Website optimisation is directly correlated to the importance of communicating impactful online content, but also considered as a significant challenge to factor in when designing and launching it. Creating immersive experiences through attracting and activating audiences is the most sought-after goal that event professionals are eagerly after. For securing high impact, one of the necessary steps to undertake is to ensure that potential attendees can identify and access online information about your event through its dedicated website; probably the most effective channel to promote your activities.
However, it is important to keep in mind that every event website is a work in progress. Even the most successful event’s website can not be fully optimised only by implementing the latest trends and technological advancements. Here are three tips to consider for making the most out of your event’s online presence:
Search Engine Optimisation
The content of your website that can be retrieved through search engines is key to increasing traffic and visibility. Search Engine Optimisation (SEO) can make a true difference as it basically diverts traffic to your page, especially during the ‘exploring’ phase of your attendees’ journey, when they search for something that will spark their attention.
Track & measure
Tracking and ultimately measuring traffic, visibility and engagement rates is vital. Even if your website contains valuable high quality content with important details and information about your event, the impact of that content won’t reach its full potential unless you keep track of your website’s visitors. By getting a clear understanding of your audience, their needs and challenges, as well as what they find interesting in your website, can eventually build the foundations for powerful experiences.
Feedback and A/B testing
Lastly, it is hugely important to complement these processes with continuous testing and asking for detailed feedback. Adding your visitors’ behaviour data into an action plan on how to optimise the website even further, brings you a step closer towards ensuring greater engagement. Additionally, by deploying A/B testing you can add more to the user experience by comparing two webpage versions resulting to the one that you know performs better in terms of engagement.
See how MCI can help you engage and activate your audiences using the latest technology and power of social media here.