A Romantic Paradise St . Lucia , West Indies

LADERA

K E L L Y W E B E R

Measurement Strategy  and

Recommendations

The Ladera website exists to not only generate revenue for the business

through reservations but also to entice visitors to stay at the resort and inform them of Ladera's products and services.  

TARGE T AUD I ENC E : COUP L E S

Examples of this target audience would include . . .

COUP L E S L OOK ING TO RECONNEC T

HONEYMOONERS

COUP L E S P LANN ING A WEDD ING

More speci f ical ly , coupes who enjoy romantic expression and have enough disposable t ime and income to take a

mult i-night vacation out of the country .  

GOA L S

Waste management can be achieved through designing in

modules – planning ahead for disposal concerns . This

includes recycl ing while building , implementing grey water

systems , and making low- f low taps & showers .

GOA L SOnce key performance indicators for a website have been determined, setting up goals allows the performance of these metrics to be tracked through Google

Analytics. To set up goals in Google Analytics:

First go to the Admin section of you Analytics page.  Select "+ New Goal". Determine what type of goal you want to set, if it already has a temple select that template. Rename the goal, be specific. Indicate which of the four types this goal is. (This example is a destination goal for the thank you page so specifics telling Google Analytics what pages to count are included in the graphic to the immediate left.)Save goal.

MACRO GOA LThe macro goal of Ladera's

website is to get visitors to make a reservation.  

Ladera 's macro -conversion goal funnel

could look l ike this :

MICRO GOA L SBecause these four actions indicate a high

level of interest , they are the recommended micro goals for the Ladera website .    

Downloading the E -brochure

Duration should be between 30seconds to 1 minute , downloading the brochure should be a quick and simple process for the visitorVisitors should see the Home Page and the brochure 's media page  Events for this goal include clicking the e-brochure 's l ink on the Home Page as well as the download of the PDF .

MICRO GOA L S

Signing Up for the Newsletter

Duration should be between 1 and 3 minutes , vis itors wil l need t ime to f i l l out their contact informationVis itors should see the Home Page , Email Signup Page , and Thank You Page to ful f i l this goalEvents in this goal include cl icking on email s ignup l ink , enter ing information , and cl icking the Submit button

Fol lowing Ladera on Social Media

Duration should be 30 seconds to 1 minute s ince vis itors s imply need tocl ick on the social media l ink they wish to seeVis itors should see only the Home Page of the Ladera websiteThe only event f rom this goal on Ladera 's webpage wil l be cl icking on the desired social media icon

MICRO GOA L S

Contact or Send Inquiry to the Ladera

Resort

Duration  should be between 1 to 4 minutes depending on how long i t takes the visitor to enter in their personal information and the length of their comment or message Visitors should see the Home Page , Contact Us Page , and Thank You Page for this goal to be fulf i l ledEvents for this micro goal to be achieved are clicking on the Contact Us Page , f i l l ing out the personal information and comment section , and clicking on the Submit Request button

GOA L S

Waste management can be achieved through designing in

modules – planning ahead for disposal concerns . This

includes recycl ing while building , implementing grey water

systems , and making low- f low taps & showers .

F I L T E RSFiltering data in Google Analytics by geographic region is an important ability to have to

ensure that no managers are looking at data that is not directly relevant to them. 

To set up a filter in Google Analytics:

For geographic information we will want to create a filter on the view-level, first go to the Admin section and then select "All Filters"Click "+ New Filter"Enter in a filter name that identifies which geographic sales region will be shown this this filterSelect a customer filter typeSince this will simplify setting up the filter, select "Include" Enter "Country" or "Region" into the Filter FieldIn the Filter Pattern enter in all of the countries counted as a part of the sales region this filter is focusing onMake sure the Case Sensitive box is not selected Then choose which views this geographic filter should apply to, select them and then hit the "Add >>" buttonSave the filter for the selected view or views

LAND ING PAGESLanding pages are critical tools for any website because they are where

visitors can become leads.  

Ladera Resort strategically employs multiple landing pages in order to address the specific interests and needs of the audiences coming to them. The three main landing pages are: 

http://www.ladera.com/romantic-getaways/ http://www.ladera.com/romantic-getaways/renew-your-vows/ http://www.ladera.com/packages/honeymoon-packages/

Each individual landing page directly targets one of the previously mentioned target audiences. Romantic Getaways for couples getting married, Renew Your Vows for older couples looking for some time away, and Honeymoon Packages for those just married. 

CAMPA I GN SUGG ES T I ON : WEDD INGSTagging campaign ads and using specific URLs to reach particular landing

pages on a website are excellent ways to get accurate data in Google Analytics on the success of not only the campaign itself but also the selected marketing

channels.

WEDD INGS

http : / /www . ladera .com /roman

t ic-getaways /

Landing Page:

AdWords    Pinterest     Email

Advertising Channels :

Since this campaign would be targeting couples planning a wedding, the Romantic Getaways page is the ideal landing page. This page has the content that the target audience is most interested in. 

It is likely that couples planning a destination wedding would Google search for beautiful and exotic locations at some point in the process, which is why buying key words to place ads would be beneficial. Pinterest is the most frequented social media site for planning weddings and most events in general. And finally email marketing can be utilized through the purchase of lists that have known brides. 

WEDD INGSGoogle AdWords automatically tags ads with

the information that would be created in a URL

so no additional URL is required.

The email campaign URL is featured to the right.

The landing page is the same as it would be for

Pinterest and Adwords. Source is a newsletter

since that is how the email, the marketing

channel/medium is received by the customers.

Finally the campaign name is added to the URL

for tracking purposes. 

The pinterest campaign URL will differ from the

previous in that pinterest is the source, social

media is the medium, and the campaign ad is

likely different, which is represented by using

"romantic2" instead of "romantic1". 

http://www.ladera.com/romantic-getaways/? utm_source=newsletter&utm_campaign=wed dings&utm_medium=email&utm_content=ro mantic1

http://www.ladera.com/romantic-getaways/? utm_source=pinterest&utm_campaign=weddi ngs&utm_medium=social&utm_content=roma ntic2

WEDD INGSURL generat ing can seem

cumbersome , but the more specif ic the URL i s written , the more

information Google Analyt ics wil l receive .

Generating URLs with information l ike source and medium can be invaluable when looking to f igure out the steps to conversion and where future investment in advertising and marketing should be focused . I f a URL designed for a paid search ad doesn 't generate a lot of micro or macro conversions marketers shouldconsider minimizing paid search budget in future campaigns . Also , i f there is a pattern between source and medium with specif ic products being purchased or demographic information advertisers could be able to create more personalized ads for consumers .  

V I S I T ORSKnowing as much about Ladera Resort website visitors as possible is crucial to being able to provide an experience that not only these visitors will enjoy, but also that will lead to the most macro conversions.  Selecting and analyzing key

metrics can allow for  a deeper understanding of these visitors.

V I S I T ORSThese are several key metrics that would be

useful for developing a better understanding of Ladera's online visitors.

Loyalty

Loyalty , as long as a user 's cookies are enabled , will show how frequently someone will go back to the website . For Ladera , the loyalty percentage needs to be cross-referenced with the number of bookings per visit . I f the number of bookings per visit is high and loyalty is low then that means that website visitors are coming to the website and quickly making macro conversion . This metric can also reveal problems with the website 's macro conversion funnels . In this case bookings per visit may be extremely low while loyalty is very high , meaning visitors have to come back multiple t imes before being able to make a conversion .  

V I S I T ORS

Session Duration

Session duration , essential ly how long a vis itor spends on the website , would be an excel lent metric for Ladera because i t can reveal a number of dif ferent things about the resort 's website . Primari ly , this metric can indicate how enticing the Ladera website i s , obviously the more t ime spent on the website , the more l ikely a vis itor i s to be gett ing lots of information about the resort . However , when paired with other metrics such as page views , session duration can indicate i f information i s hard to f ind . Say the website has a low session duration but a high number of page views , this would indicate that vis itors are unable to f ind the information they are looking for and quickly abandoning the s ite .  

V I S I T ORS

Geography

Geography , and admittedly any demographic indicator in general , is an excellent metric to study for a number of reasons . Say that Ladera website visitors are mostly concentrated in one geographic area , this could reveal certain cultural preferences and mediums that could be useful in creating advertisements to better connect with and persuade possible customers . Geographic information of website visitors could also be important in helping to determine the pricing of a product . I f a product is not sell ing well , and only visitors from a small , wealthy geographic area are making a conversion then this could be an indicator that the price should be lowered in order to attract a wider customer range .  

GOA L S

Waste management can be achieved through designing in

modules – planning ahead for disposal concerns . This

includes recycl ing while building , implementing grey water

systems , and making low- f low taps & showers .

RECOMMENDA T I ONSIn order to create a meaningful measurement strategy it is important to first understand and define what Ladera is hoping to attain through their website. Ladera's macro goal is to get visitors to make reservations at the resort, some micro conversions that may indicate a visitor is serious are downloading the e-brochure, signing up for the newsletter, following Ladera on social media, or contacting the resort directly. Creating goals for all of these conversions will allow for better analysis of these funnels.

Creating filters based on demographic information will be useful and prevent any wasted time sifting through data that is irrelevant to an individual looking at the website's data. Building URLs for specific campaigns based on sources and mediums can offer invaluable information about which marketing channels are leading to either micro or macro conversions; selecting the appropriate landing pages for these URLs is equally important to the success of a campaign.  

Finally fully understanding who is visiting Ladera's website can offer amazing insight into how the website is performing as well as better ways to advertise and price Ladera's services. Three key metrics to watch for this kind of data are loyalty, session duration, and geography as a demographic indicator. 

Implementing the above  measurement strategies  immediately is recommended to receive maximum benefit from this plan. 

THANK YOU FOR YOUR TIME