26 jun 2026 · Marketing · Temporada baja (jun-sep)
Lente principal de RC = YoY, no el mes contra mes (el ROAS de temporada baja es ~0 y engaña).
Auditado en vivo el 26-jun (PageSpeed + schema). El SEO está perfecto; el problema es velocidad móvil.
| Métrica | Móvil | Escritorio |
|---|---|---|
| SEO on-page | 100/100 | 100/100 |
| Performance | 31/100 | 66/100 |
| LCP (carga) | 13.3 s 😱 | 1.3 s |
| Bloqueo (TBT) | 1,480 ms | 570 ms |
Es la causa #1 del LCP de 13.3s en móvil. + trabajo en hilo principal 3.9s, ejecución de JS 3.0s. Arreglos: diferir/async JS no crítico, quitar scripts de terceros sin uso, lazy-load, dimensiones a imágenes.
GTM con 40 tags + pixels de X/TikTok. Limpiar el GTM también acelera el sitio.
Faltaba FAQPage (+ Service) para aparecer en respuestas de IA. → JSON-LD ya REDACTADO (ver sección ⑦); pendiente solo insertarlo en el sitio.
Contenedor maduro: 40 tags · 31 triggers · 26 variables.
Variable "GA4 - Client ID" (lee cookie _ga) + propiedad ga_client_id en HubSpot + campo oculto en el form. Pendiente de publicar por desarrollo.
| # | Tarea (scope corregido) | Estado | Quién |
|---|---|---|---|
| 2 | Schema: agregar FAQPage (+ Service) — base ya existe | JSON-LD listo | Desarrollo inserta |
| 3 | Auditoría SEO | Entregada | Marketing |
| 4 | Dashboard off-season (métricas no-ROAS) | En progreso | Marketing (espera metas) |
| 5 | GTM: client_id → HubSpot (UTMs ya existen) | Spec lista | Desarrollo |
| 6 | HubSpot scopes 'content'+'crm.lists' | 1-jul | Jasiel |
| 7 | Presentación on-season a gerencia (HTML) | En progreso | Marketing |
| 8 | Metas por periodo (opción B) | En progreso | Gerencia + Marketing |
| + | GTM: corregir IDs de conversión con typo | Nueva | Desarrollo |
Para PRESENTAR, no implementar aún. Se configura y se deja en pausa; activación estimada 1-oct.
| Campaña | Tipo | Presup./sem | % |
|---|---|---|---|
| PMax Leads | Performance Max | $280 | 70% |
| Search Brand US | Search | $60 | 15% |
| Non-Brand Main Ski Towns | Search | $60 | 15% |
| Total | $400 | 100% |
Copy: "Winter 2026-27 Storage — Book Now" · Extensiones: "95% Customer Renewal", "Aspen · Vail · Park City" · Pendiente: proyección leads/CPA vs temporada pasada.
North Star = construir pipeline (audiencia de remarketing + reactivaciones). NO ventas (ROAS ~0 esperado). Aprobados y cableados al dashboard (bloque "Objetivos del periodo" en la tab Métricas).
| Objetivo | Meta del periodo | Nota / alerta |
|---|---|---|
| Sesiones | ~3,200 | mantener tráfico → llenar remarketing |
| Inversión | ≤ $80/sem | solo Google brand+remarketing · Meta EN PAUSA |
| Leads confirmados | 15 | reactivaciones + early birds |
| Ventas asistidas (purchase) | 4 | no es el foco esta temporada |
| Funnel: engaged → ven planes | 7% → 15% | 🎯 el needle-mover (hoy se cae el 93% ahí) |
Metas por periodo (opción B): RC es estacional → metas por temporada, no se prorratean las mensuales. ✅ Cableadas al dashboard (forecast.period_goals). On-season = el escenario que elija gerencia (sección ⑤).
Respuestas tomadas del contenido real de rocketcloset.com (no inventadas): 3 pasos, áreas CO/UT/BC + Aspen/Vail/etc., planes $50/$100/$150, pickup+delivery $70 extra, 95% de renovación. → Desarrollo: pegar estos dos bloques en el <head> del sitio.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "How does Rocket Closet ski & gear storage work?",
"acceptedAnswer": { "@type": "Answer", "text": "Three steps: 1) Schedule a pickup through our app or by phone and we come to your doorstep and scan each item with QR codes. 2) Your gear is stored in our climate-controlled warehouses near major ski resorts. 3) Schedule a delivery and your gear arrives at your lodging with photo proof." }
},
{
"@type": "Question",
"name": "Where does Rocket Closet offer ski gear storage?",
"acceptedAnswer": { "@type": "Answer", "text": "We serve Colorado, Utah and British Columbia, including ski towns like Aspen, Vail, Beaver Creek, Breckenridge and Park City. Doorstep pickup is available within 50 miles of our base locations; for customers farther away we provide prepaid shipping labels." }
},
{
"@type": "Question",
"name": "How much does ski and snowboard storage cost?",
"acceptedAnswer": { "@type": "Answer", "text": "Three plans: Small is $50/month or $500/year (up to 3 items), Medium is $100/month or $1,000/year (up to 7 items), and Large is $150/month or $1,500/year (up to 15 items). Annual plans save about 16% versus monthly." }
},
{
"@type": "Question",
"name": "Do you pick up and deliver my gear?",
"acceptedAnswer": { "@type": "Answer", "text": "Yes. Annual plans include one pickup and one delivery per season; additional pickups or deliveries are $70 each. We also offer nationwide shipping through partners like FedEx, Luggage Forward and LugLess (additional fees apply)." }
},
{
"@type": "Question",
"name": "What can I store with Rocket Closet?",
"acceptedAnswer": { "@type": "Answer", "text": "Seasonal and hard-to-travel-with gear such as skis, snowboards, winter wardrobes and mountain bikes — and we can store and deliver virtually anything else you need." }
},
{
"@type": "Question",
"name": "How do you keep my gear safe?",
"acceptedAnswer": { "@type": "Answer", "text": "Every item is scanned with a QR code at pickup and stored in climate-controlled warehouses near major ski resorts, and you receive photo proof on delivery. 95% of our customers renew each year." }
}
]
}
</script>
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Service",
"name": "Ski & Snowboard Gear Storage with Pickup and Delivery",
"serviceType": "Seasonal gear storage",
"provider": { "@type": "LocalBusiness", "name": "Rocket Closet", "url": "https://rocketcloset.com" },
"areaServed": [
{ "@type": "AdministrativeArea", "name": "Colorado" },
{ "@type": "AdministrativeArea", "name": "Utah" },
{ "@type": "AdministrativeArea", "name": "British Columbia" }
],
"description": "Climate-controlled storage for skis, snowboards, winter wardrobes and mountain bikes, with doorstep pickup and delivery near major ski resorts.",
"offers": [
{ "@type": "Offer", "name": "Small", "price": "50", "priceCurrency": "USD", "description": "Up to 3 items (also $500/year)" },
{ "@type": "Offer", "name": "Medium", "price": "100", "priceCurrency": "USD", "description": "Up to 7 items (also $1,000/year)" },
{ "@type": "Offer", "name": "Large", "price": "150", "priceCurrency": "USD", "description": "Up to 15 items (also $1,500/year)" }
]
}
</script>
Validar tras insertar con Google Rich Results Test (search.google.com/test/rich-results). Si algún precio/área cambia en el sitio, ajustar aquí.
Agregar scopes 'content'+'crm.lists' a la app privada → destraba la campaña de emails. (1-jul)
Dar los números (leads/ventas/sesiones/inversión) para cablear el bloque "Objetivos".
Pegar el JSON-LD de la sección ⑦ en el sitio · client_id → HubSpot · corregir IDs de conversión con typo.
Panel off-season (#4) · Presentación on-season (#7, lista para tu OK) · cablear metas (#8).