Not so long ago, you could get by with a basic event website that managed to check off all the boxes for who, what, when, where and why so long as the color scheme matched the logo.
For better or worse, the days of those “floating brochures” are done. Now, sophisticated attendees and exhibitors expect more –and given the available technology and potential for lead generation and conversions, there’s no reason not to give it to them!
Here’s where to start:
By necessity, a lot of event websites launch before full information is available. The idea is that updates will be made manually as planning progresses but we all know that as the event date nears, these good intentions have a reliable tendency to fall by the wayside. However, if your website doesn’t even offer complete or correct information, then what’s the point? Make things easier on yourself by connecting your user interface to your event schedule and exhibitor databases so that any changes made on the back end updates dynamically on the front end as well.
Valuable data about your users is out there. Don’t miss out on your best opportunity to capture it! Whether you use a free tool like Google Analytics or a more sophisticated platform that will provide a deeper level of information, any good event website today has to have a mechanism to track visitors, know where they’re coming from, what they’re clicking on and whether they’re converting. This data is especially valuable for optimizing the content and structure on your site but it also has important implications for decision-making of the event itself.
– See more at: TSNN