Get Simplicated is a web log by Simplicate Interactive about finding simple and elegant solutions to interesting web development and interactive marketing challenges.

Refined Art of Marketing web site leads to higher conversion rates, lower production costs and reduced labour

Steve Comrie | Sep 30

For the last several months I have continued to have the good pleasure to work with the Art of Productions team on the web site development and assisting with the web marketing strategies for their Art of Marketing conference web sites.

 

This latest incarnation of the Art of Marketing site is now the third version that I have worked with the Art of Productions team on, and so far it's turned out to be our best yet.

 

Here are a couple of the things that this version focused on and built on from previous versions:

 

• E-Ticketing & On-Site Bar Code Scanning Software

  By far, the most important addition to this newest version of the Art of Marketing site was the complete E-Ticket / Printable PDF ticket delivery system coupled with on-site bar code scanning software and hardware that let the Art of Productions team save tons of money on ticket printing, mailing and the associated manual labour time and cost to stuff and address envelopes.
   
  

• Improving Non-Technical Content Management Tools
  Improved, easy to use content management tools that allow for quick and intuitive administration of speakers bios, testimonial & quotes, FAQs, sponsor logos and past event details. This was all accomplished while maintaining a highly polished design and custom layouts for most pages. No programming experience was required on the part of the Art of Productions team as they made periodic tweaks.
  
  

• Providing More In-depth Speaker Content
  Improved layouts for the each speaker bio, pulling in more information and video samples of each speaker. This information had a tangible benefit of providing site visitors with a better way to get to know the speakers and get excited about attending. The new speaker bio pages lead to a higher conversion rate than previous versions of the page.
  
  

• Building on Past Success
  A new “Past Events” section of the site aimed at providing links to both traditional media and blogosphere reviews of the previous events, coupled with the video Q&A sessions with past speakers courtesy of The Biz Media.
  
  

• Drawing Attention to High-Converting Pages
  The inclusion of a single past attendee testimonial was added to the bottom of every page and let a visitor click through to browse additional attendee testimonials. This page always existed on previous versions of the site, but navigation to get to it was not as prominent, with the increase in traffic flow towards the page, it turned into one of the highest converting pages on the site.
  
  

• Improving Conversion Rates
  Since the first version of the Art of Marketing site, the refinements that we have collaborated on, caused our conversion rate to increase by nearly 100% between the first conference and second conference, and then another 50% increase between the second and the third. Along with some of the other changes in content mentioned above, an improved and stream-lined registration process reduced drop-out and exit rates during the purchase process.

 

So far, it looks like the web site played a large role in helping to sell out a third Art of Marketing conference in a row. Next up, Art of Management in Toronto this November. If you like, you can read more about some of our previous success with the initial version site.

 

If you would like any more information about how Simplicate Interactive can help you improve your web site for higher conversion rates and reduced costs, please contact Steve Comrie at [email protected]

 

Tagged with: Etickets  Art Of Productions  Content Management  Conference Registration  Improved Conversion Rates  

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