Event Websites, Part II: Setting Goals and Measuring Conversions
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Event Websites, Part II: Setting Goals and Measuring Conversions

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You can have great SEO and plenty of web traffic, but are you converting those window shoppers into registrants? This session will help you understand some of the advanced tactics that make your event ...

You can have great SEO and plenty of web traffic, but are you converting those window shoppers into registrants? This session will help you understand some of the advanced tactics that make your event website deliver improved ROI including:
• E-mail marketing: tactics and measurement
• Calculating website usability and conversion
• Heat and click-thru mapping
• Defining a visitor critical path

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Event Websites, Part II: Setting Goals and Measuring Conversions Presentation Transcript

  • 1. Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search
  • 2. Converting traffic into registrants
    • Advanced tactics
      • Calculating website usability and conversion
      • Heat and click-thru mapping
      • Defining a visitor critical path
  • 3. Email Marketing Best Practices
    • Tracking
    • A/B testing prior to sends
    • Don’t send emails from Outlook
    • Advanced techniques
      • Test for various email clients / browsers: BrowserCam
      • Include web analytics tracking code so that you can measure conversions
      • Create webpage version of your email for compatibility & SEO
  • 4. Sample Email Tracking Code
    • Basic:
    • Domain.com/link.html&=123
    • Advanced:
    • Domain.com/link.html&=Oct09-wk1-list1
    • Domain.com/link.html&=Oct09-wk1-list2
  • 5. Key Metrics for Email
    • Sends
    • Opens
    • Bounces (hard, soft)
    • Click Tracking
    • Unsubscribes
    • What you can’t track: conversion
  • 6. Why Usability Matters
    • Improves your conversion rate
    • Get the full benefit from your traffic
    • Improve the Repeat Traffic Rate
    • Referrals via social / word of mouth
    • Customer Satisfaction
    • Side Benefit:
      • good usability = accessibility = good SEO = ROI
  • 7. Website Usability Metrics
    • Bounce Rates
    • Validate for Accessibility
    • Repeat Visit Rate
    • Monitor Exit Pages
  • 8. Usability Best Practices
    • Consider Z reading pattern
    • Page load time
    • Don’t code menus with images only, use text
    • Don’t code menus withy Javascript that renders links
    • Low cost testing: have 1-2 non-technical users try to accomplish your key site goal.
      • Do so without coaching
  • 9. Heat Maps
    • How do people interact with the page?
    • What do the look at?
    • What do the click on?
    • How long on the page?
  • 10. Click Paths
    • The path or sequence of pages a visitor looks at
    • Endless options, you have to focus
    • Have a specific question you want to answer
    • Key Questions:
      • Where do people go after they enter?
      • Where do people go before they leave?
      • Where do people go before a specific page, e.g. registration?
      • Where do converters enter the site?
    • Know you baseline
  • 11. Web Analytics: Context is Key
    • Numbers without context are useless
    • You have to supply context
      • Vs. Goal
      • Vs. Previous Year, Month, Week, Week of Month
      • Vs. Competitors
      • Vs. Related Sites
  • 12. Setting Goals: Work Backwards
    • How many attendees do you want?
    • What is your conversion rate?
    • What is your distribution of traffic?
    • What is your Cost per Visit (per Channel)?
    • Work backwards to your budget
    • Too high? 2 options
      • Improve your conversion rate
      • Change your traffic mix
  • 13. Measuring Goals
    • In Google Analytics:
      • Implement GA on all pages, including Thank You page
      • Log into Google
      • Use Goal Wizard to define goals based on Thanks you pages
    • Better usability, better data
  • 14. Contact Information
    • John Curtis, | President
    • Quotient Solutions
    • www.quotient.net
    • [email_address]
    • @Social_Quotient
    • Ian Strain-Seymour | Director, Online Strategy
    • Apogee Search
    • www.apogee-search.com
    • [email_address]
    • @ifss
    Stephen Nold | President Advon Technologies www.meetingtechonline.com www.mtosummit.com [email_address] @stepnold