A representation of Google Analytics skills using Ladera Resort in St. Lucia as a base example

1. LADERA
Elizabeth Ballou

2. Table of Contents
1. Background
2. Purpose a of the Site
3. Target Audience
• Weddings
• Honeymoons
• Vow Renewals
• Romantic Getaways and Anniversaries
4. Audience Overall
5. Main Pages of the Sites
6. Core Functionality Elements
7. Macro-Goals
8. Macro-Goals Preparation
9. Micro-Goals
10. Micro-Goals Preparation
11. Micro-Goals – Social Media
12. Targets: N. America, S. America, Europe
13. Geography
14. Landing Pages and Audience Interest
15. Weddings Campaign
16. Campaign Channels
17. URL Builder
18. Understanding Visitors
19. Summary
20. Recommendation

3. Background
Once a part of one of Saint Lucia’s oldest cocoa plantations, Ladera
Resort incorporates history and nature into its design. Comprising 32 individual
suites with breathtaking views, the resort primary caters to those either
beginning or rejuvenating their romantic relationships. Each stay is an
experience in luxury and easy comfort.
The following presentation will examine how Google Analytics can further
enhance Ladera’s website in order to create conversions and increase
efficiency. Additionally, a weddings campaign will be designed to demonstrate
the benefits of Google Analytics.

4. Purpose of Site
On some level, Ladera’s website exists to expose potential customers to
the resort and its numerous amenities and beauties. Yet, more
importantly, it exists to turn the idea of paradise into a reality. Ladera
wants webpage viewers to become customers by booking dates and
fulfilling these reservations. These conversions are the primary purpose
of the Ladera.com.

5. Target Audience
As a specialized resort, Ladera has a definite audience that focuses on couples
looking a destination for:
*Unmarried couples:
• A wedding
*Married couples:
• A honeymoon
• A vow renewal
• A romantic getaway after years of
commitment or an anniversary

6. Weddings
“Perfect in every way”
Targeting:
• Couples of any age – but will typically
be younger
• Adventurous couples
• Those looking for extravagance
Package
• Six or more nights
• Extensive – many trimmings
• Add-ons: musicians, photographer

7. Honeymoons
“Welcome to happily ever after”
Targeting
• Young, just married couples
• Generally willing to spend more due
to celebratory nature of trip
• Options – staying in room with
privacy and pool or activities offered
by resort
Packages
• Three or more nights
• General food and drinks
• Massage

8. Vow Renewals
“Say ‘I do’ once again and celebrate a new
beginning . . .”
Targeting:
• Slightly older couples
• Have been married for 5+ years
• May have children
Package:
• ”Renew your vows” package
• Simpler than the wedding package
• Cheaper - $600

9. Romantic Getaways and Anniversaries
“Fall in love all over again”
Targeting:
• Those who have been married for several
years
• Generally older couples
• Those who believe they deserve
pampering
Package:
• Four or more nights
• Complementary wine
• Massages

10. Audience Overall
* Couples
* Various ages
* Upper classes of society
• Rates are high
• Have to be able to afford
the transportation costs –
relatively secluded and
small island

11. Main Pages of the Site
1) The Resort
• Overview of the resort
• Links to the brochure, FAQs,
and a short introductory video
2) Rates and Special Offers
• Seasonal rates
• Special offers for honeymoons,
anniversaries, and the Peak to
Beach package
3) Accommodations
• General information about each
room - themes and specialties
7) Gallery
• Photographs and videos of
Ladera
• Sorted by property,
accommodations, dining, and
weddings
8) Contact Us
• Phone numbers, emails, and
addresses for various sectors
of Ladera including
reservations
9) Press
• Press coverage information,
press releases, and awards
and accolades information
4) Activities
• List of the numerous activities
in which guests can participate
both in the resort and in Saint
Lucia itself
5) Weddings
• Information about wedding and
vow renewal packages
• Logistics about formalities and
wedding locations
6) Dining
• Summary of the Dasheene
Restaurant including hours of
operation, dress code, and
meal plan costs

12. Core Functionality Elements
Countless actions one can
take:
• Book a room
• Sign up for a mailing list
• Like or follow a social media
page
• Interact with a customer
service page
• Watch a video
• Read the e-brochure
• And more!

13. Goals - Macro
To book a room
1) Book now
• Can be reached
from any page
2) Select dates of
stay
• Prices under each
date
3) View and select an
accommodation
option
4) Book and make
final purchase
1
3
2
4

14. Macro-Goals Preparation
Because the singular macro-goal for Ladera is a room booking, the thank
you page after a reservation is completed will serve as the goal measure

15. Goals – Micro
Micro:
• Homepage video views
• Email signups
• E-brochure downloads
• Social media follows
• Facebook, Instagram,
Twitter, Pinterest,
Google+
• Time spent on site
• Number of pages viewed

16. Micro-Goals Preparation
Duration on a single
page: greater than 5
minutes
Introductory video
played on Ladera
homepage
Brochure downloaded
or printed by a user
Number of screens
viewed per session by
a user

17. Micro-Goals: Social Media
Facebook
• 114,661 likes
• 9,922 check-ins
Twitter
• 1,884 tweets
• 3,166 followers
Pinterest
• 537 followers
Google+
• 61 followers
Instagram
• 142 posts
• 7,383 followers
*NOTE: these do not count as micro-goals for Ladera.com because they are on separate
sites that are linked to the homepage. As a consultant, it is nonetheless important to take
these numbers into account*

18. Targets: N. America, S. America, Europe
Proximity to wealthy individuals with disposable income that allows travel and
luxury expenses
How can Google Analytics aid with determining which regional sales
are most effective?

19. Geography
This process can be repeated for North America and Europe, the other large
markets for Ladera. Google Analytics will also allow filtering by city or region.
Therefore, Ladera’s salesforce in each continent can further break down their
sales if so desired.

20. Landing Pages and Audience Interest
Homepage -
www.ladera.com
Wedding -
http://www.ladera.com/romantic-
getaways/

21. Weddings Campaign
Discover Your Wedding Paradise
Campaign
Although Ladera has already been catering to
those in romantic relationships, as a consultant, I
believe that creating a new campaign focusing on
weddings is crucial.
The “Discover your Wedding Paradise” Campaign
will track activity to Ladera’s wedding landing
page with a custom URL.
This campaign is designed to increase macro-goal
achievements (meaning bookings) at the resort.
Obviously, the primary audience is couples
looking to get married.

22. Campaign Channels
“Discover your Wedding Paradise” will
use:
• Sponsored Pinterest wedding boards
• Facebook paid advertisements
• Paid Knot.com advertisements
• Paid Brides.com advertisements
These platforms for this custom URL are
pages frequented by individuals planning
their weddings. Analytics can be
monitored through increased visits to
bridal websites or wedding-related
boards on Pinterest or through status
changes on Facebook.

23. URL Builder
• Using the URL builder will allow us to have limitations and constraints to see exactly
which sessions and which conversions come from campaign-specific sources custom.
Doing so will allow us to measure the effectiveness of the campaign itself. This data can
then be compared to the effectiveness of organic and unpaid searches.
• The following URLs will be created and placed:http://www.ladera.com/romantic-
getaways/?utm_source=pinterest&utm_campaign=Ladera_We
dding_Paradise&utm_medium=banner&utm_content=info1
http://www.ladera.com/romantic-
getaways/?utm_source=facebook&utm_campaign=Ladera_We
dding_Paradise&utm_medium=banner&utm_content=info2
http://www.ladera.com/romantic-
getaways/?utm_source=Knot.com&utm_campaign=Ladera_We
dding_Paradise&utm_medium=banner&utm_content=info3
http://www.ladera.com/romantic-
getaways/?utm_source=Brides.com&utm_campaign=Ladera_
Wedding_Paradise&utm_medium=banner&utm_content=info4

24. Understanding Visitors
Having already established several groups of couples in a broad sense, visitors to
the site must also be analyzed in terms of analytics. Some important features
include:
• New or Returning visitor
• New visitors are less likely to result in a macro-goal. Instead, a new visitor will
be likely to engage in several micro-goals. A visitor may sign up for the
newsletter, check the calendar to see if various dates are available, or watch
the introductory video. This new visitor may spend more time navigating to
various pages from the homepage, rather than using a landing page.
• Returning visitors will be more likely to result in a macro-goal. In this case,
meaning a booking. After talking to a partner, spouse, and others, this returning
visitor will have a greater understanding of their needs, interests, and budget. If
Ladera matches these variables, this returning visitor may book a room, leading

25. Understanding Visitors Continued
• Device type:
• Mobile or Tablet: It is more likely that a person on a smaller screen will simply
be browsing the Ladera page, rather than committing to a booking. The smaller
screen will allow this search to occur anywhere and at any time.
• P.C. or Laptop: A visitor to the site using one of these methods is more willing
to make a booking. Given the larger screen and general ease of navigation
given the larger display, the calendar and payment details will be clear.
• Time on site:
• This metric will be used to determine how long each visitor spends on the
website. Tracking this data has numerous purposes, such as if the site is too
difficult to navigate and people are leaving quickly. This measure can be used
in conjunction with a measure of the bounce rate.

26. Summary
Ladera’s website offers numerous user-friendly features. It has done an
excellent job thus far of catering to couples looking for romance. The website’s
many tabs and gallery of photographs truly shows the beauty of Saint Lucia.
However, this website can be further boosted through the use of Google
Analytics.

27. Recommendation
Google Analytics is a remarkable application that allows a greater insight into the workings of
Ladera’s website. In particular, data can be sorted and scrutinized through the creation of goals,
setting of filters, and tracking of various activities.
Overall, I recommend immediate implementation for Ladera to reap the greatest rewards from the
Discover Your Wedding Paradise Campaign. Using Pinterst, Facebook, Knot.com, and
Brides.com as external platforms, Ladera can draw potential customers from a more selective
group. This specialization will result in greater efficiency for Ladera.
Given the success of this campaign, I suggest that a secondary campaign be formulated and
implemented. For example, while this campaign targeted those looking to get married at Ladera,
the next campaign can target older couples looking for a location for a vow renewal after several
years of marriage.