Remember how I said that a website is one of the best investments you can make? It should be at the very core of your marketing campaign. Every brochure, postcard, and pamphlet should point straight to your website. I’ve already stated many of the benefits in a previous blog entry, but here’s one that’s not so obvious (yet it’s perhaps the most powerful): website analytics.
So, what are website analytics? It’s special software that tracks how users interact with your website. It will tell you when people visit your site, where they’re from, how they got there, and what specific information they looked at before they bought a ticket. The insight that this tool give you is incredible, as it allows you pinpoint exactly what’s working and what isn’t working with your marketing campaign.
Imagine that you send an email to 20,000 theater goers about your play. With website analytics, you’ll see exactly how many of those 20,000 actually visited the website, and you’ll see how many of them bought tickets. Even better, you can track what they looked at right before they clicked on the “ticket” page. So if a lot of people are looking at photos before they buy tickets, then it’s pretty safe to say that the photos are what’s selling the show.
So how do you get website analytics? Here’s the best part: it’s free. Google offers a service called Google Analytics absolutely free of charge. And here’s the even better part: it’s effortless to install (provided you have a basic understanding of HTML). You add a few lines of tracking code to the <head> section of your website and it’s up and running. That’s it.
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