Elevating Event Engagement

How do you create a user experience that drives event attendance? Gartner set out to reimagine their conference sites, putting a newly developed UX strategy to the test through a 6-week proof of concept. Would this strategy prove to be viable?

Gartner Events, a leading IT conference provider, faced a significant challenge: how to boost attendee engagement and increase registrations. Their existing event websites were not effectively driving user interaction or conversions. Gartner tasked our team with developing a user-focused test site to A/B test new interface features, including responsive design, improved navigation, and an optimized agenda layout. Our objective was clear: create a more compelling online experience that would captivate prospects, highlight the unique value of attending Gartner events, and ultimately drive registrations and attendance. The results were remarkable, delivering a 355% increase in unique visitor conversions and other triple-digit improvements across key metrics in just six weeks.

UX Challenges and Solutions

Gartner’s original event websites presented several challenges. The site was difficult to navigate, had dense content, and lacked mobile responsiveness, making it hard for users to access important event information. Key UX issues included a lack of clear navigation, ineffective showcasing of unique features, and an uninspired design that failed to engage users.

To address these challenges, we focused on creating a streamlined and intuitive user journey. We distilled content to its essentials, highlighting signature features like Gartner’s proprietary research and expert speakers. A mobile-first design approach ensured that users could easily access information across all devices. The agenda and speaker sections were restructured to be more compelling, helping users quickly determine if the event met their needs. We also integrated strategic calls to action and implemented analytics to measure impact, resulting in enhanced engagement and a significant boost in lead generation.

The original Gartner event site had multiple inflection points within the navigation that were underutilized. By analyzing user behavior, we identified the most visited and highest engagement areas, such as the agenda and speakers pages. We then optimized these inflection points by enhancing design, improving content quality, and making the navigation more intuitive. This restructuring guided users to the most engaging and relevant content.

One of the critical challenges was the underperformance of the agenda page. Although 20% of total site traffic was directed to the agenda, only 6-10% of users actually engaged with the detailed content. We completely overhauled the agenda page, presenting tracks immediately, providing clear options to view the full agenda, and offering downloadable content. These changes led to a 360% increase in traffic to the agenda page, making it one of the most engaged sections of the site.

Result? 360% increase in traffic to the Agenda page.

The original site struggled with mobile usability and cluttered content. We implemented a mobile-first design strategy, reorganized content to focus on clarity, and eliminated unnecessary modals and pop-ups. This approach not only improved the user experience across all devices but also contributed to the overall 355% increase in unique visitor conversions.

Quantitative and Qualitative Analysis

To ensure the viability of the new UX strategy, we conducted an A/B test over a 6-week period, directing 3,701 unique visitors to either the original or the new layout. We utilized Google Tag Manager, Google Analytics, Optimizely, and heat/click maps to gather both quantitative and qualitative data. The A/B testing results were conclusive, showing a significant improvement in user engagement and conversion rates with the new design. The data collected provided clear evidence that the new UX design was not only more engaging but also more effective in driving registrations and attendance.

Heat Maps

Site Scrolling

Test Site

Conclusion

The proof of concept for Gartner’s event websites was highly successful, validating our UX strategy and providing the necessary insights to implement these changes across all Gartner events. The project not only captured and maintained visitor attention but also significantly boosted engagement and conversions. The data-driven approach allowed us to fine-tune the user experience, resulting in a 355% increase in unique visitor conversions, a 28% boost in navigation clicks, and a 360% surge in traffic to the agenda page. This success has set the stage for continued enhancements and long-term improvements in Gartner’s event engagement strategies.