Tweet This: Seek, Meet and Keep

a closer look at the insight of the VacationBetter.org consumer

Q. How can we use Google Analytics to our advantage?

A. Google Analytics tells us how visitors found VacationBetter.org and how they interact.

Compare behavior and frequency of visitors who were referred to the site from our keywords, search engines and referring sites

Gain valuable insight into how to improve our site’s content and design

Track marketing initiatives to see which are most effective and successful

Track our visitors to what content they are seeking and what particular information they are finding on our site

Q. Where do our visitors come from?

A. Three main sources drive traffic to our site.

Direct Traffic: visits from people who clicked a bookmark to come to our site or who typed the URL directly into the browser.

Referring Sites: visits from people who clicked to our site from another site (backlink).

Search Engines: visits from people who clicked to our site from a search engine result page.

Referring Sites / Backlinks

Search Engines

Q. How did our communication efforts affect visits?

A. Each theme had an associated press release, which was released and posted to ARDA.org and VacationBetter.org.

February 2009: Forget the Roses…Give your Sweetheart the Gift of Time

March 2009: Don’t Let Your Summer Vacation Be Threatened by “Guilty Vacation Syndrome”

May 2009: ARDA Salutes National Travel and Tourism Week

June 2009: Dear Mr. President, American Need a FAMILY Stimulus Plan

Q. How did our communication efforts affect visits?

A. Each theme had an associated press release, which was released and posted to ARDA.org and VacationBetter.org.

February 2009: 2,978 Visits / 2,665 Unique Visitors

March 2009: 3,669 Visits / 3,263 Unique Visitors

May 2009: 3,176 Visits / 2,805 Unique Visitors

June 2009: 3,482 Visits / 3,134 Unique Visitors

August 2009: 2,188 Visits / 1,890 Unique Visitors

Q. Are visitors finding what they want?

A. The average Bounce Rate of VacationBetter.org is 51.75%. The average Bounce Rate of sources from Google searches is 72.69%.

A high bounce rate is most likely due to our homepage because of the design and usability.

85.32% of visitors have only visited 1 time.

53.05% of visitors have only 1 page view.

Average time on the site is 00:02:10.

HOW DO WE SOLVE THE PROBLEM?

A. Search Engine Optimization (SEO)

As of September 1, 2009, all keywords and search terms related to each page on the VacationBetter.org website were reformulated and updated to increase SEO.

VacationBetter.org

Variety Exchange

Why Timeshare

Timeshare Terminology

www.VacationBetter.org

Family Stimulus Plan

John de Graaf

Importance of Vacations

Why Vacation

Vacation Research

Family Reunion Month

Wellness + Vacation

A. Redesign Content Pages

Develop clear homepage with easy to navigate structures and sections.

Homepage

Vacation

Why Timeshare

Newsroom

A. Comprehensive Themed Initiatives

Monthly outreach programs to increase traffic and backlinks.

Press Release (SEO-optimized)

Third Party Interviews (video and audio)

Distribution of Release (PR Web)

VacationBetter.org Content

On-line Advertising

Social Media Outreach (Facebook, Twitter, YouTube)

Member Involvement

Google Analytics

A. “Ride the Second Wave”

Based on “Socialnomics” by Erik Qualman, “Ride the Second Wave” is a video designed and produced to convey the importance of social media to the timeshare industry.

Member Involvement

Social Media Outreach

Sales and Marketing Learning Tool

Q. What are the results?

A. Results for Social Media 225 Fans on Facebook

283 Followers on Twitter

110 Sales Training Centers

A. Results For VacationBetter.org (January 1 – April 30, 2010) 46,836 Visits

Average 4 Pages/Visit

00:02:37 Average Time on Site

18% Returning Visitors

49% Bounce Rate

Q. How do we keep moving forward?

A. Seek: Understand who our consumer is, what they are searching for, and how VacationBetter.org is meeting their expectations.

A. Meet: Reach out to these consumer with our planned themes.

A. Keep: Continue all efforts and expansion of the site through social media and member involvement.