Driving Concert Seekers to City Winery Venues

Chances are if you live in a major city you have at one point heard of the intimate music venue / fine wine restaurant City Winery. The multi location music venue has two main goals (ticket sales and restaurant reservations) so they built a full marketing website on the ticketing platform AudienceView.

With the ability to bypass ticket purchasing complications AudienceView served as an efficient platform, but raised issues with analytics tracking and custom website development. After our team handled setting up analytics and fine tuning development we dove into driving more organic search impressions and increasing goal conversions.

By claiming and optimizing local listings, including their multiple Google Business Places profiles, we were able to cast a wider digital footprint on a Local SEO level. Next we conducted keyword research so that we could determine which long tail and short tail keywords needed to injected into their page titles, meta descriptions, and on page copy. Finally we determined that adding strategically placed CTA buttons and icons would help with converting visitors into users who purchased tickets, made reservations, and found directions to their venues.

Getting Into the Details

Every content management system offers its own set set of challenges when it comes to custom website development. This was especially true of AudienceView, and our team needed to get creative when it came to problem solving some of the finer details.

Initially our biggest hurdle came in the form of the irregular URL structure created by the system. In conjunction with a manual sitemap upload, we found issues in submitting City Winery’s sitemap to Google Search Console. By working the the AudienceView core development team, we were able to create a streamlined sitemap submission process and include our simplified URL structure.

We also faced issues with analytics tracking as our usual process was held up by limited access to core files. With a little bit of research and some creative problem solving, our team was able to re-configure our set up and ultimately allow for cross domain e-commerce tracking.