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Improving event website customer experience is key to revenue retention
ASP ’ s MD Jon Benjamin , reveals the ways in which a better online customer experience ( CX ) will aid visitor loyalty and exhibitor retention
According to research by the Harvard Business Review , attracting a new visitor or exhibitor to your show can prove to be anywhere between five to 25 times more expensive than retaining an existing one . Adding to this , a study by Frederick Reichheld ( the inventor of the net promoter score – you have him to blame or thank !) found that increasing your customer retention rate by a mere five percent can see an uplift in profits between 25 to 95 percent .
With those compelling numbers in mind , clearly a high retention rate is the bedrock of any successful show . But how do you keep visitors engaged in your show and exhibitors coming back for more ? The answer is to improve your CX .
Why ? Because good CX will encourage your audience to trust and remain loyal to your show . Although the showfloor is the pinnacle of an event experience , the key to a show greatly improving their CX throughout the year is the show ’ s year-round shop window – the event website . Improving event website customer experience is key to revenue retention .
Here are five ways to improve CX Create compelling content Allow your audience to personalise their experience of your show online . You can then use their preferences to create compelling content both on and off the show floor .
Improve your tech stack Make sure you only integrate with trusted event tech specialists who won ’ t slow your website down or even make it break .
Intuitive navigation Make sure your audience can find what they are looking for . You can do this by : creating short drop-down menus , using accurate navigation titles , including a search feature that works and make sure you implement accessibility tools on your website .
Make it speedy How do you make your website go whippet quick ? Compress and optimise your images , reduce your redirects , cache your web pages & enable browser caching , minify your JavaScript , HTML and CSS and get rid of unnecessary plugins .
And finally … Be open to feedback . Allowing feedback on your event website and acting quickly on it is at the heart of good customer experience of your brand . The net result of this positive customer experience ? Loyalty . And loyalty leads to revenue retention .
Keen to know more about CX ? Get in touch with ASP today . www . asp . events
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