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Table of Contents Background 3 Target Audiences 4 Main Pages 5 Macro Goal 6 Micro Goals 7 Setting Up Goals 8 Regional Filters 9 Landing Pages & Interests 10 Weddings Campaign 12 Campaign Channels 13 Customized URLS 14 Metrics 15 Summary & Recommendation 16
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Background Ladera Resort in St. Lucia offers a variety of vacation options for adult
guests. The website exists to showcase those opportunities and encourage visitors to book a vacation. With main pages such as activities and
accommodations, visitors are provided in-depth information about what the resort has to offer. In addition, Ladera hosts wedding ceremonies and
receptions in an effort to expand their market. The following presentation will show how Ladera can use Google Analytics to enhance the website and
create a campaign for weddings.
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Main Pages
Provides visitors with an overview of the resort
and what it has to offer
Showcases the activities available at Ladera
Offers wedding packages, locations,
and special rates
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Micro Goals
Submit request on ‘Contact Us’ page
Visit ‘Rates and Special Offers’ page
Join email list
Request proposal
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Setting Up Goals
Goals are valuable tools within Google Analytics because they can track when events happen, such as when a visitor fills out a contact form or when they visit a
specific page. I recommend using Goals to track the number of page views for ‘Book Now’ to determine the percentage of visitors who visit the site and book a room. 8
Regional Filters
To filter the data to only see visitors from North America, Europe, and South America, follow the process above and repeat the steps using “Europe” and
“South America” as the filter name. 9
Landing Pages & Interests Ladera.com Ladera.com/the-resort
St. Lucia resorts Amenities at Ladera Resort
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Landing Pages & Interests Ladera.com/romantic-getaways Ladera.com/activities
Celebrations What to do at the resort
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Weddings Campaign To expand on Ladera’s target markets, I suggest creating a campaign centered around weddings. By guiding visitors
directly to Ladera.com/romantic-getaways through AdWords, email campaigns, and Pinterest, Ladera’s
number of new visitors and sessions should increase. As a result, Ladera builds stronger brand awareness and
greater market share for wedding locations in St. Lucia.
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Campaign Channels The campaign would be advertised on the following
websites using AdWords:
In addition to using AdWords, Ladera should utilize advertisements on Pinterest and email campaigns.
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Customized URLs For the campaign, it is important to use customized URLs for each website and channel.
These are used to record the number of visits from each source, determine if paid advertising is as effective as unpaid, and provide a benchmark for future marketing
campaigns. The following URLs should be included: TheKnot.com: ladera.com/romantic-getaways?utm_source=theknot.com&utm_medium=banner&utm_campaign=weddings Kay.com: ladera.com/romantic-getaways?utm_source=kay.com&utm_medium=banner&utm_campaign=weddings Zales.com: ladera.com/romantic-getaways?utm_source=zales.com&utm_medium=banner&utm_campaign=weddings Jared.com: ladera.com/romantic-getaways?utm_source=jared.com&utm_medium=banner&utm_campaign=weddings BlueNile.com: ladera.com/romantic-getaways?utm_source=bluenile.com&utm_medium=banner&utm_campaign=weddings MyRegistry.com: ladera.com/romantic-getaways?utm_source=myregistry.com&utm_medium=banner&utm_campaign=weddings Pinterest.com: ladera.com/romantic-getaways?utm_source=pinterest.com&utm_medium=banner&utm_campaign=weddings Email: ladera.com/romantic-getaways?utm_source=newsletter&utm_medium=email&utm_campaign=weddings
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Metrics The following metrics will be important when analyzing data
in Google Analytics: New vs. Returning Visitors – if Ladera has a high number of returning visitors, that indicates that many users are interested in Ladera Resorts. If Ladera has a high number of new visitors, specifically at ladera.com/romantic-getaways, that means the Weddings campaign is working. Time on Site – if visitors are on the site for a long time, they are probably interested and will return. All Pages – will be used to determine which pages are most popular and if the Weddings campaign is generating more interest. Bounce Rate – will be used to determine if there are problems with the landing pages.
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Summary & Recommendation Ladera has a beautiful, user-friendly website that offers plenty of
information to visitors. In order to maximize the website’s potential, Google Analytics should be used to create goals, set filters, and track
activity. Specifically, the Weddings campaign will need Google Analytics in order to be successful. Ladera should advertise the campaign on engagement websites using AdWords, Pinterest, and through email
marketing. To track activity from each source, use the customized URLs provided. Finally, analyze data in Google Analytics, focusing on the
suggested metrics. Upon approval, I recommend immediately advertising the campaign on the suggested websites.
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