Northstar Travel Media hosts 16 events to connect meeting planners with industry suppliers.
Promoted primarily through Email and dedicated Microsites/LPs, Google Analytics showed worrisome statistics.
70% of traffic was mobile; but, the site was unresponsive
Time-on-page was nearly 3 mins; bounce rate was >90%
Between weeks 3 and 8, 'exhibitors' was most visited page (industry leaders)
INDUSTRY
Travel & Tourism
TARGET
Meeting Planners, Sponsors
KEY METRICS
CTR
OPEN RATE
TIME-ON-SITE
BOUNCE RATE
CVR
EMAIL | Engagement
CRM was segmented based on new and repeat planners, separated from sponsors
Batch 1 content (weeks 1-3) focused on event info to qualify users
Batch 2 content (week 3-8) highlighted key (3-5) exhibitors to draw users onto the microsite
Batch 3 content (weeks 8+) highlighted the agenda for those who had begun the conversion process, and the education sessions for others
LANDING PAGE | Relevancy
The navigation was reorganized based on the most common paths users were taking in accessing our content
A clear call-to-action button was added in a prominent location, encouraging users to take action, rather than continue browsing
The copy on the homepage was edited down to event details and a series of call-outs to highlight supplementary content
As exhibitors signed up, a homepage widget showed 10 most recently added
