The time your event website takes to load up is important, it really is a case of ‘every second counts’ and studies carried out by Kissmetric show that page abandonment doubles with an increase in page load time from 2 to 4 seconds. Losing visitors because of slow page load times will mean you are losing potential ticket purchasers or exhibitor stand bookings.
Many event companies use 3rd party ticketing sites, such as Seetickets, to handle their ticket sales, and why not these guys do a sterling job. But what happens to your analytics when you pass the visitor from your event website to the external ticketing website? Well for most that is the end of the road, no data, no insight, no good.
Event marketers work tirelessly to put new visitors into the top of the funnel and hopefully into the buying process, but not many invest time into looking at what these visitors do once they are dropped there.
Figures from Salescycle indicate that abandonment rates during the checkout process are on the rise. In fact their studies estimate that this has risen by nearly 15% in the last 5 years, what might be more concerning to anyone who is selling event tickets online is the average abandonment figure is estimated to be a whopping 75.6%.
What type of cake’s do your attendees like? You might not have this fine grain of information about your customers yet (or really need it) but these days ignoring your data is effectively the same as ignoring your customers. However this data on it’s own means very little unless you use it to make decisions that have measurable results and work toward reaching your event objectives.
Business intelligence firm Domo have created an infographic which shows some of the vast numbers involved in todays digital consumption.
Ok, you’ve added Google Analytics to your website, so it’s time to sit back, relax and watch that useful web data roll in. After all, Google Analytics gives you everything a marketer needs straight out of the box, right?