacustomerstayswithinasite.Typicallythemoreengagingasiteis,thelongeranindividualstaysfor.

Geography

Wherearetheindividualsthatarecomingtoyoursitelocated?Domarke=ngeffortsneedtobereadjustedtoamorepar=cularregionormovedawayfromanother?

FinalRecommenda?ons: Overall, I believe that Ladera should advertise via multiple

channels including: Instagram, Pinterest, and Google Adwords to target couples. Ladera needs to use Google Analytics as well to understand the path that customers are taking to get there, what they are doing when they get there and where they are coming from. This is where URL builder comes into play; the separate links within the site need to be specifically tagged in order to successfully monitor these measurements. If Ladera implements goals, targeting and segmenting via Google Analytics the information to soar their company will be easily accessible to them, and they will be able to understand which campaigns were effective as some others were not.