A La Carte NACE Blog
Fresh ideas and inspiration for your events.

3 Things to Learn from Your Web Metrics

Many event pros have dutifully installed Google Analytics on their websites. A few have even looked at them on occasion, but fewer still are truly using their website analytics to grow their businesses. It’s understandable — looking at all of those reports can feel very overwhelming. Who has time to dig into the nitty gritty of reports?

Google Analytics comes with 78 standard reports “out of the box” — talk about data overload. Well, I’ve got good news for you: You really only need to monitor a handful of them to gain important insights for your event business.

Here are three things you can easily learn from your website metrics.

Whether your website traffic is qualified

Many event pros have a target audience they’re trying to reach, whether it’s corporate meeting planners in their 40s or young couples in their 20s and 30s. The demographic report is your friend – this is where you can make sure that your audience is qualified. You can review age and gender to make sure your traffic meets the basic criteria for being qualified; you’ll also know if your marketing efforts aren’t hitting the mark, so you’ll know to adjust your strategies sooner rather than later.

Geography can also be an indicator of quality traffic. For example, perhaps you’re the marketing director for a local museum or venue with mostly local patrons; if so, you’ll want to make sure your web traffic is also largely local. Or, say you’re marketing a convention center and most of your events are with North American professional associations — then, you’ll want to make sure the majority of your traffic comes from the North American continent. The same goes for destination weddings and events. If you’re in Florida, but many of your couples are from New York, it makes sense to see a large amount of your traffic coming from New York.

Where your traffic is coming from

Understanding the websites and platforms that are sending you the most traffic can help you make advertising decisions and show you the best social media platforms to invest your time and energy.

For this, there are two standard reports to look at under “Acquisition.”

  1. “All Traffic >> Channels”: This broad report will tell you the general categories that send you the most traffic, including organic traffic, social media traffic and referral traffic from other websites.
  2. “Social”: This report will drill down to specific social media platforms and show you which drive the most traffic and, if you have goals set up, conversions.

Pro tip: Pay attention to your bounce rate and page views in these reports as well. If you have a strong traffic driver with a high bounce, it could be that people aren’t finding what they expected on your website. Audit the messaging you’re using to funnel leads to your website and make sure it matches the messaging on your page.

Whether your web traffic is interested in booking you

Talk about a valuable metric, right? To determine whether clients are actually interested in booking you, take a look at your behavior reports. Are web visitors exploring your “down-funnel” pages, like your portfolio and inquiry pages? Or, are they mostly consuming long-form content on your blog and leaving? Do your down-funnel pages have a low bounce rate of between 26% and 50%?

Pro tip: Create a “segment” of your target location and demographics to see how your target market is using your site specifically.

Google Analytics doesn’t have to be scary or overwhelming. By looking at a few simple reports and asking a few key questions, you can be well on your way to using your website analytics to truly grow your event business.

 

Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA, and the ABC Conference.

The following two tabs change content below.
Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that bring in more inquiries and leads. Christie is a national educator who recently presented at NACE Experience in both 2017 and 2018.

Post Comment

*

Social Media Auto Publish Powered By : XYZScripts.com