The purpose of this project was to review Ladera Resort's website and establish recommendations for an overall measurement strategy. This task was completed without access to the site's Google Analytics account. I was able to look at the site and articulate what I would measure, why, and what sort of outcomes I hoped to garner from implementation.

1. Rebecca Rast
Ladera
Romantic Paradise

2. Ladera - A Romantic Paradise
Ladera is a romantic, exclusive resort located in beautiful St. Lucia in the Caribbean
Sea. The resort offers a number of different floor plans, catered towards their target
audience - couples. Each suite contains one bedroom with one bed, either King or
Queen sized. The resort offers many unique activities that would most likely be
enjoyed by people looking for a romantic getaway.
The Ladera website exists to give potential guests information about what the
resort has to offers from their exotic suites with private personal pools, to their
island excursions and five star dining experiences. The website includes pictures
and interactive 3D models of suites, along with lists of the activities they have to
offer. Most importantly, they make it easy to make a reservation to stay at the
resort.

3. Main Website Pages
Ladera’s home page shows a slideshow of photos of the amenities, gives a brief
description of the resort, shows a promotional video, and provides links to other
pages like their Photo Gallery, a list of different rooms, a brochure, and more.
Some of the tabs on their website include “Activities,” “Weddings,” “Dining,” “Special
Offers,” and most importantly “Make a Reservation.”
At the top of every page on the website, there is a box that gives viewers the
opportunity to “Book Now” based on the date, number of guests, and number of
nights that they desire for their visit.

4. Macro Goals
The macro goal of Ladera’s website is to result in a reservation of a suite. From Ladera’s home page, there is
a box that gives viewers the chance to fill in their check-in date, number of nights, and number of guests with
the option to “Book Now.” There is another tab that gives the option to “Make A Reservation.”

5. Macro-Conversion Funnel - Website
After clicking on either “Book Now” or “Make a Reservation,”
customers are taken to the following page on which they
choose the room and rate that they prefer.
Once they choose the room and rate that they want, they are
led to “Step 3” where they verify their reservation
information. When they click “Proceed,” they continue to a
page on which they fill out their contact and payment
information.

6. Macro-Conversion Funnel - Analytics
Home Page
Select
Reserve
Charge
Details
Thank You

7. Creating a Macro Goal Funnel
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2
3
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8. Micro Goals
Micro Goals on Ladera’s website include signing up for their email list, requesting
information and filling out personal information through their “Contact Us” page,
and downloading the e-brochure or pictures from the photo gallery.

9. Micro Goal Set-Up

10. Regional Filters
When creating views to restrict what data is shown in analytics reports, it is important to remember the
orders in which filters are applied. In Ladera’s situation, each Regional Sales Manager would need to have
their own view on the account with a different filter on each that limited the information to that from their
region alone. However, before creating each individual view, it is always a good idea to test the filters in the
“test” view of your account.
First apply
filters under
your test view

11. Regional Filter Example
Once the filters have been tested, a separate view for each region
should be created. The picture above shows the view for the
North American Region, in which only the North American filter
has been applied. Since the filter type is “include,” only data from
North America will be included in this view.

12. Main Landing Pages
The Landing Page Reports on
Google Analytics describes which
page on a website viewers start on.
For instance, if they did a Google
search for “Ladera Resorts,” which
link they clicked on to get to the
website.

13. Landing Page Report
The Landing Pages Report is located under the Site Content tab of Behavior reports.
This report tells you how many sessions each landing page has, the bounce rate, the
average session duration, and more useful information. Using these reports could
tell Ladera more about their target audience - if they got more valuable views from
potential honeymooners, wedding parties, or another audience.

14. Wedding Campaign
For a weddings campaign, the landing page would be the “St. Lucia Weddings” page,
with the URL http://www.ladera.com/romantic-getaways. This is the only page with
information about weddings, and the first link that comes up for the Google search
“Ladera Resort weddings.”
To advertise a wedding campaign, the three most successful channels would be:
- AdWords
- Pinterest
- Facebook

15. Constructing Wedding Campaign URLs
To construct a URL for each of the three
channels, it is important to identify the
unique sources, mediums, and campaigns.
The source for all three channels would
be different: Pinterest, Facebook, and
AdWords. The medium would be
different for all three: “social” for
Facebook and Pinterest since they are
social media sites, and “cpc” for AdWords
since it is a paid advertisement. Lastly,
the campaign could be the same or
different, but for Ladera’s wedding
campaign, it is “wedding” or “destination
wedding” in the case of AdWords.

16. Wedding Campaign URLs
Pinterest:
https://www.ladera.com/romantic-getaways/?utm_source=pinterest&utm_campaig
n=wedding&utm_medium=social
Facebook:
https://www.ladera.com/romantic-getaways/?utm_source=facebook&utm_campaig
n=wedding&utm_medium=social
AdWords:
https://www.ladera.com/romantic-getaways/?utm_source=google&utm_campaign=
wedding&utm_medium=cpc&utm_term=destination%20wedding

17. Insight Provided by URLs
Generating URLs and using campaign tagging can provide insight into conversions,
ROI, and future marketing campaign investments. When users click on an ad or link
that has been tagged, they will be identified as referrals coming from the website
and campaign - in this case Pinterest, Facebook, or Google.
If you don’t tag your campaigns properly it can lead to incorrect data in your reports.
These reports identify where page viewers come from, and where money is wisely
spent. By tagging campaigns, there is more data about which campaigns and
channels are most fruitful.

18. Understanding Visitors
New vs. Returning Visitors Looking at new and returning users can help identify strength
of your landing pages and the number of visits on each page.
This information can also help explain how many times
viewers return to a page before making a reservation.
Time on Site Time on site describes how much time a user spent looking at
a website before leaving the page. This can provide
information about landing pages and if the information
provided is enough to lead to a conversion.
Device Type Device Type reports identify which users were visiting the
page on a computer or mobile device. If a user visits from a
mobile device but doesn’t stay on the website for long, it may
be because the website is not mobile-friendly.
Bounce Rate Bounce Rate describes how long a viewer is on a website
before leaving the page. Again, this indicates if a landing page
is strong enough to hold a viewer's attention and intrigue
them into visiting more pages on a website.

19. Conclusion
Ladera’s website does a great job of
catering to their target audience -
couples looking for a romantic and
secluded getaway. The interactive
3D floor plans, list and
corresponding photos of island
excursions, price and booking
availabilities, and other elements of
the website provide almost all of the
information that prospective
customers could want and need to
make a decision for their wedding
destination, honeymoon, or vacation
spot.

20. Recommendations
After analyzing the elements of Ladera’s website, it is clear that they recognize their
audience and the viewers of their page.
The best way to improve the benefits their website and marketing efforts would be
to increase their use of campaigns, and further URL tagging. Looking at landing page
reports would be a good place to start; whichever pages had the highest number of
sessions, longest average session duration, and lowest bounce rate should be more
heavily invested in.
Looking at these reports will help focus marketing efforts on campaigns and
channels that have the highest return on investment.