Insight
Making first conference impressions count
JON BENJAMIN , CEO OF CONFERENCE WEBSITE SPECIALISTS ASP , TELLS CMW WHY ONLINE USER EXPERIENCE ( UX ) IS ESSENTIAL TO EVERY CONFERENCE STRATEGY
C onferences across the globe always have one thing in common ; the preferences of their customers and members are always the primary driving force behind how a conference evolves .
At ASP , our research on user experience ( UX ) in websites found that when a potential conference attendee clicks onto a website , they will make up their mind on whether they like that conference or not in 2.6 seconds .
That is the same time it takes for a Formula 1 car to reach 60mph . Clearly first impressions count .
Potential attendees to your conference demand an easy , efficient , and fast user experience of your conference website . Therefore , good UX is a key cornerstone to building a positive and lasting relationship with your audience .
So , how can UX help your conference succeed ? First of all , it is important to remember that search engines love great UX design . No matter the size of your show or audience , UX design will directly affect your SEO rankings through user engagement metrics .
Your website ’ s SEO can be helped by good UX that improves page speed , mobile-responsiveness , URL structures , page layout and keywords and shorter drop-down menus .
While UX helps with SEO , it also can lead to far greater conversion rates . Studies have found that in some cases , UX has improved conversion rates by 400 %. That ’ s not a typo and that ’ s not all . Websites with good UX see a major increase in customer satisfaction , loyalty to your show and trust in your brand . Clunky websites with long navigation pretty much do the opposite – remember that 2.6 seconds you have ?
Speaking of time , if you can capture your potential conference attendee ’ s attention , longer dwell time on your website through better UX will increase your revenue . A good user experience will increase the amount of dwell time a
Right : Jon Benjamin
“ Good UX is a key cornerstone to building a positive and lasting relationship with your audience ”
visitor spends on your website . Intuitive design will in turn help your target audience to easily find what they are looking for , while a well-developed conference website will enable visitors to choose their preferences so they can interact with a conference in a way that suits them . The net sum of this is heightened brand loyalty to your conference .
In an often highly competitive conference market , loyalty and trust in your offering is vital . UX design can play a pivotal role in ensuring your website leaves a positive lasting impression on your potential attendees . Intuitive layout and clear information are vital to UX on a homepage . While bugs , mislabelled links and an incorrect tone of voice in your content will all negatively impact building trust and loyalty in your show online .
Never forget that your conference website is your year-round shop window so make sure your website ’ s UX leaves your attendees coming back for more ! n
n Keen to know more about how to make a good conference website great ? Get in touch with ASP at : hello @ asp . events
ISSUE 128 / CONFERENCE & MEETINGS WORLD / 17