Pop-Up Event Evaluation Metrics

Since we started Monocle, we’ve run 100s of A/B tests and optimizations for popups. And here’s one thing we’ve learned: most platforms aren’t showing the right metrics. So, what metrics should you actually be looking at? Let’s break it down → 🖊️  Signup rates This is a common go-to metric, but it only tells part of the story. For example, imagine removing the 'x' button on your popup, forcing everyone to sign up. Your signup rate will skyrocket, but the user experience? Awful. That’s why this metric alone isn’t enough. 💵 Revenue from signed-up users A step better, but it still falls short. The winning popup will almost always be the popup with the highest signup rate since revenue changes will be overshadowed by changes in number of signed up users. 🌟 Revenue from all users Here’s the real MVP. This metric focuses on total revenue impact—not just from those who sign up, but also those who don’t. A great popup might have a 10% signup rate, but what about the 90% who don’t convert? If it’s frustrating them, you could be losing sales. Plus, this metric gives you a framework to evaluate performance with and without the popup altogether. When you look at all these metrics together, your “best” popup often changes. Want to go through some real-world examples? Check out our deep dive here → https://lnkd.in/dKqSxyPn

Want to know the secret to designing events that deliver business results? Don't start with logistics! In today's instalment of the 'Business of Events' series, I continue the focus on the first pillar of the framework that I introduced last week (see attachment page one). The reality is that any event designed to deliver business results must begin with the end in mind - understanding what success looks like.  You do this by establishing clear objectives with your stakeholders (see last weeks post for more insights), as well as associated evaluation metrics, well before beginning to think about logistics. This isn't a task for the midpoint of the planing cycle, and certainly not at the post-event wrap-up when you are tying to prove the value of what you are doing. When taking a 'Business of Events' mindset - the focus must be to 𝘥𝘦𝘮𝘰𝘯𝘴𝘵𝘳𝘢𝘵𝘦 true value, not just 𝘤𝘭𝘢𝘪𝘮 it. Once you've defined objectives, the appropriate metrics to measure their success becomes apparent.  Let me illustrate the point, using a few specific objective examples from last weeks post: Brand & Engagement Category: If an event objective is to increase the positive perception of the host organization by 15% - you need a mechanism to measure the starting point (registration form) and ending point (in-app and post event surveys).  Sales Impact Category: If an event objective is increase attended pipeline by 20% from Q2 & Q3 accounts YOY - you need a mechanism to identify what the previous years attended pipeline was, and a way to measure the value of registered/attended pipeline for this year.  This must be monitored throughout the planning process so you are able to track progress towards goal, implement strategies to ensure the right accounts register, and course correct if you are falling short of goal. In both these examples identifying the metrics is obviously not the only solution to achieving success, but they provide a roadmap to design the right event experience (pre, during, and post) to achieve the goals. When establishing evaluation metrics its important to understand there are two distinct types of metrics that are essential for a comprehensive evaluation: 1. Success Metrics: These tell you if the event met the objectives you aimed for. 2. Diagnostic Metrics: These delve into the 'why' certain aspects worked or didn't. Because of the limited space here on LinkedIn, I have attached two supporting visuals to this post:   • Page one is a refresher on the five pillars that make up the 'Business of Events' framework that I use with my clients. • Page two provides an overview of typical metrics used to evaluate the major event objective categories outlined last week. I can't stress enough the importance of aligning an event measurement strategy with clear objectives when adopting a "Business of Events' mind-set. I'm curious what event metrics have you found most impactful and when do you determine them in the planning process?

When the doors close, an event doesn’t end — post-event analytics reveal the real success story. Tracking key metrics like footfall analytics, engagement rates, and lead conversions can tell you how successful your booth was at attracting and retaining visitors. For example, footfall tracks attendance, engagement rates show interaction quality, and lead conversions highlight how many connections turned into business opportunities. Tools like visitor tracking systems, lead capture apps, and post-event surveys simplify data collection and offer valuable insights. By analyzing this data, you can refine your booth design and strategies for even greater impact. Every event is a chance to learn and improve — so dive into your metrics and let them guide you to even more successful exhibitions ahead!