Winner of the Week: Do210!
San Antonio capitalized on a tried-and-true method of audience growth for an especially strong week, so let's get to the goods:
- San Antonio had their highest week of traffic in the last 3 months thanks to the ol' "win before you can buy" promotion, a reliably popular way to get people to enter to win tickets, as they can still buy tickets without worrying about if they're still in the running to win.
- True to form, the newly announced Mala Luna festival performed best in their email, whereas the Morrissey announce performed especially well on social, where $20 in boosting was enough to get 11K reach and 200+ engagements.
- This channel distinction is more important than you'd suspect. Even though Mala Luna received more traffic last week than Morrissey (14% and 12% of Do210's traffic, respectively), Morrissey converted that traffic into new registrations/subscribers at a much higher rate. 21% of sessions that landed on Morrissey resulted in new subscribers, but only 13% of sessions that landed on Mala Luna resulted in new subscribers. No surprise here, since email traffic = existing users, social traffic = higher percentage of new users.
- And in case you've too busy moping around listening to the Smiths to read product updates, we've rolled out a giveaway referral system. We've seen it convert consistently at around 5% of total entrants resulting in a new referred user, and these two giveaways outperformed that benchmark, with 113 new referred users on 1,362 entrants for an 8.3% conversion rate.
Now that giveaway referrals are going to be a big part of user acquisition, it's even more important to capitalize on their promotion, ideally by securing the aforementioned "win before you can buy" tickets and promoting both in email and on social where possible.
A quick shout out to Do317 whose full transition to daily emails helped them hit their highest week of traffic in 6+ months, and DTB riding the traffic wave of OSL aftershows to lead them to their highest traffic in 90+ weeks.
Stats and all below:
A quick shout out to Do317 whose full transition to daily emails helped them hit their highest week of traffic in 6+ months, and DTB riding the traffic wave of OSL aftershows to lead them to their highest traffic in 90+ weeks.
Stats and all below:
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