2. Background
Ladera.com was created for Ladera, a resort in St. Lucia, to inform and
ultimately drive reservations for prospective guests. The website features a
cornucopia of resources that provide information on the resort as well as its
packages and activities available in the area. Combined with the lavish and
professional images of the resort, this information is intended to arm the
visitor with the knowledge necessary to make the decision to book a stay at
Ladera. Thus, ladera.com also makes it very clear on how to make a
reservation with them by displaying a very prominent “Make a Reservation”
button and a “Book Now” widget right above that on nearly every page of the
website.
3. Who?
• The primary target audience of
Ladera and ladera.com includes:
• Newlyweds/Honeymooners
• Affluent Vacationers
• Retired Persons
4. What?
The main pages on the website
include all of the following:
The Home Page
Accommodations
Activities
Weddings
Dining
Rates and Special Offers
Gallery
Contact Us
Press
The core functionality elements on
these various pages include:
“Book Now” widget on every page
A scrolling slideshow of events and
specials on every page
A “Make a Reservation” button on
every page
Social media buttons at the bottom
of every page
A form for contacting them on the
“Contact Us” page
5. When, Where,
and How?
Macro Goal:
To get the visitor to make a
reservation or booking
Conversion Funnel Example:
1. Person Googles St. Lucia honeymoon
2. Clicks ladera.com search result
3. Lands on home page and views the
website
4. Clicks the gallery tab to view
pictures of resort
5. Clicks the “Make a Reservation” tab
after seeing how stunning the resort
is
6. Makes the reservation
7. Is sent to the confirmation page
showing booking details
6. When, Where, and
How?
Micro Goals:
Clicking “Learn More” on the
information slideshow
Viewing the “Contact Us” page and
filling out the contact form
Clicking and following one or more
of the social media buttons at the
bottom of the website
Clicking on the “Gallery” tab and
viewing multiple pictures in full
screen
7. How to Create a Goal and Why They are Important
• Under the “Admin” tab, go to the “View” section and click on “Goals”, then click on the red button pictured above
• Goals are important because they help you gauge the success of your website by measuring non-monetary conversions
• Setting up goals also allows you to view the journey your visitor makes before and immediately after they make a
macro conversion
9. Filtering Views
by Geography
Since there are Regional Sales Managers in
North America, South America, and Europe,
you will need to filter the views of the site
so that only the pertinent manager is
viewing their region’s data
To do so:
Go under the “Admin” tab, go to the
“View” section, then click on
“Filters”
Click on the red “Add Filter” button
Name your filter then go to the
Custom filter type
Click “Include” and find the Filter
Field labeled “Country”
Type in the pertinent country under
“Filter Pattern” and create the filter
10. Main Landing Pages
The main landing pages of
ladera.com include all of the
following:
www.ladera.com/romanticgetaways/
www.ladera.com/packages/honeymo
on-packages/
www.ladera.com/activities/
www.ladera.com/dining/restaurants/
The interest areas of audiences that visit
these types of landing pages are,
respectively, as follows:
Honeymooning/wedding destinations
Vacation packages/weddings/getaways
Outdoor activities/island fun
Island food/restaurants/gourmet food
11. Wedding Campaign
I believe the most optimal landing
page for a wedding campaign at
ladera.com would be:
www.ladera.com/romantic-getaways/
The best channels to advertise this
campaign would be:
AdWords
Facebook
Pinterest
AdWords would be a great channel
because it could capture prospective
visitors searching for things like
“island vacations” or “St. Lucia
weddings”
Facebook would allow for targeted
advertisement based on people’s
interests and likes
Pinterest is unique in that you could
visually display the beauty that is the
resort and St. Lucia while also
targeting those with pertinent
interests, similar to Facebook
12. Constructing Campaign URL’s Using the
URL Builder
Once you have found the URL
Builder by Googling it or by
another means, type in the
landing page URL
In this case it’s
www.ladera.com/roman
tic-getaways
Next, type in the “Campaign
Source” (ex. AdWords)
You can then further define
your campaign URL by
identifying the campaign
medium, name, etc.
For purposes of this
example, I put “cpc” for
the medium and
“wedding” for the namewww.ladera.com/romantic-
getaways/?utm_source=AdWords&utm_campaig
n=wedding&utm_medium=cpc
13. Why Generating URL’s Using the URL
Builder is Important
Using the URL’s created by the URL
Builder is essential for providing
insights into your visitors’ online
journey
The URL will be able to pinpoint
exactly where the visitor comes
from so that you can organize them
by source, medium, etc.
Not only will this allow you to find
out which advertising efforts are
worth the money (by looking at
conversion rates and ROI), but you
can also determine what to invest
in for future campaigns
14. Understanding Visitors
In order to best be able understand
Ladera’s website visitors, I would
recommend the following metrics to
measure:
Interests (Affinity Categories)
Frequency & Recency
Bounce Rate
Interests would allow you to see who
the audience is that is also interested
in St. Lucia, thus you could target
your ads to those groups (ex. movie
lovers)
Frequency & Recency would show
you how often your visitors come to
the website before they make a
reservation, thus you could
determine if you need an incentive
to book sooner
Bounce Rate would tell you how
often your landing page was being
left without going to another page,
thus you could determine if your
visitors are happy with what they
found and design accordingly
15. Conclusion
In order to best assess Ladera’s online audience, I would first recommend
filtering the views based on the North American, South American, and
European regions for their respective managers. Next, using the landing pages
I listed, use AdWords, Facebook, and Pinterest as the main advertising
channels for Ladera’s campaigns. You will want to use the URL Builder to keep
track of the different campaigns as well. Finally, I recommend using the
Interest/Affinity Categories, Frequency & Recency, and Bounce Rate reports
for the main metrics to be used. I believe these are the best metrics to keep
track of for ladera.com’s unique needs.
I recommend that Ladera and ladera.com implement this marketing strategy
immediately and completely.
