M I C R O C O N V E R S I O N G O A L S
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1 C O N T A C T U S T h i s p a g e l i s t s a l l o f t h e d i f f e r e n t d e p a r t m e n t s t o c o n t a c t, d e p e n d i n g o n y o u r r e q u e s t. A t t h e b o t t o m o f t h e p a g e, t h e r e i s a n t h e o p t i o n t o e n t e r p e r s o n a l i n f o r m a t i o n a n d t o s u b m i t c o m m e n t s a n d / o r q u e s t i o n s.
2 P R E S S The purpose of this page is for customers to gain an outside view of the resort and the value it has to offer. Customers are able to access various articles about the resort and even download PDF files. P r e s s c o v e r a g e s P r e s s r e l e a s e s A w a r d s & A c c o l a d e s
3 M I C R O C O N V E R S I O N G O A L S M i c r o c o n v e r s i o n s a r e a c t i v i t i e s t h a t u s e r s f r e q u e n t l y e n g a g e i n b e f o r e p u r c h a s i n g. T h e s e h a v e t h e p o t e n t i a l t o u l t i m a t e l y l e a d t o a p u r c h a s e. F o r i n s t a n c e : L a d e r a B r o c h u r e P D F d o w n l o a d V i d e o v i e w s F i l l i n g o u t c o n t a c t f o r m s F i l l i n g o u t a p r o p o s a l r e q u e s t D o w n l o a d i n g a p i c t u r e f r o m t h e g a l l e r y O p e n i n g t h e " p r e s s r e l e a s e " a r t i c l e s F o l l o w i n g L a d e r a o n s o c i a l m e d i a
4 M A C R O C O N V E R S I O N G O A L S Macro conversions happen when money exchanges hands between the buyer and the seller. For Instance: Book Now option/ Make a Reservation option= requires a 3-night deposit to guarantee a reservation at the time of booking.
5 M A C R O C O N V E R S I O N F U N N E L C l i c k " B o o k N o w " S e l e c t " D a t e s o f S t a y " S e l e c t " A c c o m m o d a t i o n " F i l l o u t " G u e s t I n f o r m a t i o n " F i l l o u t " P a y m e n t M e t h o d " C l i c k " B o o k N o w "
6 H O W T O S E T U P G O A L S I t i s c o m m o n f o r w e b s i t e s t o h a v e s e v e r a l k i n d s o f m i c r o a n d m a c r o c o n v e r s i o n s, s o i t ' s l i k e l y t h a t L a d e r a w i l l w a n t t o s e t u p a t s e v e r a l g o a l s. 1. Sign into Google Analytics 2. Click on the "Admin" tab 3. Select the appropriate Account, Property, & View 4. Under "View"- click "Goals" 5. Click "New Goal" 6. Under "Goal Setup", select the goal type
7 H O W T O S E T U P G O A L S EXAMPLE FOR LADERA: (Page 1) (Page 2) 7. Select "Template" 8. Select "Revenue" 9. Click "Continue" 10. On the next page, under "Goal Description Name", type: Reservations 11. Under "Type", click "Destination", then "Continue" 12. Under "Goal Details", select "Equal To" and type: Click "Save" Setting goals is crucial for measuring the success of a website. It is important for Ladera to set up goals to see how well its website performs and to adjust its actions based on theses results.
8 F I L T E R I N G B Y R E G I O N Because there are Regional Sales Managers for North America, Europe and South America, it is important to filter these views to ensure that the data from each region can be viewed individually. 1. Create a new view with information from the desired countries 2. Under "View", click "Filters" 3. Click "Add Filter" 4. Select "Create New Filter" 5. Under "Filter Name", type: Geographic Location 6. Select "Custom" filter 7. Select "Include" 8. Under "Filter Field", select "Country" 9. Under "Filter Pattern", type: North America, Europe, South America 10. Click "Save"
9 M A I N L A N D I N G P A G E S 1. Wedding: the main area of interest for people coming to this page is to book a wedding venue. People want to be able to explore options before deciding on the perfect destination. Ladera has created a detailed Wedding page, with lots of valuable information. 3. Rates & Special Offers: this page allows potential customers to explore the different pricing options within their budgets. Ladera has several types of offers that appeal to customers with slighlty ranging budgets. 2. Accommodations: people come to the accommodations page once they are serious about booking at Ladera. After checking out the wedding venue options and prices, the accommodations page is where they come to narrow down their search even further.
10 # L o v i n g a t L a d e r a WEDDING CAMPAIGN Considering Ladera's target audience it strives to reach, it would be beneficial to focus on the "Wedding" landing page and create a campaign centered around weddings. By using a simple and catchy hashtag (such as the one above), Ladera has the opportunity to advertise across several different platforms to reach this audience. The 3 channels that would be most beneficial for this campaign are: Pinterest, Instagram, and Facebook.
11 WEDDING CAMPAIGN PINTEREST For businesses on Pinterest, it is important to put the pinners first. In order to be effective, companies must have a clear understanding of their target consumer and pin items that are relevant to that target audience. For this campaign, Ladera will utilize its "Weddings at Ladera" Pinterest board to show every aspect of weddings. Rather than just pinning photos of previous weddings at the resort, Ladera will start pinning wedding dresses from different bridal shops, floral arrangements, etc. and use the hashtag #LovingatLadera.
12 W E D D I N G C A M P A I G N INSTAGRAM F o r b r a n d s t o b e s u c c e s s f u l o n I n s t a g r a m, t h e y h a v e t o g e t p a s t p u s h i n g s a l e s a n d i n s t e a d s t a r t c a p t u r i n g m o m e n t s t h a t a r e i n t e r e s t i n g t o t h e c o r e t a r g e t c u s t o m e r. F o r t h i s c a m p a i g n, L a d e r a w i l l h a v e t o s t a r t b y t a k i n g m o r e w e d d i n g p h o t o s. C u r r e n t l y, t h e I n s t a g r a m i s f i l l e d w i t h r e p e t i t i v e p o s t s. I n o r d e r f o r t h i s c a m p a i g n t o s u c c e e d, n e w w e d d i n g p h o t o s w i l l h a v e t o b e t a k e n a n d p o s t e d u s i n g t h e h a s h t a g # L o v i n g a t L a d e r a.
13 W E D D I N G C A M P A I G N FACEBOOK F a c e b o o k i s a g r e a t p l a t f o r m t o u s e w h e n i t c o m e s t o t a r g e t i n g t h e r i g h t a u d i e n c e s a n d g a i n i n g e x p o n e n t i a l r e a c h, b e c a u s e i t h a s a c c e s s t o s o m u c h i n f o r m a t i o n. F a c e b o o k a l s o h a s g r e a t a n a l y t i c a l t o o l s. F o r t h i s c a m p a i g n, L a d e r a m u s t u t i l i z e F a c e b o o k i n t h e w a y i t w a s i n t e n d e d - t o p o s t m o r e d e t a i l e d c o n t e n t. S p e c i f i c a l l y, L a d e r a s h o u l d c r e a t e p r o f e s s i o n a l w e d d i n g v i d e o s a n d p o s t t h e m u s i n g t h e h a s h t a g # L o v i n g a t L a d e r a.
14 U R L B U I L D E R 1. A c c e s s t h e U R L B u i l d e r f o r m 2. E n t e r t h e " W e b s i t e U R L " : w w w. l a d e r a. c o m 3. E n t e r t h e " C a m p a i g n S o u r c e " : P i n t e r e s t 4. E n t e r t h e " C a m p a i g n M e d i u m " : s o c i a l 5. E n t e r t h e " C a m p a i g n N a m e " : # L o v i n g a t L a d e r a 6. E n t e r t h e " C a m p a i g n T e r m " ( i f a n y ) 7. E n t e r t h e " C a m p a i g n C o n t e n t " : p r o m o 1 8. T h e U R L i s a u t o m a t i c a l l y g e n e r a t e d a t t h e b o t t o m 9. R e p e a t t h e s e s t e p s t o c r e a t e U R L ' s f o r e a c h s o u r c e u s e d - F o r s t e p 3, E n t e r : I n s t a g r a m o r F a c e b o o k - F o r s t e p 7. E n t e r : p r o m o 2 o r p r o m o 3
15 U R L B U I L D E R P i n t e r e s t U R L : w w w. l a d e r a. c o m? u t m _ s o u r c e = P i n t e r e s t & u t m _ c a m p a i g n = % 2 3 L o v i n g a t L a d e r a & u t m _ m e d i u m = s o c i a l & u t m _ c o n t e n t = p r o m o 1 I n s t a g r a m U R L : w w w. l a d e r a. c o m? u t m _ s o u r c e = I n s t a g r a m & u t m _ c a m p a i g n = % 2 3 L o v i n g a t L a d e r a & u t m _ m e d i u m = s o c i a l & u t m _ c o n t e n t = p r o m o 2 F a c e b o o k U R L : w w w. l a d e r a. c o m? u t m _ s o u r c e = F a c e b o o k & u t m _ c a m p a i g n = % 2 3 L o v i n g a t L a d e r a & u t m _ m e d i u m = s o c i a l & u t m _ c o n t e n t = p r o m o 3 The purpose of the URL builder is to generate a URL with tracking parameters. The URL builder allows you to track more than just one metric (i.e. Pinterest, Instagram, and Facebook). The URL can be linked to an overall campaign to compare how it does against other platforms. It also shows the conversion rate between people who accessed the campaign s URLs and how many people actually made a reservation. In general, the URL builder allows for evaluation of the overall marketing efforts and whether to move forward certain campaigns, change something within a campaign, or drop the campaign altogether.
16 V I S I T O R S & K E Y M E T R I C S G E O G R A P H Y = T h i s m e t r i c w i l l s h o w L a d e r a w h e r e a l l v i s i t o r s a r e c o m i n g f r o m. T h i s w i l l f u r t h e r s p e c i f y w h e r e t h e y s h o u l d t a r g e t t h e i r c a m p a i g n a n d i f i t s h o u l d b e t h e s a m e, o r d i f f e r e n t, f o r e a c h r e g i o n. N E W V S. R E T U R N I N G V I S I T O R S = L a d e r a c a n u s e t h e s e m e t r i c s t o s e e w h o t h e i r t r a f f i c i s m o s t l y c o m i n g f r o m. T h i s w i l l a l l o w L a d e r a t o c o n f i r m t h a t t h e i r m a r k e t i n g e f f o r t s a r e c a p t u r i n g n e w c o n s u m e r s, b u t a l s o r e t a i n i n g p r e v i o u s c u s t o m e r s. T I M E O N S I T E = T h i s m e t r i c c a n b e t r i c k y t o m e a s u r e w i t h o u t g o o g l e a n a l y t i c s. S o m e t i m e s i t m i g h t s e e m a s i f a v i s i t o r h a s s p e n t t o o m u c h t i m e o n t h e L a d e r a w e b s i t e, w h i c h m e a n s t h e y a r e e i t h e r s t r u g g l i n g t o f i n d i n f o r m a t i o n, o r t h e y l e f t t h e t a b o p e n o n t h e i r c o m p u t e r. L u c k i l y, g o o g l e a n a l y t i c s w i l l e n d a u s e r ' s s e s s i o n a f t e r 3 0 m i n u t e s o f i n a c t i v i t y s o t h a t " t i m e o n s i t e " c a n b e m e a s u r e d m o r e a c c u r a t e l y. S I T E D E P T H = T h i s m e t r i c s h o w s h o w m a n y p a g e s o n t h e L a d e r a w e b s i t e a c u s t o m e r l o o k e d a t p e r v i s i t. I n t h i s c a s e s c e n a r i o, L a d e r a w o u l d w a n t a g r e a t e r s i t e d e p t h, i n d i c a t i n g t h a t t h e v i s i t o r w a s i n t e r e s t e d i n e x p l o r i n g t h e w e b s i t e. B O U N C E R A T E = T h i s m e t r i c s h o w s h o w o f t e n v i s i t o r s a c t i v a t e t h e L a d e r a w e b s i t e b u t t h e n i m m e d i a t e l y l e a v e i t. L a d e r a w a n t s t o h a v e a l o w b o u n c e r a t e. I f t h e b o u n c e r a t e i s h i g h, L a d e r a s h o u l d f i n d w h a t i s c a u s i n g c u s t o m e r s t o l e a v e t h e i r s i t e a n d r e - e v a l u a t e.
17 RECOMMENDED IMPLEMENTATION: To recap everything that has been discussed- I recommend that Ladera set up several goals in their Google Analytics account, both micro and macro. It would be sufficient to set up at least 3 micro goals to help measure and keep up with campaign and website success. I recommend that Ladera also set up several filters in order to assess the data in a way that is most easily viewable, not only by region, but on more quantified levels as well. I also suggest the implementation of the #LovingatLadera Wedding Campaign. By using Pinterest, Instagram, and Facebook, I believe that Ladera will be able to grow their reach immensely. It is also important to remember how to properly set up URL builders in order to properly track the parameters of each social platform for this campaign. Lastly, it is imperative to take into consideration the key metrics you want to evaluate. Some key metrics that are important to measure are: Geography, New vs. Returning Visitors, Time on Site, Site Depth, and Bounce Rate. Ultimately, to achieve the most effective results, I recommend that Ladera implements the use of Google Analytics immediately.
18 SOURCES
Google Adwords. 8WEB Google Adwords. Capture leads & make sales. Y o u r P a r t n e r s I n O n l i n e S a l e s
8WEB Google Adwords Capture leads & make sales 8WEB Google Adwords Y o u r P a r t n e r s I n O n l i n e S a l e s 0407 924 368 8web.com.au PO BOX 8, Callala Beach, NSW 2540 W H A T I S G O O G L E A
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