event websites, part ii: setting goals and measuring conversions john curtis, quotient stephen nold,...
TRANSCRIPT
![Page 1: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/1.jpg)
Event Websites, Part II: Setting Goals and
Measuring Conversions
John Curtis, QuotientStephen Nold, Advon Technologies
Ian Strain-Seymour, Apogee Search
![Page 2: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/2.jpg)
Converting traffic into registrants• Advanced tactics
– Calculating website usability and conversion– Heat and click-thru mapping– Defining a visitor critical path
![Page 3: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/3.jpg)
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
![Page 4: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/4.jpg)
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
![Page 5: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/5.jpg)
Key Metrics for Email
• Sends• Opens• Bounces (hard, soft)• Click Tracking• Unsubscribes
• What you can’t track: conversion
![Page 6: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/6.jpg)
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
![Page 7: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/7.jpg)
Website Usability Metrics
• Bounce Rates• Validate for Accessibility• Repeat Visit Rate• Monitor Exit Pages
![Page 8: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/8.jpg)
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
![Page 9: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/9.jpg)
Heat Maps
• How do people interact with the page?• What do the look at?• What do the click on?• How long on the page?
![Page 10: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/10.jpg)
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
![Page 11: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/11.jpg)
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
![Page 12: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/12.jpg)
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
![Page 13: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/13.jpg)
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
![Page 14: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/14.jpg)
Questions
![Page 15: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search](https://reader036.vdocuments.us/reader036/viewer/2022082417/56649f4d5503460f94c6e030/html5/thumbnails/15.jpg)
Contact Information
John Curtis, | PresidentQuotient [email protected]@Social_Quotient
Stephen Nold| PresidentAdvon Technologywww.apogee-search.com [email protected]@stepnold
Ian Strain-Seymour | Director, Online StrategyApogee Searchwww.apogee-search.com [email protected]@ifss