Many travel websites allow visitors to check rates and availability for their destinations. Each element of the 'Availability' form on the left is an opportunity for Sandals.com to better understand their visitors. The web analytics should be setup so that users have the ability to segment the reports by all destinations and resorts as well as check in/check out dates. Why is this important? Imagine that through analytics reports analysis that you are able to figure out that visitors enjoy booking Caribbean cruises from May to June. By leveraging this wealth of information Sandals.com could offer more information on cruises or even discounts during this time, making visitors' site experience extremely remarkable.

The next metrics are both related to conversions on Sandals.com. The first is Sandals.com's toll free number. Although phone numbers can be difficult to track using web analytics, the leads that they generate can be captured by a CRM and be imported back into your analytics suite. If your toll free number is unique only to your website, then the number of leads generated by the number can be attributed directly back to the website. The site's second conversion is a "7 days Sweepstakes." Not only should you capture the number of people who actually entered the email address, but the email address themselves for promotional purposes later on.

The last couple of metrics that I'd like to point out for Sandals.com to measure are: the number of log-ins (total and by users), time between log-ins and activity after login. Creating a community is an excellent way to offer targeted content to your visitors as well as remembering their preferences. However if you are noticing a very low number of log-ins then you should consider offering more content outside of the login or more perks for creating an account.

BCTravelGuide.ca

Instantly we noticed that BC Travel Guide is categorized by Regions and Activities in British Columbia therefore it is important for this site's owners to be able to understand the popularity of these various categorical segments. Metrics needed to be tracked for each segment include visits to each individual region/activity, the amount of time spent per region/activity and the referring sources. Measuring these metrics will help this website's owner better understand which sections visitors find most engaging allowing them to capitalize on the popularity with additional offerings or advertising. Furthermore these metrics also help site owners understand the areas visitors find least interesting and are therefore are performing the poorest. 

BC Travel Guide also offers 2 calls to actions located on every page which allows visitors to list their BC Travel business for free in BC Travel Guide's directory. A few different metrics can be measured here including a comparison between the 2 calls to actions as to which attracts the most clickthroughs. Secondly, it is very important to measure the clicks down to actual conversions (in this case the number of free listings created). I would recommend creating a funnel which measures All Site Visitors >> Clicks to "Free Business Listings" >> Listing Creations.

Finally we noticed that the last step of this site's navigational process is to land on a listing for a given Region/Activity combination. For end users who have their businesses listed in BC Travel Guide I am sure it is important for them to know how many visitors are actually looking at their listing as well as how many are clicking through to their website.