Your website is more important than you realize. Just because you don’t hear complaints doesn’t mean there isn’t a problem. In fact, the lack of a mobile-friendly website might be creating a negative user experience that’s damaging your brand and costing you business every single day, without you even knowing it. Vendini’s Product Marketing Manager Kathryn Hunt explains how you can determine if your website is really working for you—or against you. Joining Kathryn is Brian Russo, Entertainment Director of The Villages in Sumter County, Florida. Brian will share his own experience of how tuning-up the Villages’s mobile web presence made a positive impact on his business. In this webinar, you’ll learn: what’s really at stake when it comes to your web presence what makes customers abandon purchases before checkout what simple steps can improve the patron and fan experience on your website

1. Is Your Website Helping
or Hurting Your Business?
KATHRYN HUNT & BRIAN RUSSO | MARCH 15, 2017

2. 2
Kathryn Hunt
A music-major turned techie, Kathryn grew up in the
San Francisco Bay Area and attends over 100 live
events every year.
As Product Marketing Manager at Vendini, Kathryn
researches, tracks and reports on industry practices
related to event and patron management, marketing,
communications and analytics.
In her free time, she also volunteers at and contributes
to multiple PAC organizations.
Presenter

3. 3
Brian Russo
As Director of Entertainment at The Villages, Brian is able
to offer insights on multiple aspects of running a
performing arts and live entertainment business.
He holds degrees in Audio Engineering and Music
Business and his professional expertise is in marketing,
web design, event production and audio engineering.
He has been a Vendini customer since 2012.
Guest
Speaker

4. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLIAGES
Q & A

5. 5
 Help you align your
website goals with
(sometimes harsh)
realities
 Share industry research
 Offer insights and next
steps
 Answer questions
 First…a little about you

6. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLAGES
Q & A

7. 7
Providing Lots of Info
 Contact info and maps
 General and historic
information
 Media gallery of past events
 Press and reviews
 Upcoming events information
 Get involved links

8. 8
Collecting Money
 Single, season, renewal tickets
 Memberships
 Donations
 Capital campaign pledges
 Special events and programs
– Galas and benefits
– Conservatory programs
– Summer camps

9. 9
Fostering Loyalty
 Turning single ticket buyers
into lifelong supporters
through season tickets,
memberships, board positions
and endowments
 Highlighting fundraising
campaigns, annual fund
 Highlighting partnerships and
community associations

10. 10
Managing Needs with
Limited Staff
 Theaters don’t always have
dedicated team of
webmasters, designers or
staff to:
– Perform frequent updates
– Track demographics, page traffic
and conversions
– A/B test and respond to analytic
data

11. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLAGES
Q & A

12. 12
Does Your Website
Speak to Your Audience?
 Who do you expect, who do
you want to lure
 Rank the importance of these
visitors
 Identify all “Calls to Action”
– How prominent are they?
– Is there a clear message that will
resonate?

13. 13
Does Your Content
Support Your Goals?
 Are you using a combination
of:
– Text
– Photos, Images, Maps, Videos
 Links to other pages on your
site or external sites
 Is your site mostly static or
dynamic?

14. 14
How Do You Know What’s Working?
 Identify components used
to monitor, track and
analyze
 How are the top and bottom
navigation used?
 Is branding consistent?
 Is site integrated with
social identities?
 Is site engaging to visitors?

15. 15
Can Your Patrons Find You?
 Can the site be found
through search?
 Are keywords, rankings,
meta descriptions and
naming conventions
aligning on all pages to
increase SEO?
 Is the site designed so it’s
easy to discover, research
and learn about events in
multiple formats with
list/calendar/events?

16. 16
Is Site and Purchase Link Responsive?
 How does it look on:
– A mobile phone
– A tablet
– A browser other than the
one you typically use

17. 17
Why Mobile Matters
 There are more mobile-only internet users in the US than
Mac or Windows users
 90% of mobile users use a device to do research before
making a purchase
– First stop for new patron who could become life-long patron, key
donor, advocate and board member
 Lack of mobile responsiveness is contributes to
abandonment during research and transactions

18. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLAGES
Q & A

19. 19
Website Myths
 If you haven’t heard
complaints about your
website, it’s probably fine

20. 20
Website Myths
 Only certain demographics
use a mobile device to
research events and shop
online

21. 21
Website Myths
 The most important way to
develop patron loyalty is
through great programming

22. 22
Website Myths
 Having a great website is
expensive and challenging to
maintain

23. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLAGES
Q & A

24. 24

25. 25
The Villages – The Issues
 Barebones, static website
 Poor online experience for patrons
 Almost no online sales – less than 3%
 Site and purchase window not optimized for mobile phones or
tablets
 Inability to view seats during online purchase

26. 26
The Villages – The Solution
 Received support designing and setting up new website with
ability for staff to easily manage updates
 Website integrated with event management and auto-publishing
of all event changes
 Ability for patrons to comfortably browse the mobile-first
website from any device and easily purchase tickets with just a
few clicks

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The Villages – The Impact
 Online sales skyrocketed to more than 30% of total sales
 Negligible administration and design costs
 Easy-to-manage content updates through Vendini Website
Manager
 Operational and administrative costs were significantly
reduced
 Savings across the board

28. AGENDA
WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR SITE
WEBSITE MYTHS
SUCCESS STORY: THE VILLAGES
Q & A

29. 29
Q & A

30. We’d love to provide a website evaluation
Send an e-mail to hello@vendini.com
Subject line: Website Evaluation
or call 1 (800) 901-7173
www.vendini.com

31. 31
RESOURCES
 Bianchin, Daniel. “10 Stats to Justify SEO”. Search Engine Journal (blog).
https://www.searchenginejournal.com/10-stats-to-justify-seo/
 Siu, Eric. “24 Eye-Popping SEO Statistics”. Search Engine Journal (blog).
https://www.searchenginejournal.com/24-eye-popping-seo-statistics/
 Lee, Jessica. “No. 1 Position in Google Gets 33% of Search Traffic”. Search Engine Watch.
https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-
search-traffic-study/
 “120 Awesome Marketing Stats, Charts and Graphs”. HubSpot (SlideShare).
https://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare
 DeMers, Jayson. “Social Media Now Drives 31% Of All Referral Traffic”. Forbes (blog).
http://www.forbes.com/sites/jaysondemers/2015/02/03/social-media-now-drives-31-of-all-
referral-traffic/

32. 32
RESOURCES
 Sterling, Greg. “Search + Social Media Increases CTR By 94 Percent: Report”. Search
Engine Land (blog). http://searchengineland.com/search-social-media-increases-ctr-by-94-
percent-report-66231
 “How Many Sales Are You Loosing Because Your Small Business Website Isn’t Properly
Designed?”. Emerge Inc. (newsletter). https://www.emergeinc.com/how-many-sales-are-you-
losing-because-your-small-business-website-isnt-properly-designed/
 Forten, Nicole M. “Poor Mobile Shopping Experience”. Demac Media (infographic).
https://www.demacmedia.com/infographic/infographic-wednesday-poor-mobile-shopping-
experience/
 “How Loading Time Affects Your Bottom Line”. Kissmetrics (blog).
https://blog.kissmetrics.com/loading-time/
 Bustos, Linda. “The Danger of a Poor Mobile Shopping Experience”. Get Elastic (infographic).
http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/

33. Data: Your Secret Weapon for
Selling Out Shows
Mark Meyerson VP/GM, Live Music | APRIL 18, 2017
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