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Google Analytics Measurement

Strategy

Wasem Addus

Introduction

The purpose of Ladera's website is to give potential

customers the information they need to know, such as

pricing, visual media content, and even about why St.

Lucia is the resort they need to go to for their

unforgettable getaway.

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Target Audience

The target audience for

Ladera would be couples.

More specifically, the couples

who are in love and want to

do something special. This

can include couples who are

married, and would like to go

for their honeymoon. This can

also include couples who are married already, and are just looking for a

romantic getaway. Overall, Ladera would typically be going for an older

crowd with couples in mind as their target.

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Main Pages and Functions

The Resort- The main landing page and gives a brief insight on why the property is so special by using

the their history, description of their environment, and more.

Accommodations - A description and list of the amenities Ladera has to offer such as a coffee and tea

making facilities, WiFi service, pool with pool attendance that can accommodate you for your beverage and food needs, and more.

Activities- Has a list of all the different activities offered at the resort.

Wedding- Contains a wide range of packages offered for Weddings by Ladera.- It includes everything from the location for the wedding,

the photography, and even entertainment for the event.

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Dining- A brief description about the Chief style of cooking in the kitchen, and how the restaurant

is perfect for any occasion.

Rates and Special Offers- Contains different packages, pricing, and promotions.

Gallery- Contains different photos and videos to show customers the kind of experience they

would be having.

Contact Us- A list of contact information for Guest Services and Concierge, Reservations, Dasheene

Restaurant, and International Sales & Marketing.- Contains an area to submit a request to get contacted.

Press - Contains press coverage, press releases, and awards.

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Core Functionality Elements

Tabs- Located on the top main bar for easy access to more information.

Local Temperature- Inform visitors of the local weather in St. Lucia, hopefully allowing them to imagine warm

sunshine and tropical climates; located on the top of the right sidebar on each page.

Email Signup - A tab on the right sidebar of the homepage takes visitors to a separate page with a form

to fill out personal information and sign up for emails and mobile offers from Ladera.

Personal Information- Under the “Contact Us” tab, visitors can fill out a simple form and request to receive email

and mobile updates.

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Social Media- Located on the right sidebar on the homepage and in the footer, visitors can click on the Facebook, Twitter, Pinterest, Google+, and Instagram logos to follow or view Ladera’s presences on these platforms.

Brochure- The last tab on the right sidebar on the homepage invites visitors to “download our

ebrochure” which is a PDF of a calendar and brief information about Ladera’s accommodations.

Learn More- In the right hand sidebar on each page, there is a

scrolling tab that offers visitors the opportunity to learn more about certain deals or opportunities.

Reservation Tool- Located above the “Make a Reservation” tab, and allows guests to book their stay easily.

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Site goals

Google Analytics allows us to see the back end of a website and understand

the minds of consumers. In this case, we want to have a better understanding of

people who go on Ladera’s website. With google analytics, were able to apply

goals to specific pages on Ladera’s website, which lets us know how many users

visited the site, how many pages they had viewed in a session, how long they

stayed on Ladera’s site, and how they got to the website. We could use these

information to increase Ladera’s conversion value, which as a result, means that

they reached their macro goal. Ladera’s macro goal is for a customer to book a

stay at the resort.

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Macro Conversion Funnel

Booking a Stay Ladera Resort

1. Select your reservation details. Begin your

reservation by choosing the time frame you plan on being on you getaway, and how many adults.

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2. Select your room. In the next step, you will pick an available room from the list

provided.

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3. Confirming Your ReservationYou would then review your selected suite, stay schedule, and final

price.

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4. Finalize ReservationLastly, you would input

your personal information and finalize your reservation with Ladera.

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Micro Goal

Email Signup - Visitors can fill out their information by clicking the “email signup” tab on the right sidebar of the

main page. This form is similar to the request information page above, but includes more information to fill out like the visitor’s address. Again, it takes about 10-30 seconds to fill out and there are two screens: the form and a thank you/confirmation screen

Video and Photo Content - There is a main video on the homepage as well as 11 additional videos along with numerous

pictures under the “Gallery” tab. Each video is around 3 minutes long and should be set up as an event for tracking in Google Analytics.

Request Information - Visitors can fill out preliminary information and opt in to receive email or mobile updates from

Ladera. The duration to fill out the form is about 10-30 seconds, there are two screens: the screen with the form to fill out and a thank you/confirmation screen.

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Setting up Goals

1. Once you enter you Google Analytics page,

go to Admin.

2. Then click goals on the right side of the

page.

3. Next, click to add a new goal.

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There are 4 types of goals that can be used in Google Analytics:

Destination- Set the this type of goal to track the number of visitors who reach the Make a

Reservation page.

Duration- Set this type of goal to see those who are interested in the content Ladera has to

offer on their website.

Pages/ Screens per Sessions- Set this type of goal to track the number of pages a customer visits before he or she

leaves the site.

Event- Set this type of goal to numerically track video views, brochure downloads, email list

subscriptions, and contact form requests.

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Filters for Regions

In addition to tracking specific goals, its also important to track these goals by regions. These regions would include North America, South America, and Europe. Applying filters for each region would allow the regional sales directors to have a better understanding of their conversion value.

North America

South America

Europe

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Landing Pages & Audience Target

Homepage: http://www.ladera.com/

Wedding:http://www.ladera.com/romantic-getaways/

Honeymoon Package:http://www.ladera.com/packages/honeymoon-packages/

The audience target would be people who are interested in Ladera’s romantic getaway and honeymoon package. These visitors would most likely be couples who are planning an anniversary, wedding, or a honeymoon.

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Campaign for wedding

Objective: To increase wedding reservations at Ladera’s resort by directing consumers to the “Romantic Getaway” landing page (http://www.ladera.com/romantic-getaways/) through social and digital advertisements.

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Channels:

Adwords - for creating stunning ads using photos from the gallery section on the website and placing it through different wedding sites

Facebook - for posting different content and having a online social relationship

Instagram - for uploading beautiful and stunning images from different weddings and events

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URL:

Adwords: http://www.ladera.com/romantic-getaways/?utm_source=adwords&utm_medium=banner&utm_campaign=wedding

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Facebook:http://www.ladera.com/romantic-getaways/?utm_source=facebook&utm_medium=fbpost&utm_campaign=wedding

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Instagram:http://www.ladera.com/romantic-getaways/?utm_source=instagram&utm_medium=biolink&utm_campaign=wedding

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Why track campaigns using URL builder?

The purpose of having a URL builder is to let us know where the

traffic is coming from so we can allocate our resources and investments

wisely during our marketing campaign. Additionally, it also helps us

understand the site’s conversion and ROI values. For instance, if people

were coming from ads from the web more frequently than Facebook or

Instagram, then Ladera should focus more on investing in Adwords since

the majority of their traffic are from ads, which could result in a higher

return.

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Understanding visitors

New vs. Returning Visitors- Its important to understand if your site is receiving new or returning

traffic. Do people have to come back to eh site to make a decision?

Device Type- Its important to understand where your visitors are coming from to

better tailor the experience they would get. Are they coming from a mobile device, tablet, or desktop computer?

Geography - Its important to understand where your audience is coming from to

invest your resources wisely.

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Time on Site - Its important to understand how long they stay on the site to determine

what they could possibly be doing and whats working. For instance, are they leaving the site after they seen the homepage or are they staying longer to watch the video?

Site Depth- Its important to understand the average number of pages thats visited

on the site in one session. This metric is important to a site like Ladera that has lots of different information dispersed between many tabs and pages.

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conclusion/recommendation

In conclusion, the use of Google Analytics would serve as a useful tool in helping achieve Ladera’s macro goal of getting a user to make a reservation at their resort. Also, using Google Analytics would allow you to track your micro goals. These goals would be based of the number of visitors, the duration of each visitor, the pages each user visits before leaving, and the tracking the different events the user does on the site such as watching a video. As a result, I would recommend implementing the filter views to group data by regions to help focus and understand different geographic regions, and the URL builder to keep track of the wedding campaign from the different channels.

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