The document discusses strategies for digital marketing measurement and goals for the Ladera St. Lucia Resort website. It provides an overview of the site's functions and target audiences. Recommendations include setting quantifiable goals, filtering data by geography, analyzing key landing pages, and creating a targeted weddings campaign tracked with URL parameters. Micro conversions like email signups and page views should be implemented to inform marketing efforts.

1. Drew Berman
March 2016
Digital Marketing
Measurement
Strategy

2. Site Overview
“Ladera St Lucia Resort offers
a unique design in luxury guest
accommodations.”
- All-inclusive environment that promotes relaxation
- Various romantic getaway packages & private suites
- Site includes tabs for:
- The Resort, Accommodations, Activities, Weddings,
Dining, Rates and Special Offers, Gallery, Contact Us and
Press
- Site’s Function Elements:
- Also has a live weather function on homepage
- Can easily make a reservation and navigate to each page,
- Email Signup & PDF Download, Watch Video, Click
Through Gallery of Photos

3. Target
AudienceRomantic, Wealthy,
Middle-Aged Couples
Who Want Tropical
Vacation
Engaged Couples looking
at tropical locations for a
small and personal
wedding ceremony
Romance or Wedding in
Paradise Package’s
- Small ceremony
entirely coordinated by
planner in own private
suite. Vary in the extra
services added for
ceremony
“Renew Your Vows” Package
- Renew your vows
ceremony in the
privacy of your own
suite
.
Great Escape Package
- Airport transfer, arrival gift,
massage, tour, and all drinks
included
Simply Serenity
Honeymoon Package
- Includes gifts, massages, and
private 3-course dinner
Peak to Beach Package
- Expensive, but ultimate all-
inclusive stay in the nicest
accommodation suite -
luxurious, simple, and relaxing
travel plans
Your Ceremony
in St. Lucia
Romantic
Getaways

4. Macro Conversion Funnel
Inputs Dates Traveling
Checks Rates
-------------------------
Completes
Reservation
-----------------------------------------------------
--------------------------------------------------------------------------
Selects Room/Package Type
-----------------------------------
Proceeds to Checkout

5. Micro Goals
Destination
- Views Social Media Page
- Starts Reservation Process
- Opens a Press Article
- Weddings Tab
- Rates and Special Offers Tab
Events
- Brochure Download
- Views Video
- Email Signup
- Request For Proposal
Pages Viewed/Session
- 10 pages/visit
Duration on Site
- > 7 minutes

6. How to Set Up Goal’s: Convert to Quantitative Measurements
In today’s digital age, customers expect to
see an active, engaging and user-friendly
website. It helps them to make decisions,
and make presumptions on your brand -
if your website is lacking design, boring, or
confusing it could lead to losing a sale.
Using your chosen metrics, such as
duration on page, you can track your
progress or success.
Setting up Goals is how
you can truly put a value
on and measure your
marketing efforts.
Some Questions To Think About:
Is your website effective?
Which areas are lacking?
Why is this?
Where can you improve or change?

7. How To Add Filters: Ensure Proper Data by Geography
Filtering data is important as it segment’s what you should
and shouldn’t know - and better understand your business.
You can either exclude or include certain pieces of data
using the Filter option in Google Analytics.
Filtering by geography allows Ladera to narrow down
where to spend the most money based on the metrics and
goals used, like where it’s website traffic is coming from,
Excluding Regional Sales Managers in North America, in
this example. can help Ladera realize where it should be
investing, as they provide opportunity for potential new,
successful markets.

8. The Main
Landing Pages
What functions do they serve?
Who is looking?
What would interest them?
● Home
● Weddings
● Rates and Special Offers
● Press

9. Home
A landing page that gives consumers a one-stop place for an overall
picture of Ladera - the resort, accommodations, amenities and services,
as well as its surroundings in St. Lucia -
Audiences making travel plans are looking up resorts in the area and
something about Ladera caught their eye. They could have also seen an
ad for the website, or heard about the resort from someone they know.

10. Weddings
This page includes an explanation of why you should have a
wedding at Ladera, and what types of packages and services are
provided for Weddings.
Someone would click to this page if they were trying to find a
wedding location, if they wanted a beach wedding, or something
small and luxurious for just themselves and spouse.

11. Rates and
Special Offers
A landing page that includes discounts, special offers
and coupon codes if someone were to stay at Ladera.
Someone would land on this page if they saw an ad, or
was looking for discounted trips, in order to get the
most value out of a vacation.

12. Press
The press page lists anywhere Ladera is mentioned in order to
gain trust from and show the best qualities of their services and
overall business to consumers.
Someone could be looking up places to honeymoon, or have a
wedding at, luxurious tropical locations, and best hotels in the
general location of Ladera.,

13. Create a Weddings Campaign
Weddings are one of the most unique services
Ladera provides. It also attracts a narrow
audience - wealthy couples looking to have a
small, special wedding in a tropical destination.
By using online channels like Facebook, Email,
and Pinterest, a wedding campaign would
easily reach the person you are trying to
market to and you can track this all on google
analytics by creating unique campaign URLs.
- All-inclusive environments promote relaxation
- Various romantic getaway packages & private suites show
Ladera’s target for couples.
-
http://www.ladera.com/romantic-getaways/
Create targeted ads, sharable content
about the weddings and create
conversation
Use an email marketing service to
market this directly to your target
persona - People can sign up to
receive emails about weddings at
Ladera, or you could find email lists
for potential customers.
Pinterest wedding boards are a great
way to show the beauty and luxury of
Ladera to a larger audience.

14. How To Use URL Builder: Monitor and Track your Campaign
URL BUILDER TOOL
“The URL builder helps you add parameters to
URLs you use in custom web-based or email ad
campaigns. A custom campaign is any ad
campaign not using the AdWords auto-tagging
feature. When users click one of the custom links,
the unique parameters are sent to your Analytics
account, so you can identify the URLs that are
most effective in attracting users to your content.”
http://www.ladera.com/romantic-getaways/
This example would be used
for a Facebook Ad about
Wedding Packages at Ladera http://www.ladera.com/romantic-getaways/?
utm_source=Facebook&utm_medium=cpc&utm_campaig
n=Weddings

15. High: Something is
wrong or not working
-change needed
Referring Site
1 Year Traffic Growth
Avg. Time on Site
New vs.
Returning Visitors
Understand Your Audience
Can see if people spend a
long time on one section,
or very little on others
- Can declutter
website
- Can see what
people are mostly
interested in
What source is
connecting these
consumers to your
site?
- What should
your homepage
then focus on?
Are people returning to your
site and showing interest?
- Which part of the site
are they most
interested in?
- Where don’t people
tend to return to?
If traffic is growing, that
means you are doing
something right
- increasing awareness
- creating conversation
about your business
Geography
Which areas
should we focus
on? Any new
targets areas? Bounce Rate
Keyword
Search
Do the most searched
keywords relate to what
you’re using in your
marketing efforts?

16. Generate Wedding Campaign
- Create unique URL’s to monitor and track marketing
efforts
- Start small and look at analytics before marketing
campaign anywhere and everywhere
- Ladera could get a very nice ROI by focusing on
Facebook, Email Marketing, and Pinterest.
Recommendations
Adjust website and campaign content
according to which micro conversions
are leading to macro conversions
- Focus campaign efforts in
appropriate geographic locations
and channels
- Declutter Website and only
include what’s actually increasing
conversions and ROI
- Focus each page's content to
spotlight what Ladera’s audience
is most interested in
Micro Conversions Should Be Implemented Immediately
- Find out who is coming to your site and why/what
they are searching to get there
- Find out which pages or areas of your site interests
your audience most
- Segment data to make comparisons
- Look at data over time, per user and per session to
see different successes and failures,