After reviewing dozens of event websites for an upcoming project, the following deficiency kept creeping up.
Depending on the event, the amount of time between announcing your event and your event occurring can vary significantly. Anywhere from a couple of years to a few months. If you have a recurring event, what follows is vital to consider.
My question to you is, "what are you doing with your event website in the meantime?"
Especially in the critical time after you announce your event and before tickets go on sale.
At a minimum, most event organizers update their event website with the dates of their next event. Yet there is one essential element that is missing. That element is the collecting of warm ticket leads. Not a single website I reviewed had any form of lead generation.
A closer look at Google Analytics will clearly show you that most people (60-70%) of people only visit your website once. Additional of all the people visiting your website, 40-50% spend less than ten seconds on your websites. If you haven't already, please take a look at your own website engagement metrics. Chances are your jaw will hit the ground.
Because of the above, it's paramount you have an effective method to collect leads on your event website, 24/7/365 even while you sleep.
If you're not collecting leads for your next event, you're missing out on significant amounts of advance ticket revenue! This particular topic was featured in my first issue of the Event Profit Report and has been worth millions of dollars to clients.
You can start with something as simple as asking for an email.
Here are some short articles on getting the most from your event website:
- Simple Tracking of Your Online Event Promotions
- Measuring Your Social Media Event Promotion Efforts
- Shocking Event Web Site Stat
- Simple Event Advertising Tracking with Google Analytics
- Do I Need to Redesign My Event Web Site?
- An Important Event Web Site Statistic for Promoters and Event Planners
- How Big Should My Event Web Site Be?
- What Happens When Your Event Web Site CRASHES?