OVERVIEWThis proposal assesses the Essence Tours website from the perspectives of traffic, content, goal URLs, top conversion paths, and social media, providing digital marketing recommendations aimed at helping Essence Tours to achieve its business objectives with greater efficiency.

COMPANY OBJECTIVES• Drive increased take up of tours through lead capture• Deliver bespoke, personalized tours for prospects & customers• Inspire travellers• Build a community of travellers

WEBSITE OBJECTIVES• Generate ongoing new leads• Convert leads to customers who take up tour packages• Inform and build brand awareness through website content• Create interactive hero content that is shareable across multiple platforms - videos, images and stories• Create a forum platform for travellers/members to share their experiences on tours

PROPOSED WEBSITE GOALS • Increase the conversion rate from visitors to leads by 2% month on month • Increase the time on homepage of mobile visitors to over 40 seconds and reduce bounce rate by 5% month on

month• Deliver 5% more traffic to individual tour pages and brochure sign-up form

EXECUTIVE SUMMARYPeriod June 2015

Squared Online Module 4: Group 14. Digital Marketing & Measurement Proposal

TRAFFIC REPORT

Period June 2015OVERVIEWIn June, the total number of new visitors to the site was 7,225. The conversion rate from visitors to leads was 14.62%. The majority of traffic to the website comes from the direct channel on desktop. (83%) The top converting goal for the website is competition sign-ups (36%).

INSIGHTS• The majority of visitors are actively seeking the opportunity to win a

holiday and only visiting the homepage for a very short period of time. Visitors are not visiting multiple pages or tour information pages prior to signing up for the competition.

RECOMMENDATIONS● As the propensity for lead gathering is higher for competition leads,

create a dual call-to-action such as: “Download our brochure for your chance to win a holiday!” This should help improve quality of traffic, generating more qualified leads and enabling an ongoing strengthening of brand awareness via email.

● Drive traffic straight to the competition page, adding a competition share option to draw in additional traffic.

● The key performance indicator month on month is the percentage increase in traffic to the competition unique landing page mesaured by page visits to lead form conversion rate.

OVERVIEW• Users spend the least time [0:00:29] on the homepage and more often leave the site

when using mobile device [Bounce Rate 75.32%, Exit % 68.23 %]• Low Pageviews, Unique Pageviews and Entrances results through category pages [asia-

australia.html, africa.html, Baltic.html] across all device types • A high number of visitor leave the site after visiting tour-specific pages

INSIGHTS• The site content is not optimized for mobile devices. When users visit the site they

experience difficulty in navigating through categories, viewing visuals and receiving the information offered by Essence Tours.

RECOMMENDATIONS• Optimize visual content for mobile screen sizes for seamless and fast access to the

information on the site. Make the navigation menu a key element on the home page. Structure by categories/tours. KPIs: views of category pages and time spent on them.

• Create a hero video and image slideshow featuring the tours on the home page. Conduct A/B test for the video and the slideshow to measure which type of visual content keeps users engaged for longer period of time. KPIs: views of the video and slideshow and time spent.

• Create calls to action like “Call us now”, “Book now” or “Contact now” for site users to make a call while they are using their mobile device. Conduct A/B test on which call to action generates more calls. KPIs: calls/contacts made through mobile device.

CONTENT REPORT

Source: GS3 Module Four Project Data. Site Content Data.

GOAL URL REPORTOVERVIEW

● African tours are priced in the middle of the three main destination offerings and also for the length of tour. Baltic Tours currently provides only 9.7% of goal completions while accounting for 30% of the goal value. 18.2% of goal completions take place on the African page providing 48% of the overall Goal Value.

● The number of leads for Asia/Australia is only 2.7% more than for the Baltic, but in June the Baltic accounted for 8.3% more of the Goal Value. Focusing initially on Baltic Tours should yield the highest return. It is worth noting that Thursdays and Fridays combined account for the highest number of goals complete. ( 32.43%)

INSIGHTS● Nearly a fifth of goal conversions take place on the one page brochure which

provides a reasonable overview and is easy to access download and share. However this does not provide reviews, recommendations from previous customers to drive further engagement, or pricing details - the information prospective customers most want (see graph and table)

RECOMMENDATIONS ● Release video for one destination, in the first instance Baltic Tours,

and run an A/B test through Youtube analytics to monitor the number of views. KPI: Measure numbers of sign-ups with and without video.

● Create an unique brochure specific for each destination for leads capture and brand awareness and monitor the number of downloads for each destination.

● Conduct A/B test for the contact sign-up button by colouring the contact sign up button one orange and the other green on each page and monitor CTR for each.

Source: Google Insights customer journey

TOP CVR PATH REPORT OVERVIEW

● Customers that converted by filling in a form to show interest accounted for 40% of total conversions if we combine results from all the holiday-specific pages hosting this form. This varied by holiday page. The second-most common type of conversion was competition sign-up, accounting for 36% of all conversions.

INSIGHTS

● Essence Tours’ business objective is to drive increased take up of tours through lead capture. Customers that complete an online form showing their interest in the product are of much higher value to the company than those that sign up to a competition. However, a large number convert through competition sign-up. This could be because the sign-up process is quicker and less detailed for the competition.

RECOMMENDATIONS● Conversions should be split into micro and macro conversions. Newsletter

sign-ups, brochure downloads, competition sign-ups, and friend referrals should be grouped as micro conversions, whereas completion of the online form should be grouped as a macro conversion. This can be done through the content groups feature within Google Analytics.

● Encourage more macro conversions by creating new calls to action for the holiday pages taking inspiration from the successful Africa page. Use multivariate testing on Google Analytics to monitor how these changes affect the number of forms completed.

● Turn micro conversions into macro conversions by creating a more detailed sign-up form for the competition. Use multivariate testing to monitor whether the length of the form affects the number of sign-ups, with several form lengths.

SOCIAL REPORT

OVERVIEW● Facebook shows that a post type with rich media like a photograph receives a

high average reach of 1,022 with 7.6% of these people are interacting with the brand. Other post types like links and statuses have a combined average reach of 1,381 with only 2.17% of these customers interaction with the brand. Overall this shows that while posts are reaching a high number of customers they are either not engaging enough to make them want to click or Facebook isn’t the right social media for their customers.

● Twitter shows better performance as a social media channel for reaching customers, with higher engagement levels. Total number of impressions over a 28-day period is 486 thousand with 152 mentions, showing that customers actively want to engage with the brand on Twitter.

INSIGHTS● The data shows the reach of posts to be good but customers aren’t engaged

enough to interact with the brand.

RECOMMENDATIONS● In order to improve the opportunity to reach the goal of brand awareness,

include images with most posts for maximum engagement. Create media rich posts, include videos of customers on their Essence Travel holiday, create professional short videos of what it is like to go on an Essence Travel holiday, including a hashtag. Measure video views and Likes

● Ask people to share the competition entry for the chance at a double entry, make the campaign engaging and run for a prolonged period of time to drive traffic to the site and increase social engagement. Use humour (e.g. on a Monday, share[/tweet] a photo of a lion yawning with the caption “Like[Retweet] if this is how you feel this morning”) for further engagement. Measure change in ratio of average engagement to average reach

● Arrange for travel endorsements from companies like Expedia and Skyscanner through social channels. Monitor change in number of new visitors to website