Post on 12-Jan-2017
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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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