ladera resort giaq1 - emily brook
TRANSCRIPT
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.