Get more sales with your event marketing campaigns

Posted on: October 26, 2018
Lee Jackson

Let’s talk about how to get more conversions about your event. So that’s more people exhibiting at your event, that’s more people sponsoring your event, and of course more attendees at your event.

The problem

To do this, let’s go on a history lesson and jump back into the time machine to 2007 when the iPhone was launched. Now, it’s ridiculous to think that was only 11 years ago, but I’m almost certain you have a smartphone in your pocket, or at least very close to you.

Research says that nowadays around 8 out of 10 people are consuming their emails via a smartphone. That’s a staggering statistic, and a massive change over the last 11 years.

This creates a pretty big problem for all of us.

How can we ensure that our emails look good inside of a smartphone? How do we ensure they allow people to do what we want them to, and how can we make sure that our websites also allow people to do what they need to on the device that they have chosen to use? 11 years ago we had desktops, it was easy. Nowadays we have multiple different sizes of devices.

Let’s unpack four things that you can be doing right now to help you get more conversions on all of those different devices.

1. Look at the data

Number one, look at the data. Have a look at your Google Analytics. What devices are being used the most to access your website? In particular, you may want to be looking at that registration page. What devices are being used? That would give you the size and the type of device. For example, is it mainly iPhones or have you got a lot of iPads displaying your site? Have a look at the data so you can understand where you need to be focussing your efforts.

2. Review the content

Number two would be to look at the content of your email and test it on a phone and on a tablet. Is it easy for people to be able to respond to the calls to action, access the materials, as well as press a button to register or do the relevant action that you want them to? For example, you could be making sure, especially for a mobile phone, that there is a register button right at the top and easy access for the reader to tap and go to the necessary page.

3. Responsive pages

Number three would be looking at the responsive code on your website. It is all well and good just stacking content on top of each other, but that’s not necessarily the best idea. We need to be testing and making decisions as to what happens when we get to specific sizes of devices. So if you’ve got three or four paragraphs on a desktop with a register button at the bottom of that page, if that was to squeeze down into a mobile the reader wouldn’t see that register button until further down, and that’s quite a lot of swiping on the phone before viewing a call to action.

You want to be testing and looking at the content that you have on your website and making sure that on different devices you are allowing people to do what you need them to do in a faster and more succinct way. Get rid of images that you don’t need, get rid of paragraphs that you don’t need so that you can give people a clean experience and fast access to those calls to action.

4. A/B testing

Finally, number four. You can be AB testing. We don’t get things right first time, every time. Go ahead and AB test your email campaigns, see what works better, and then start to apply those to future emails. You can also use Google Analytics to do the same with your website. You can AB test specific landing pages and see what works best, what converts the best, and then start to use that moving forward. We always recommend looking at your data, seeing what’s working now, apply that best practice, and then test new ideas.


Let’s have a chat in the comments below. What is working for you with your device strategies? Any questions?

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Lee Jackson

Lee Jackson

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