You’ve got a great website that’s helping you drive registrations—Kudos! You’ve taken our advice and optimized your site for SEO so everyone in your area can easily find you—again, congrats!
Here’s the tricky part, though. You can’t simply populate a website and hope that it’s doing its job as a marketing powerhouse for your event. Measuring the success of the website and extracting learnings is another, crucial step.
First, install some sort of analytics tool on your website. Google Analytics is the most popular way to do this. It’s free to use and will easily show you the most valuable, high-level metrics like the popularity of your site and where readers are coming from.
Once you’re inside of Google Analytics (or whatever tool you decide to go with), uncover lots of stories about your website and create a roadmap to optimization.
Here’s what your analytics can tell you about your website:
1. You’re Building a Loyal Audience: Websites are proven marketing investments but they might not immediately yield more customers. If your website has a blog (or news) component, what it can immediately yield is subscribers. Subscribers are loyal readers of your blog and a built-in customer and prospective customer base that you are contacting regularly about your product.
Are most of your blog readers new or returning?
Easily check loyalty in Google Analytics by heading to the “Audience” tag, then click “Behavior” and select “New vs Returning.” You’ll likely have a majority of new users, but keep an eye on the returning number to measure whether you’re building a loyal audience.
2. Your Content is Valuable: Regardless of whether you publish blog posts or news on your website, you have “content.” In terms of Google Analytics, this refers to the pages on your blog and might include an “About Us” page, a page of race photos or a listing of event details.
What types of content can you provide more of?
There are two data insights that you want to find to answer this question. First, how each page is performing. Find this under the “Behavior” heading, then click “Site Content” and “All Pages.” Analytics will rank the most popular pages for the time period that you select.
Secondly, you want to know what people are searching for once they get to your page. Under the same “Behavior” heading, click “Site Search” and “Search Terms” to find out what people want to know about your event.
Provide content that your participants want to read or see.
This part is pretty simple. Once you identify what content performs the best and what your participants are searching for on your website, generate news articles, blogs or new content pages that answer those questions.
3. Your Social Efforts Aren’t Optimized: Here is how to find out if your Twitter, Facebook, Instagram and/or Pinterest strategy is actually driving traffic back to your website (and registration portal!). Under the “Acquisition” tag, click “Social” then “Overview.”
What percentage of traffic is coming from social media?
This is a very high-level view of how many sessions were generated from social. Compare this number to total number of sessions during the designated time period and you’ll see whether your social strategy contributed to a significant portion of traffic or if it missed the mark.
Does your social strategy need an adjustment?
Now, the benefit of social is not just to herd consumers back to your website so that you can sell them stuff. There are qualitative benefits, too—being available to your customers to provide service; interacting with the endurance industry players in your region and overall branding for your event, to name a few. But, if you’re trying to drive registrations, you may want to revisit your social strategy and make adjustments.
Want to dive even deeper into using social media to drive registrations? We’ve created a handy playbook to help you optimize all of your accounts to better engage with participants, connect participants with each other and communicate important updates.