Ladera.comLauren Glenn

Purposen ladera.com aims to give potential customers information

about the Ladera resort. From suite types to activities to the rates, the website provides all the information you need to decide whether or not you want to make a reservation. ladera.com also allows potential customers to check availability online and make reservations.

The Audiencen Honeymooners and young couples!

n Ladera is designed for honeymooners as evidence by the adventurous outdoor activities, modern accommodations, and weddings tab on the website. Their photos highlight their accommodations as well as many young couples on honeymoons.

Main Pagesn The Resortn Accommodations- 5 different suite options

with descriptions and 360 videon Activities- 21 activities with descriptionsn Wedding- 2 packagesn Dining- 2 dining options with descriptionsn Rates and Special Offers- 3 honeymoon

packages as well as rates and promotions

n Galleryn Contact Usn Pressn Make a Reservation

Goalsn Macro

n Ecommerce goal: Make a Reservationn Ecommerce goal: Book Now

n Micron Destination goal: Learn Moren Destination goal: Submit Personal

Information (Contact Form)n Duration goal: Read More

Why Set Up Goalsn Setting up goals is important because it allows

you to track how many people visit a page, how much money they spend, how long they were on a page, and much more.

n I recommend setting up goals because they allow you to collect valuable data and see what parts of your website need to be improved. For example, you may find out that people are selecting “Book a Reservation” but they are leaving the site before putting in their credit card.

How To Set Up Goalsn Setting up goals is simple! Go to “Admin” then

“Goals” (under View) then select “+ New Goal”. You may then choose a template or create a custom template depending on the goal.

n To track the number of people who made reservations you would use the “Reservations” template. You would then select “Destination” for your goal type. Then in goal details you would type in the end of the URL. You may also assign value to the conversion or set up a goal funnel if you want to distinguish between the different ways your customer reached the goal.

Step 1- Goal Setup

Step 3- Goal Details

Step 2- Goal Description

Step 4 - Conversion Funnel

Filtersn Filters are important because they allow you to

isolate the data that is relevant to your analysis.

n To set up Filters go to “Admin” then “Filters” under View then select “+ New Filter”. Select “Create New Filter” and name the filter.

n To create a view for North America, Europe, and South America you would select “Custom Filter” then “Include” and select “Region” for your Filter Field. Then type the regions into the Filter Pattern

Main Landing Pagesn Ladera’s main landing

pages are their homepage, ladera.com, and their weddings page, ladera.com/romantic-getaways/ .

n The audience coming to these pages are primarily interested in booking suites for their honeymoon.

Weddings Campaignn The best landing page for a Weddings Campaign is

ladera.com/romantic-getaways/ .n I would suggest advertising for a Weddings Campaign using

Google Adwords, Pinterest, and Facebook.n Google Adwords- People are constantly searching for the

best honeymoon spots. If used correctly, Google Adwords can get you on the top of Google search results for popular searched phrases such as “Best honeymoon spots” or “Honeymoon vacation locations”. Google is a great tool to use because when people want answers, they type it into Google.

Campaign Channelsn Pinterest- Every woman has a wedding

Pinterest board filled with dream dresses, beautiful cakes, and ideal honeymoon spots. Advertising on Pinterest will allow you to capture a large portion of your target audience.

n Facebook- Everyone is on Facebook. And although the younger generations are starting to move towards other platforms like Instagram, Facebook is a great advertising tool. You can identify a narrow target market and reach your target audience at little cost.

URL Buildern Use the URL Builder to create trackable URLs with

important information about the campaign and channels

Why The URL Builder?

n Using the URL Builder allows you to track how your customers enter your site as well as where they go once they’re on your site.

n The URLs generated will help you learn which Adwords are most effective, which advertising channels lead to the most conversions, and other insights that will assist you in planning future marketing campaigns.

Monitoring Visitorsn I suggest monitoring the following

metrics in Ladera’s Google Analytics: n New v. Returning Visitors: to see

if Ladera is gaining new visitors or if most of the traffic on ladera.com is created by visitors who have been to the site before.

n Device Type: to see from what device the majority of your audience is accessing ladera.com . Then determine if ladera.com is designed well for these devices.

Measuring Visitorsn Geography: to see where most of your visitors come

from. Is most of your traffic close to St. Lucia or is it from farther away? Do you need to adjust your marketing to capture your primary geographical locations?

n Time on Site: to see if your site is captivating. Are visitors spending a lot of time looking around the site to learn about the resort or are they leaving within 30 seconds (a short time on site could also mean that they are finding what they’re looking for quickly)

n Bounce Rate: to see if visitors can find what they’re looking for on your landing pages. A high bounce rate shows visitors cannot find what they’re looking for and they are therefore leaving after just viewing the landing page.

Overall Recommendations Overall, I recommend running a wedding campaign using Google Adwords, Pinterest, and Facebook. I think these channels will be the most beneficial platforms to capture Ladera’s young target audience. I also suggest setting up ladera.com ’s Google Analytics to monitor visitors and collect data that will assist in future marketing campaigns. I recommend setting up goals and filters to ensure Ladera is collecting and monitoring data on their target audience as well as using the URL Builder to create trackable URLs for the weddings campaign.