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.

There is one thing that almost all high converting websites will have in common, and that is they will be tested, tested, tested and then tested some more.

Email marketing remains one of the best performing activities available to market your event.  Great news if you are already using email marketing as part of your event marketing strategy, but how closely do you keep an eye on your email analytics?

Nearly every event leverages email marketing to engage their target audience and drive conversions. It’s a staple of the event marketing mix. So much so, that emails are sometimes blasted off without too much thought about how to get the most out of your email marketing budget.

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.

In our experience gaining value from your data is a matter of turning it into customer insights (the human behaviour that contributed to the data) and then into actions for change that are measurable and inline with your event objectives.

Customer journey planning can be very complex and time consuming. And whilst putting in the effort leads to the best outcomes, sometimes we all need a handy little guide to quickly judge whether our customer journeys will work effectively.