Slides from the talk by One Further's Chris Unitt at the Arts Marketing Association's Beyond Digital 2019. Your online audiences are always dropping hints as to what they do and don’t like, you just have to listen. These hints will tell you how to optimise your marketing campaigns, how to improve your website, and generally how to make things better for your audiences.

1. Data: How
to listen

2. https://transom.org/2018/latif-nasser/

3. 1. Social Media

4. Notifications
Facebook Insights

7. 2. Google Ads

8. Search Terms
Placements

10. Search Terms
Placements

12. 3. Google Search
Console

13. Look at ‘Search Results’
Remove brand queries
Remove high average positions
Look for questions

15. 4. Google Analytics

16. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

18. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

20. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

21. Checkout stage Drop-off rate
Select date 0.2%
Select seats 65%
Edit tickets 27%
Basket 35%
Order summary 2%
Billing details 0.8%
Payment 11%
Order confirmation

22. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

24. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

27. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

30. Site search
Page speed
Funnel drop-offs
CTAs
FAQs
Error messages
Engaged pageviews

32. 5. Surveys

33. Customer Effort Score
Visitor Intent Survey

38. “I would have purchased premium
tickets, but it wouldn’t let me leave a
single seat available. Considering
there are still plenty of seats and the
show is tomorrow, I think that did
you a disservice”

39. “A picture of the auditorium of the
theatre as it is quite difficult to know
whether the seat I have picked is the
right one for me”

40. “The website doesn't look real. I
spent a lot of time trying to work out
if i was being scammed”

41. Customer Effort Score
Visitor Intent Survey

45. Thank you!
@chrisunitt
Slides and notes at
onefurther.com/ama2019