event websites, part ii: setting goals and measuring conversions john curtis, quotient stephen nold,...

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Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search

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Page 1: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search

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

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

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

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

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

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

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

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

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

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

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

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

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

Questions

Page 15: Event Websites, Part II: Setting Goals and Measuring Conversions John Curtis, Quotient Stephen Nold, Advon Technologies Ian Strain-Seymour, Apogee Search

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