The Must Implement Analytics For Your Event Website: Part 1
How do you know if your event website is serving your needs in the best way possible?
Event analytics, business intelligence or data that is derived from the back end of your website will give you a great idea of how well your event website is serving your event marketing needs by getting your message out and attracting the right audience. Event website analytics provide actionable insight into your registrants and their customer journey by revealing who has visited your site, how they got there, and what they did once they arrived. By examining this data, you can implement changes in your target marketing programs in real time as well as in the future.
In this first part of our two-part series, we’ll begin to explore the kinds of metrics that will help you continue to improve and iterate your event marketing strategy.
Visits by channel - Channels are the places online where people discovered your event registration website. Your link may have been found by doing a simple google search, it may have been posted in a directory listing, or perhaps people are connecting to you through one or more of your social media channels. Understanding the source of how someone linked to your event registration site is key in guiding your marketing manager’s efforts. For example, if you get the bulk of your visits from Twitter, then you know your time is well spent maintaining an active presence building a following and maintaining engagement there. The metric you’ll want to look at is the number of visits on each of these channels, or the % of total visits from each of these channels, to evaluate where your traffic is coming from.
Organic search - When people use a search engine to find an event using related industry terms, hopefully they are finding your event website! This kind of search is called an organic search, and how high your site comes up on the search is dependent on how well you’ve optimized it for SEO, as well as how much overall engagement it’s been getting. Algorithms that determine the success of an organic search continue to evolve, but relevant language and lots of people talking about you on social media are the main ingredients for successful results. The metric called organic search will tell you what percentage of visits to your site come from this source.
If your event website comes up high on an organic search by terms that are central to your brand, then you know you’ve done a good job optimizing your site and getting the word out via social media. If not, then it would pay to take a closer look at the language you are using, how closely it represents your brand and how well you are engaging on Twitter, Facebook and LinkedIn.
Paid search - Purchasing a paid ad on Google, LinkedIn, Twitter or Facebook will certainly broaden your reach, but whether or not this translates into more traffic remains to be seen. You can boost the innate power of your brand by tailoring the parameters of your ad to closely match the demographics of your ideal buyer personas, also known as your natural audience.
Tracking the metric of the number of visits (or % of visits) you receive as a direct result of your ads will tell you whether or not this is a good use of your event planning budget. If results are poor, you may need to tweak the targeting parameters. If you still don’t get the results you want, then it may be a sign to put your efforts elsewhere...
Link performance - You’ve placed a link to your event page in an article, or perhaps someone has included it in a list as part of a directory. How much traffic does it bring you? Will it pay to seek placement of this sort in the future? All important information you can glean from your event website analytics. Use this data to guide your future event lead generation efforts by continuing what works, or making different choices where you don’t get the results you are seeking. Check for the number or % of visits you get from each of your links.
Next, we examine some typical event marketing activities and how you can derive useful performance data from each of them.
Learn more about the key analytics your organization should use in the development & management of your events.