The document discusses key performance indicators and goals for the VisitMammoth.com website. It measures success based on inspiration and engagement of visitors, time spent on site, page views per visit, and bounce rate. It outlines improvements made to the homepage, navigation, topic pages, and profiles. Goals included increasing time on site, page views, and signups while decreasing the bounce rate. In the first month, successes included inspiring visitors and increases in key metrics like time on site and page views.

1. VISITMAMMOTH.COM
Mammoth
Lakes Tourism

2. KPIs:
(Key Performance
Indicators: How We
Measure Success)
o Inspiration and Engagement
o Increase visitors time on site
o Increase number of page views per visit
o Lower overall bounce rate
Measuring Success for VisitMammoth.com
o Inspire
o Emphasis on big format photography
o Content that is inspirational, local/
authentic and engaging
o Aid in Trip Planning (active evaluation)
o Promotion of year-round events &
activities
o Booking options
GOALS:

3. Before After – Homepage

4. Mobile View Mobile view – Navigation

5. Before After – Topic Page

6. Before After – Profile Page

7. Personalized Dynamic Content
Example - Fly Markets

8. Personalized Dynamic Content
Example - In-Market Segment

9. KPIs:
o Increase visitors time on site
o Up 97% YOY
o Increase number of page views per visit
o Up 36% YOY
o Lower overall bounce rate
o Down 21% YOY
First Month Successes
o Inspire & Engage VisitorsGOALS:
Other Wins:
o Organic Traffic Up 3% YOY
o eNewsletter Signups Up 25%
o 404 VG signups (averaging 200 guides/
week; up from 25)

10. o Research – Usability Testing
o Search Engine Optimization/Monthly Ongoing
o Personalized Dynamic Content Program
o Continue to integrate MammothTrails.org to
provide complementary (not duplicative) content
and adopt uniform naming conventions
o Mammoth Lakes Crib Integration
o International Priorities
VisitMammoth.com
Post-Launch / Next Steps