ALO: A new website and digital strategy (complete)
Austin Lyric OperaA new website and digital strategy By Marc van Bree April 24, 2012
Developed a new website and digitalstrategy that increased online singleticket sales from 28% to 55% of totalsingle ticket sales while delivering agreater ability to analyze patronbehaviors, track conversions andaccount for advertising spending.
Website developmentBuilding a new website for Austin Lyric OperaSelected vendor: Venture Industries OnlineTotal spent: $6,500Time frame: 3 months
Four core concepts Driving conversions All roads should lead to a conversion. The ticket buying process needs to be straightforward, simple and seamless; from campaign source to order confirmation. Data collection How do patrons get to our website? What do they do when they arrive? We need to track the entirety of the sales funnel. Highly customizable A responsive website that can handle breaking news, custom landing pages and continuously revolving sales and institutional messages. Easily manageable Staff with little technology skills should be able to make basic website updates and embed multimedia elements.
Selected vendorVenture Industries OnlineKey selling points• A proprietary system on top of todays bestcontent management solution: WordPress• Venture’s principal has thorough understandingof the performing arts and online user experiences• Making use of in-house resources, proposal is lessthan half the cost of agenciesBudget: $10,000Actual: $6,500 *Project start to launch: 3 months* $1,500 custom development; $4,000 annual license fee(includes hosting, support, updates etc.)
In-House Resources(Client)• Planning: entirely redesigned site architecture and navigation• Content: content migration, creation and population; and integration with third party box office• Design: custom graphic design template along with home page and interior page layouts.• Development: basic custom CSS changes.
Custom Work(Venture)• Adapt client’s graphic design into custom PHP templates.• Designed custom admin interface.• Designed custom search bar that appears in the top, right hand corner of every page.• Removed slider overlay for unobstructed full width image while maintaining use of standard action button.
Simple, clear Focus on navigationconversions Revolving sales messages EmbedCustomization multimediaand flexibility Focus on conversions
Custom landing pages Purpose-builtEasily manageable and page forcustomizable custom messaging Landing page for email marketing effectiveness
Third partyticketingintegrationMirror design andfunctionality Straightforward, simple and seamless ticket buying process
Tracking conversionsInside an email marketing campaign with Google AnalyticsTicketing solution: PaciolanEmail marketing: Pacmail (Lyris HQ)Analytics: Paciolan, Google Analytics
Email DetailsDateMarch 22, 2012SubjectSave 20% off Turandot in the next 72hours!List segment“No Turandot ticket yet”Unique open rate16.4% (1,931 opens)Unique click through2.3% (272 clicks)
Traditional results(sales report from Paciolan) Distribution of Sales“72HOUR” tickets sold Box Office104 seats 12%RevenuePhone: $1,931.20 (23)Box Office: $1,017.60 (12) PhoneInternet: $5,822.40 (69) 22% InternetTotal: $8,771.20 (104) 66%
Tag your links in your emails with campaign parameters …Visit the Google Analytics URL Builder tool
and Google Analytics will tell you a bigger story …Notice how total online revenue is higher than expected Paciolan reported $5,822.40
The campaign directly delivered 39 regularly priced tickets at an additional $1,770.50* in revenue …* Unlike previous screen, product revenue does not include taxes and fees ($32.00 total).
and there is a second direct source and medium in the campaign … Direct sales from Facebook post and ad
A supporting role for Facebook …A quick Page post
… amplified by Facebook Ads Ad from Page post (two-day run) Increasing CPM = $0.48 reach ROAS = $9.78CPM = Cost per thousand impressions | ROAS = Return on Advertising Spending | CTR = Click Through Rate
But wait, there’s more! Multi-Channel Funnels and Assisted Conversions Sometimes the conversion is not directly sourced from a campaign. This is how Google Analytics tracks a conversion path … Our “72HOURS” campaigncan be an “Assist Interaction”
Indeed, there are three “Assist Interactions”at an additional $215.00 in revenue Why not include “Direct” traffic as “Assist Interactions”? In the Multi-Channel Funnels reports, if a person converts on your site during a "direct" visit (i.e. used a bookmark or typed your site URL into his or her browser), the conversion is attributed to the "direct" channel. This differs from other Google Analytics reports in which the conversion is attributed to the previous non-direct campaign or source, if there is one.
Total revenue$8,771.20 + (Reported in Paciolan: Internet, phone, and box office sales)----------$1,770.50 + (Reported in Google Analytics: additional regular Internet sales)-- - - - - - - - -$215.00 + (Reported in Google Analytics: “assist interactions”)----------$10,756.70 (Total revenue reported across systems *)* While close, the Google Analytics data is not completely consistent with Paciolan. Fine tuning andcalibrating is always part of the analytics and measurement process; next steps include eliminating thosepoints that skew data (for example bit.ly links etc.).
Online advertisingA look across various channelsPlatforms: Google AdWords (Google Grants), Microsoft AdChoices (Retargeting), Facebook Ads, local media
PlatformGoogle AdWordsGoogle Grants for NonprofitsGoogle AdWords campaigns at no cost through Google GrantsMaximum cost-per-click (CPC) is $1.00; Monthly "ad spend" will be capped at $10,000
A testing playground …Which ads perform better? “Turandot at Long Center” delivers most traffic Turandot at Long Center Impr.: 1,527 Clicks: 86 CTR: 5.63% Puccini’s Turandot Impr.: 1,227 Clicks: 67 CTR: 5.46% Turandot in Austin, Texas Impr.: 353 Clicks: 7 CTR: 1.98%
… but look againImpressions, clicks and CTRs aren’t everything. Google Analytics will tell you. “Puccini’s Turandot” delivers more revenue
Platform Microsoft AdChoices Retargeting … online advertising that is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion … Spent $109.19 Impr. 21,837 CPM $5.20 CTR 0.33%Impr. = Total impressions | CPM = Cost per thousand impressions | CTR = Click Through Rate
Platform Local media Individual print and online package agreements with local mediaImpr. 198,000 totalCPM ranging from $4.50 to $11.50CTR ranging from 0.12% to 0.23%
CPMCost per Thousand ImpressionsGoogle AdWords $9.03Microsoft AdChoices $5.20Facebook Ads $2.11Local media $4.50 – $11.50ROAS *Return on Advertising SpendingGoogle AdWords $68.16Microsoft AdChoices $1.12Facebook Ads $0.55Local media $0.03 - $0.10* ROAS is calculated by conversion values, including assisted conversions, as reported in GoogleAnalytics. There are several problems with that calculation and its accuracy, not in the least the lack ofbox office or phone sales data, but the numbers can still serve as an indicator for relative effectiveness ofeach ad channel, taken with a grain of salt.
Social mediaCross-functionality of social media toolsPlatforms: Facebook, Twitter and YouTube
Integrate marketing channels in customtabs: brochure, email Platform and YouTube FacebookWhat patrons want in social media:behind the scenes and personality
Messaging for Messaging for engagement; engagementsolicit responses
Social media as customer service:respond personally … and follow up and rapidly … and follow through
Platform YouTube YouTube on ALO website YouTube in email campaign IntegrateConsistent marketingbranding channels
Platform TwitterConsistent branding Messaging for engagement Social media as customer service:respond personally and rapidly
Mobile siteALO on the GoSelected vendor: Venture Industries Online (additional WordPress installation)Total budget: $0 (no additional costs)Time frame: 3 months
Four Core Concepts• Easily accessible program notesand pertinent event informationreadily available• Smartphone and touch screenoptimized design• Complement, not replace,main website• Drive mobile sales and boxoffice sales by phone
ALO on the GoNo auto detect for mobilebrowsers. Traffic is directedspecifically to mobile sitewhere deemed appropriate.If mobile site proves moreeffective in delivering mobilesales, auto detect can beenabled. Promote accessibility in email marketing
Currently, mobile devices deliver nearly 20% of total traffic …… yet they onlydeliver lessthan 10% of therevenue …
Mobile ticketingThird party ticketingintegration includes amobile specific box officesite.Auto detect for mobilebrowsers is enabled.Question: will this mobilespecific site improveconversion rates?As the site just launched, itis too early to tell at thispoint.
Questions?Connect with me twitter.com/mcmvanbree facebook.com/dutchperspective firstname.lastname@example.org mcmvanbree.com
Austin Lyric OperaA new website and digital strategy By Marc van Bree April 24, 2012