April 18, 2005
WebTrends Optimizes La Quinta Hotels ''Look to Book'' Ratio with WebTrends 7 On Demand
WebTrends Helps Increase Conversion Rate by Offering More Actionable and Comprehensive Conversion Analytics
SAN JOSE, Calif.
WebTrends, the web analytics market share leader and a business unit of NetIQ Corporation (Nasdaq:NTIQ), 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(R) 7 On Demand to optimize the "look to book" ratio for all of its web properties, including www.lq.com, www.baymontinns.com and www.woodfieldsuites.com. 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(TM) for Microsoft(R) Excel(R), WebTrends Visual Path and Scenario Analysis, and WebTrends SmartView(TM), 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."
Editor's Note: On March 28, 2005, Francisco Partners, one of the world's largest technology-focused private equity funds, announced that it has entered into a definitive agreement to acquire WebTrends, the market leader in web analytics, from NetIQ Corporation.
Thousands of web-smart organizations worldwide, including more than half of the Fortune and Global 500, rely on WebTrends to improve their web site conversions and optimize their marketing performance for maximum return on investment. As the worldwide market leader for web analytics, WebTrends has become the trusted standard not only for award-winning technology, but also for a full range of consulting services and unmatched industry expertise. By delivering accurate and actionable metrics through both on-demand and software options, WebTrends ensures that its customers are positioned for both immediate and long-term success with a solution that can adapt to ever-changing business and technical requirements. WebTrends is a business unit of NetIQ Corporation. For more information, visit www.WebTrends.com.
NetIQ (NASDAQ: NTIQ) is a leading provider of integrated systems and security management solutions that empower IT with the knowledge to assure service. NetIQ offers integrated, modular products that give users the ability to ensure operational integrity, better manage services and risk and ensure policy compliance. Headquartered in San Jose, Calif., with offices and development facilities in 16 countries worldwide, NetIQ employs 1,200 people and has more than 3,000 enterprise customers. For more information, please visit the company's web site at www.netiq.com or call 888-323-6768.
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