HomeMy WebLinkAbout03. Q1 Personalization Results & Analysis Report - MilesMarch 2025 Personalization Report
Personalization
Overview
In March 2025, Bound users were more engaged than all site users on DiscoverVail.com:
● Average session duration was 47% higher (3m 33s vs. 2m 25s)
● Engaged sessions per active user were 50% higher (.84 vs. .56)
● Events per session were 25% higher (10.56 vs. 8.45)
● Engagement rate was 34% higher (59% vs. 44%)
● Views per session were 17% higher (1.98 vs. 1.69)
In March 2025, Bound reported:
● 62,516 impressions, up 66% MoM (37,739 impressions in Feb. 2025)
● 952 clicks, up 45% MoM (655 clicks in Feb. 2025)
● 1.52 CTR, down 15% (1.78% CTR in Feb. 2025)
Monthly Optimizations
In March, we launched fly-ins serving personalization to the late-winter campaign audience,
resulting in higher impressions and predictably a lower click-through rate due to the uptick of
campaign traffic, which can be less engaged than other traffic types.
We also launched the 2025 Bound strategy in March. We unpublished winter content and used
its performance to improve summer personalizations. Key insight: event content performs well
year-round and is a summer priority. Even at the end of March, the winter events blog served to
event-calendar visitors was seeing a healthy 10% CTR.
With the new expanded Bound license, personalized content now reaches 12 unique-to-Vail
audience segments (up from five), including organic-only, email referral and social traffic.
KPI-driven campaigns increased from four to six, adding family and wedding personalization
and broader targeting for things to do. Targeted visitors to DiscoverVail.com now outnumber
non-targeted users: 53% of total sessions were from a targeted audience in March.
Q2 Recommendations & Beyond
We’ll review and update summer personalizations in June 2025. This allows enough time to
track the new summer fly-in campaign results before recommending content changes based on
those findings.
In Q2, we recommend adding personalized eNews sign-up modals for top-performing Bound
audiences in Texas, Illinois and California, plus key interest groups. Also, we recommend
targeting visitors who viewed the sign-up page but didn’t subscribe.
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March 2025 Personalization Report
After Q2, we suggest testing in-line personalization on high-traffic landing pages, like the
homepage, for a paid campaign. This lets us swap the top third of the homepage with a custom
HTML block — copy and image tailored to that audience.
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