Emerging Technologies for the Enterprise 2010 is a national conference that is run by Philadelphia’s Chariot Solutions.   It attracts leading figures from the open source, agile development and software community.  The 2010 was the fifth anniversary for Philly ETE.

Goals

Sell out the conference through Internet-based registrations.

Work Performed by Philly Marketing Labs

Search Engine Optimization – research and recommendations allowed the team to tune each page on the Web site to attract targeted searchers.  Organic search grew by 30% Year over Year (2009 vs. 2010)

Conversion optimization – recommendations were made to reduce friction in the buying/registration process that a user might experience during a visit.  Bounce rates improved by 20% Year over Year
Web analytics – the site was tagged and analytics properly configured to allow for detailed analysis and review.  Final reports computed the registration contribution by channel (organic 45%, PPC 10%, Social Media/Twitter 6%, etc.)
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Pay Per Click – A targeted Google adword campaign was launched to attract registrations efficiently.   Campaign goals were met with a reduction of 78% fewer paid clicks Year over Year (2009 vs 2010)

Results

•    Conference sold out!
•    ROI was computed at 249% including cost of the Philly Marketing Labs services plus Google Adwords budget
•    Over 50% of the new, web-based registrations came from Search (Organic or PPC)