You’ve optimized emails, you’ve optimized your social streams, but the more I talk to resort marketers, the more I hear that few people (if anyone) have been actively optimizing the content on their site. Got a big pass promotion or deadline coming up? Do a split test, find a winner, and use the better version for the lead up to the next deadline. Split test your booking form and learn, once-and-for-all, how much info you should ask for up front without getting in the way. Same goes for opt-in forms.

If you can improve the performance of just one step of the funnel at a time, more money comes out at the end.

Links and Info
This may be old news for some, but I know many of you haven’t used this feature so I figured a quick walk-through might be helpful. In the video above I mention a few pages. Here are links to those:

Details on Content Experiments
http://analytics.blogspot.com/2012/06/helping-to-create-better-websites.html

Google’s Advice to Avoid Duplicate Content
https://support.google.com/analytics/bin/answer.py?hl=en&answer=2613318

Details on Rel=”canonical”
https://support.google.com/webmasters/bin/answer.py?hl=en&answer=139394

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.