- ESSENCE TOURS THE WORLD IN A NEW LIGHT

EXECUTIVE SUMMARY

Google Analytics review and recommendation

for Essence Tours.
Shahriar Shahid ( cb1574195 )
Solo submission

CURRENT PERFORMANCE
-

Total unique visitors : 673 (August, 2015)

Total sessions: 1566
New sessions: 34.42%
Average session duration: 5min 3 second
Bounce rate: 51.53%
Goal completion: 122
Total conversion value: $43125
Conversion rate: 7.79%
(August 2015)

KEY INSIGHTS
- High direct and referral trac. Trac source heavily on oine
platforms. Need to optimize online campaigns and contents
- Pages has high bounce & exit rates; weak conversion funnel
- Online campaigns, contents and conversion paths are not yet eective
- Goal URL for African Destination has good conversions but Asia/OZ
has low conversion.
- USA and European markets (except UK) has low trac. Upcoming
summer in Asia/OZ location is an opportunity

RECOMMENDATIONS
- SEO Optimization, UI/UX redesign and A/B Testing required for the
website
- Online campaigns, SEO Campaign, Social Media Campaign, Email
Campaign required
- Website content needs to be improved with engaging, value driven
contents and user generated contents for both website and social
media
- AdWords campaign, Geo-Targeted campaigns, Referral campaigns to
strengthen conversion rates

- ESSENCE TOURS -

WEB TRAFFIC REPORT

Trac Source

Sessions
639

% New
Sessions
51.96

New
Users
332

Referral
Direct

566

33.75

191

Organic Search

230

5.65

13

Social

95

15.79

15

Paid Search

36

0.0

Email

0.0

Total

1566

35.19

551

OVERVIEW
76.9 % trac coming from referral &
direct sources
Low trac generated from Organic
Search, Paid Search, Social Media
No trac generation from Email
sources

X INSIGHTS
-

Google analytics report: essencetours.wearesquared.com

Trac Source Comparison: July 2015 and August 2015

Display and Search advertising

needs lot of improvement / traction
Oine and referral probably
contributing for most of the trac
SEO Optimization, Search & Display
Campaign, Content Strategy, Social
Media Campaign needs to be
launched

1. http://www.forbes.com/sites/jaysondemers/
2014/05/13/39-actionable-ideas-for-driving-traffic-toyour-website/
2. http://www.ocreativedesign.com/understandinggoogle-analytics-your-website-traffic-report/

Increase trac by 25% overall

Establish Search, Social Media and
Content engagement a strong
trac source

SITE OPTIMIZATION
- SEO optimization required for organic
search
- UX design review for proper ow of
content and user engagement
- A conversion funnel strategy needs to be
in place

DIGITAL CAMPAIGNS
Campaigns need to be revised aimed at
creating trac from target demographics
- Paid search campaign
- Display campaign
- Social media campaign
- Campaigns should promote the Oers,
Value Proposition and Reviews/
Referrals
-

Z KPI / TARGET

RECOMMENDATIONS

CONTENT STRATEGY & EMAIL

- Content campaign & engagement on
- the website
- social media with users contents,
reviews, photos, videos, etc
- heavily promote users contents on social
media
- Email newsletter and oer updates

- ESSENCE TOURS -

SITE CONTENT REPORT

Page views (top 10 pages)

4%
1%
6%
6%
33%
7%
7%
7%
7%9% 13%

/
/index.html
/africa.html
/contact.html
/signup.html
/baltic.html
/bespoke.html
/about.html
/asia-australia.html
/thank-you-competition.html
/others

60
-

51

30

22

15
0

Z
-

/index.html

Page exit rate(%): August 2015

By default home page and index

pages getting highest page views:
47%
High bounce rate 51.53%
Lack of eective conversion funnel

X INSIGHTS
-

45

OVERVIEW

Purpose of the contents on the home

page and other pages are not clearly
visible
Value proposition, special oers,
customers review etc are not placed
properly
Users probably feel like to explore
more online; don't feel convinced
that Essence Tours has all the
answers

RECOMMENDATIONS
CONTENT ENGAGEMENT
- Contents need to eectively
engagement and excite the audience to
explore the oerings and go through
conversion
- Proper value proposition and relevancy
needs to be highlighted
- Contents with pic, videos and albums etc
needs to be incorporated
- Contents needs to be attention grabbing
and sharable
- User reviews and user generated
contents needs to be incorporated
- Content conversion funnel needs to be
developed and implemented with proper
UX design evaluation, A/B testing, etc
- Monthly user generated contents can be
used as Email promotion, as well as
social media content for engagement

KPI / TARGET
Decrease home page exit rate 10%
Reduce bounce rate to 40%

1. http://www.studygs.net/evaluate.htm

- ESSENCE TOURS -

T O P C O N V E R S I O N PAT H

Sessions - Acquisitions of August 2015

1%
7%
10%
47%

Direct
Referral
Organic Search
Social Traffic
Paid Search

35%

1. http://online-behavior.com/analytics/multi-channelfunnels
2. http://www.three-ships.com/blog/track-analyze-testand-repeat-the-path-to-conversion-success

OVERVIEW
Top conversion path is direct
sources which means referrals and
oine media plays a strong role for
conversion
Organic Search, Paid Search, Social
yet to deliver eective conversion

X INSIGHTS
-

Z
-

The dominating conversion pattern

suggest that users following referrals
or opting direct purchases from
probably oine sources as there are
app 1-3 interactions, and 0-12+ days
between conversions
Organic search, Paid Search and
other paths takes longer time and
interaction and very few actual
conversions

KPI / TARGET
Increase Organic conversion by
10%
Increase Paid search conversion to
10% on the oered destinations and
also among target audiences

RECOMMENDATIONS
-

Review all the organic and referral points

and and identify key trends like
- destinations
- value propositions
- demographies
- price points
and develop eective oers and
conversion funnel

Contents engagement in the Senior

lifestyle related online communities,
social media groups, magazines, etc with
contents, and incorporate special oers,
coupons, give-aways, etc

Special oers for 2nd destination, or all 3

destinations purchase
Referral points to get discounts on
packages

Brand Campaign both online and oine

to increase brand awareness and WOM

- ESSENCE TOURS -

GOAL URL REPORT

CONPARISON: AUGUST VS JULY, 2015

Goal Completion Location

Goal
/thank-you-competition.html Complet
31

Varience
47.62%

/thank-you-africa.html

25

66.67%

/thank-you-friend.html

23

-8.00%

/thank-you-sign-up.html

21

-41.67%

/thank-you-bespoke.html

-14.29%

/thank-you-oz.html

-16.67%

/thank-you-baltic.html

-70.00%

Total

114

-5.00%

2%
4%
7%
26%
21%
20%
19%

In August 2015, there is a small drop

in goal conversion
Africa registration has increased 67%
Also, competition page has increased
conversation, 47.62%
Asia and OZ has a drop in conversion
16.67%

X INSIGHTS
-

Z
-

GOAL COMPLETION CHART AUGUST 2015

/thank-you-competition.html
/thank-you-africa.html
/thank-you-friend.html
/thank-you-sign-up.html
/thank-you-bespoke.html
/thank-you-oz.html
/thank-you-baltic.html

OVERVIEW

Competitions are an eective

conversion path
Users look for comparison and better
oers
Site oers and contents need proper
visibility and clicabizlity to get users
in the conversion path

KPI / TARGET
Increase Asia/OZ conversion by
15%
Increase user content from Baltic &
Africa by 20%

RECOMMENDATIONS
Through review of Asia/OZ users, online SEO
research, contents, etc
Develop the Asia/OZ pages according the
the ndings of the research
Special booking oers for Asia/OZ, Last
minute oers, etc
Bring referrals and user contents and make
them eective for the conversion funnel

Launch competition of best Essence Tour

Photo/Video by the users and promote them
on display, search and social platforms

Launch eective campaign for brand

Essence Tours for long term loyalty, referrals
as well as experience sharing by the Senior
users

1. https://blog.kissmetrics.com/critical-goal-types/
2. http://www.smartinsights.com/google-analytics/
google-analytics-setup/using-event-goals-googleanalytics/

- ESSENCE TOURS -

L O C AT I O N R E P O R T

% NEW
COUNTRY SESSIONS
SESSIONS

UNITED
KINGDOM

790

21.77%

BOUNCE
RATE

PAGES/
SESSION

39.62%

4.16

GOAL
GOAL
CONVERS COMPLETI
ION RATE
ON

10.00%

79

X
-

RUSSIA

UNITED
STATES

127

115

3.94%

83.48%

61.42%

80.87%

1.57

1.43

0.00%

2.61%

Location wise session report: August 2015

RECOMMENDATIONS

UK dominates the sessions from

locations
USA and European markets are yet
to catchup
Location reports need to be more
specically broken down to smaller
geo-targets

Paid Search Campaign from USA &

Europe locations

Display and Content Campaign for USA &

Europe locations

Social media contents and promotion

campaign for USA & Europe locations

INSIGHTS

Content campaigns for Africa & Baltic

location

Unique user experience for all dierent

locations with dierent content, landing
page, language support, etc

Social media community engagement,

local community magazine engagement
and special oers among the communities
through Email newsletters, special
coupons, referral discounts, etc

Asia/OZ is approaching summer so

they should be a high target from
USA, Europe locations
Africa and Baltic is nearly at the end
of summer, thus more oers,
promotions as user reviews would
benet the business

Z KPI / TARGET
-

1. http://www.lunametrics.com/blog/2013/04/01/gaininginsight-locations-report-google-analytics-designatedmarketing-areas/
2. http://www.themarketingdesign.com/analyticslocation-report-improve-adwords-performance/

OVERVIEW

Increase USA and Europe sessions

by 15%