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 hello@vendini.com

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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