WebTrends Optimizes La Quinta Hotels with WebTrends 7 On Demand

    April 18, 2005

WebTrends, the web analytics market share leader and a business unit of NetIQ Corporation, today announced that La Quinta Corporation, one of the most recognized hotel chains in the United States with more than 560 hotels in 39 states has leveraged WebTrends 7 On Demand to optimize…

… the “look to book” ratio for all of its web properties, including sites for LaQuinta Inns, Baymont Inns and Woodfield Suites.

By providing La Quinta marketers with actionable and complete conversion analysis, including analysis of cross-selling efforts across the three distinct brands, WebTrends helped La Quinta increase its online conversion rate of lookers to bookers, representing a significant increase in online revenue for the company.

La Quinta’s online business continues to grow at a strong pace. In fact, the company recently reported a 63% increase in revenues for the fourth quarter from its LQ.com web site.

The significant growth of its online business underscores the importance of using WebTrends web analytics as a strategic tool to optimize its online reservation process, making it easy for customers to book and review their hotel reservations online, and ultimately to help La Quinta achieve optimal business results.

After evaluating several web analytics solutions, WebTrends On Demand was ultimately selected for its ability to comprehensively analyze campaigns and conversion paths with the convenience of a hosted service.

And with unique features such as its Visitor History database for audience segmentation, WebTrends SmartReports for Microsoft Excel, WebTrends Visual Path and Scenario Analysis, and WebTrends SmartView, WebTrends On Demand delivered the detailed, actionable insight that La Quinta marketers required.

“The solution selection process was driven solely by our business needs,” explains Ted Schweitzer, director of e-commerce for La Quinta.

“Analyzing campaigns and conversion paths overall is critical and WebTrends On Demand surpassed the competition by offering a more comprehensive view of the conversion process. By providing unique features such as visual abandonment paths showing where visitors go when they don’t complete a scenario, WebTrends enables us to pinpoint what’s happening on our site and what can be done to improve our results.”

Schweitzer also uses WebTrends to better evaluate La Quinta’s marketing campaigns and make decisions in terms of placement and whether to continue with certain marketing spends. He is especially interested in the results of organic search traffic versus traffic from paid search efforts.

By offering segmented views of paid vs. organic search results, WebTrends On Demand enables La Quinta marketers to better refine their Search Engine Optimization (SEO) initiatives while closely monitoring paid keyword performance.

“Online advertising is one of the most effective uses of our marketing dollars. WebTrends has given us a better way of managing those dollars to maximize return on investment,” concludes Schweitzer.

“From banners, to keywords, to the online reservation process, La Quinta is taking a very thorough approach to managing and measuring all of their campaigns for visitor acquisition and conversion,” said Greg Drew, general manager, WebTrends.

“As more and more customers are drilling down to this level of detail, WebTrends is playing a vital role in determining how to optimize conversion with our leading five-point scenario analysis. For instance, WebTrends On Demand is able to go much deeper with its scenario analysis by correlating conversions with specific campaigns, search engine keywords and audience segments, helping customers determine which campaigns to ramp up and which to discontinue or rework.”

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