06/06/2017

Insights from Web Data

Web analytics often provide critical insights into how your site serves your members

Your website gives members and other key stakeholders a doorway to helpful information, resources, and engagement opportunities—all while collecting valuable data about how they behave online. When used correctly, web analytics can provide critical insights into what your site visitors truly want and need from your association.

There’s one piece of data that Beth Arritt, director of marketing at the American Association of Airport Executives (AAAE), checks every day: her conversion rate for conference registration.

Last March, with less than two months to go before AAAE’s Annual Conference, registrations were running about 25 percent ahead of where they were in 2016—representing an additional $15,000 in revenue—due in large part to a new integrated-data analytics and marketing strategy.

Please click here to read the complete article from Associations Now.