Case Study: Value+Relevance Research Framework and Conversion Copy for HIMSS15

Context

HIMSS (Healthcare Information and Management Systems Society) is a global advisor, thought leader and member-based society committed to reforming the global health ecosystem through the power of information and technology. Headquartered in Chicago, It has served the global health community for over 60 years, with focused operations across North America, Europe, the United Kingdom, the Middle East and Asia-Pacific.

HIMSS hosts an annual flagship conference for the international health community. For the HIMSS15 conference, they contacted Chris Ribaudo to help develop strategy and conversion copy for their website's event registration landing pages.

Problem The global conference faced challenges in converting website viewers into attendees due to the diverse nature of their target audience and the need to communicate the event's value effectively. To overcome these challenges, the organizers recognized the importance of understanding their potential attendees on a deeper level and delivering personalized messaging that addressed their unique needs and motivations.

Solution Value+Relevance Framework Audience Understanding

Ribaudo conducted over 20 customer insight interviews with target customers and customer subject matter experts (SME). The conference organizers conducted extensive research to gain insights into their target audience. They analyzed demographic data, industry trends, and past attendee feedback to identify common pain points, motivations, and preferences. This research formed the foundation for creating detailed customer personas that delivered custom value and relevance to diverse segments of the target audience.

Creation of Customer Personas Using the research findings, the conference organizers developed customer personas that captured the characteristics, goals, challenges, and aspirations of the various audience segments. These personas helped the team empathize with potential attendees and understand their specific needs, enabling them to create personalized messaging that would resonate with each persona. Personalized Copywriting on Sign-up Landing Pages With

the customer personas in hand, the copywriting team crafted unique landing page copy tailored to each persona's interests, pain points, and aspirations. They used persuasive language, compelling storytelling, and a clear value proposition to communicate the benefits and reasons for attending the conference. Clear Call-to-Action and Benefits Highlighting To increase engagement and conversions, the sign-up landing pages emphasized the conference's key benefits and included a clear call-to-action (CTA) that encouraged visitors to register. The CTAs were personalized to align with each persona's goals, such as "Unlock your industry potential" or "Connect with like-minded innovators." Results Increased Sign-up Conversions by 20% HIMSS14 had 35K in attendance. HIMSS14 had over 42K attendees.The personalized copy and clear CTAs significantly improved sign-up conversions. Potential attendees felt compelled to take action due to the persuasive messaging that addressed their specific needs and motivations. The tailored approach demonstrated that the conference organizers understood their audience and could deliver value that aligned with their goals.

Improved Customer Engagement The personalized approach to copywriting and messaging resonated strongly with the target audience. Visitors to the sign-up landing pages spent more time exploring the content, indicating higher engagement and interest. The tailored copy spoke directly to the pain points, aspirations, and goals of each persona, creating a sense of relevance and connection. Enhanced Attendee Experience By personalizing the messaging and aligning it with each persona's interests, the conference organizers created a more personalized and relevant attendee experience. This, in turn, increased the likelihood of attendees deriving value from the conference and becoming advocates for future events.

Take Away Through diligent research, customer persona development, and personalized copywriting on sign-up landing pages, the global conference successfully enhanced customer engagement and increased sign-up conversions. The tailored approach allowed the organizers to connect with potential attendees on a deeper level, address their specific needs, and communicate the unique value the conference offered. By understanding their audience and delivering personalized messaging, the conference organizers demonstrated their commitment to creating a compelling and meaningful experience, resulting in improved attendee acquisition and overall success for the event.