Is Your Website Helpingor Hurting Your Business?KATHRYN HUNT & BRIAN RUSSO | MARCH 15, 2017
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Kathryn HuntA music-major turned techie, Kathryn grew up in the San Francisco Bay Area and attends over 100 live events every year.As Product Marketing Manager at Vendini, Kathryn researches, tracks and reports on industry practices related to event and patron management, marketing, communications and analytics. In her free time, she also volunteers at and contributes to multiple PAC organizations. Presenter
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Brian RussoAs Director of Entertainment at The Villages, Brian is able to offer insights on multiple aspects of running a performing arts and live entertainment business. He holds degrees in Audio Engineering and Music Business and his professional expertise is in marketing, web design, event production and audio engineering.He has been a Vendini customer since 2012. Guest
Speaker
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLIAGES
Q & A
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Help you align your website goals with (sometimes harsh) realities
Share industry research Offer insights and next
steps Answer questions First…a little about you
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLAGES
Q & A
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Providing Lots of Info Contact info and maps General and historic
information Media gallery of past
events Press and reviews Upcoming events
information Get involved links
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Collecting Money Single, season, renewal
tickets Memberships Donations Capital campaign pledges Special events and
programs– Galas and benefits– Conservatory programs– Summer camps
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Fostering Loyalty Turning single ticket
buyers into lifelong supporters through season tickets, memberships, board positions and endowments
Highlighting fundraising campaigns, annual fund
Highlighting partnerships and community associations
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Managing Needs with Limited Staff Theaters don’t always
have dedicated team of webmasters, designers or staff to: – Perform frequent updates– Track demographics, page
traffic and conversions– A/B test and respond to
analytic data
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLAGES
Q & A
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Does Your Website Speak to Your Audience?
Who do you expect, who do you want to lure
Rank the importance of these visitors
Identify all “Calls to Action”– How prominent are they?– Is there a clear message that
will resonate?
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Does Your Content Support Your Goals? Are you using a
combination of:– Text– Photos, Images, Maps,
Videos Links to other pages on
your site or external sites Is your site mostly static
or dynamic?
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How Do You Know What’s Working? Identify components
used to monitor, track and analyze
How are the top and bottom navigation used?
Is branding consistent? Is site integrated with
social identities? Is site engaging to
visitors?
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Can Your Patrons Find You? Can the site be found
through search? Are keywords, rankings,
meta descriptions and naming conventions aligning on all pages to increase SEO?
Is the site designed so it’s easy to discover, research and learn about events in multiple formats with list/calendar/events?
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Is Site and Purchase Link Responsive?
How does it look on:– A mobile phone– A tablet– A browser other than
the one you typically use
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Why Mobile Matters There are more mobile-only internet users in the
US than Mac or Windows users 90% of mobile users use a device to do research
before making a purchase– First stop for new patron who could become life-long
patron, key donor, advocate and board member Lack of mobile responsiveness is contributes to
abandonment during research and transactions
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLAGES
Q & A
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Website Myths
If you haven’t heard complaints about your website, it’s probably fine
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Website Myths
Only certain demographics use a mobile device to research events and shop online
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Website Myths
The most important way to develop patron loyalty is through great programming
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Website Myths
Having a great website is expensive and challenging to maintain
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLAGES
Q & A
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The Villages – The Issues Barebones, static website Poor online experience for patrons Almost no online sales – less than 3% Site and purchase window not optimized for mobile
phones or tablets Inability to view seats during online purchase
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The Villages – The Solution Received support designing and setting up new website
with ability for staff to easily manage updates Website integrated with event management and auto-
publishing of all event changes Ability for patrons to comfortably browse the mobile-
first website from any device and easily purchase tickets with just a few clicks
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The Villages – The Impact Online sales skyrocketed to more than 30% of total
sales Negligible administration and design costs Easy-to-manage content updates through Vendini
Website Manager Operational and administrative costs were
significantly reduced Savings across the board
AGENDAWHY THIS TOPIC?
UNIQUE NEEDS OF PAC WEBSITESHOW TO EVALUATE YOUR SITE
WEBSITE MYTHSSUCCESS STORY: THE VILLAGES
Q & A
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Q & A
We’d love to provide a website evaluationSend an e-mail to [email protected]
Subject line: Website Evaluationor call 1 (800) 901-7173
www.vendini.com
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RESOURCES Bianchin, Daniel. “10 Stats to Justify SEO”. Search Engine Journal (blog).
https://www.searchenginejournal.com/10-stats-to-justify-seo/ Siu, Eric. “24 Eye-Popping SEO Statistics”. Search Engine Journal (blog). https
://www.searchenginejournal.com/24-eye-popping-seo-statistics/ Lee, Jessica. “No. 1 Position in Google Gets 33% of Search Traffic”. Search Engine
Watch. https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study/
“120 Awesome Marketing Stats, Charts and Graphs”. HubSpot (SlideShare). https://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare
DeMers, Jayson. “Social Media Now Drives 31% Of All Referral Traffic”. Forbes (blog). http://www.forbes.com/sites/jaysondemers/2015/02/03/social-media-now-drives-31-of-all-referral-traffic/
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RESOURCES Sterling, Greg. “Search + Social Media Increases CTR By 94 Percent: Report”.
Search Engine Land (blog). http://searchengineland.com/search-social-media-increases-ctr-by-94-percent-report-66231
“How Many Sales Are You Loosing Because Your Small Business Website Isn’t Properly Designed?”. Emerge Inc. (newsletter). https://www.emergeinc.com/how-many-sales-are-you-losing-because-your-small-business-website-isnt-properly-designed/
Forten, Nicole M. “Poor Mobile Shopping Experience”. Demac Media (infographic). https://www.demacmedia.com/infographic/infographic-wednesday-poor-mobile-shopping-experience/
“How Loading Time Affects Your Bottom Line”. Kissmetrics (blog). https://blog.kissmetrics.com/loading-time/
Bustos, Linda. “The Danger of a Poor Mobile Shopping Experience”. Get Elastic (infographic). http://www.getelastic.com/the-danger-of-a-poor-mobile-shopping-experience-infographic/
Data: Your Secret Weapon for Selling Out Shows
Mark Meyerson VP/GM, Live Music | APRIL 18, 2017
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