Measuring and Driving Direct Traffic & Audience Growth


Details
This month's event will start with 1 hour of networking and happy hour with full catering, following a presentation by Andy Asaro!
Event Location: 3 N Columbus Blvd Philadelphia, PA - 4th Floor
Presentation Overview:
As referral traffic continues to decline across the digital publishing industry with Meta keeping more users on their own platforms with short-form video, emulating TikTok; with fewer blue links on Google Search results pages in favor of answering users via AI Mode it has become more important than ever to measure, understand, and grow “direct” audiences who visit websites without needing to rely on self-interested, third-party platforms.
That means, for example, encouraging more users to visit homepages directly, to subscribe to newsletters, and eventually to become known by registering with their email addresses, that is, redoubling focus on the bottom parts of the funnel, rather than chasing no longer easy scale at the top of it.
In order to develop audiences to become more direct, we can engage in different kinds of analysis, but in this conversation, we will focus on ways to analyze the kinds of content that users consume as they travel down the funnel and eventually start visiting sites directly rather than being referred (i.e., user pathing).

Sponsors
Measuring and Driving Direct Traffic & Audience Growth