Your website is more important than you realize. If it isn’t mobile-friendly, it could be costing you money. Find out what’s really at stake when it comes to your web presence and what you can do to improve the overall customer experience to increase online ticket sales. Is Your Website Helping or Hurting Your Business? by Kathryn Hunt Day 1

1. IS YOUR WEBSITE
HELPING OR HURTING
YOUR BUSINESS?
KATHRYN HUNT

2. PRESENTER
Product Marketing Manager, Vendini
KATHRYN HUNT
• Active patron of the arts
• Supports multiple organizations through
membership, season ticket purchases and
volunteering
• As Product Marketing Manager at Vendini,
responsible for providing research and insights
into the performing arts industryVENDINI STAFF

3. WHY THIS TOPIC?
UNIQUE NEEDS OF LIVE EVENT WEBSITES
HOW TO EVALUATE YOUR WEBSITE
WEBSITE MYTHS
HOW VENDINI CAN HELP
RAFFLE AND Q & A
AGENDA

4. WHY THIS TOPIC?
• Help you align your website goals with
(sometimes harsh) realities
• Share industry research
• Offer insights and next steps
• Answer questions

5. GLOSSARY
• SEO
• Organic Search
• Link Juice
• Click Through Rate
• Bounce Rate
• Social Media

6. WHY THIS TOPIC?
UNIQUE NEEDS OF LIVE EVENT WEBSITES
HOW TO EVALUATE YOUR WEBSITE
WEBSITE MYTHS
HOW VENDINI CAN HELP
Q & A AND RAFFLE
AGENDA

7. PROVIDING
INFORMATION
• Contact info and maps
• General and historic
information
• Media gallery of past events
• Press and reviews
• Upcoming events information
• Get involved links

8. COLLECTING
MONEY
• Single, season & renewal tickets
• Memberships
• Donations
• Capital campaign pledges
• Special events and programs

9. FOSTERING
LOYALTY
• Turning single ticket buyers
into lifelong supporters
• Fundraising campaigns and
annual fund
• Partnerships and community
associations

10. MANAGING
NEEDS WITH
LIMITED STAFF
• Do you have the resources to:
- Perform frequent updates?
- Track demographics, page
traffic and conversions?
- A/B test and respond to
analytic data?

11. WHY THIS TOPIC?
UNIQUE NEEDS OF LIVE EVENT WEBSITES
HOW TO EVALUATE YOUR WEBSITE
WEBSITE MYTHS
HOW VENDINI CAN HELP
Q & A AND RAFFLE
AGENDA

12. DOES YOUR
WEBSITE SPEAK
TO YOUR
AUDIENCE?• Who do you expect and who
do you want to attract?
- Create personas
- Rank the importance of
site visitors
- Identify all “calls to action”

13. DOES YOUR
CONTENT SUPPORT
YOUR GOALS?
• How do you differentiate
yourself?
• Are you using a combination
of media?
• How’s your “Link Juice?”
• Is your site mostly static
or dynamic?

14. ARE YOU
DISCOVERABLE?
• Can the site be found through search?
• Are keywords, rankings, meta descriptions
and naming conventions aligned to
increase SEO?

15. HOW DO YOU KNOW
WHAT'S WORKING?
• Identify components used
to monitor, track and
analyze
- Is the branding consistent?
- Is your website integrated
with social identities?
- Is it engaging to visitors?

16. WHY MOBILE MATTERS
• There are more mobile-only Internet users in the
US than Mac or Windows users
• 90% of mobile users use their device to do
research before making a purchase
• Lack of mobile responsiveness contributes to
abandonment during research and transactions

17. WHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITES
HOW TO EVALUATE YOUR WEBSITE
WEBSITE MYTHS
HOW VENDINI CAN HELP
Q & A AND RAFFLE
AGENDA

18. WEBSITE MYTHS
• If you haven’t heard
complaints about your
website, it’s probably fine

19. WEBSITE
MYTHS
• Only certain demographics
use a mobile device to
research events and
shop online

20. WEBSITE MYTHS
• The most important way to
develop patron loyalty is
through great programming

21. WEBSITE MYTHS
• Having a great website is
expensive and challenging to
maintain

22. WHY THIS TOPIC?
UNIQUE NEEDS OF LIVE EVENT WEBSITES
HOW TO EVALUATE YOUR WEBSITE
WEBSITE MYTHS
HOW VENDINI CAN HELP
RAFFLE AND Q & A
AGENDA

23. HOW VENDINI CAN HELP
• Website evaluation to provide feedback on:
- Organic search discoverability and link juice
- Speed and mobile friendliness
- Content audit
• Help establish goals and strategy
• Help with implementing Google Analytics and Facebook Pixels
• Help with “Buy” and “Donate” buttons
• Create an Event List to match look and feel

24. FREE DESIGN SERVICES
PROVIDED TO ONE LUCKY
WINNER!
RAFFLE

25. Q & A

26. RESOURCES
• Mobile Fact Sheet http://www.pewinternet.org/fact-sheet/mobile/
• Test My Site https://testmysite.thinkwithgoogle.com
• Moz Local https://moz.com/local
• 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/
• 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/

27. RESOURCES
• “120 Awesome Marketing Stats, Charts and Graphs”. HubSpot (SlideShare).
https://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare
• 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 Losing 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/

28. THANK YOU
KATHRYN HUNT | KHUNT@VENDINI.COM