John Monk (ASP) on How Event Organisers Turn a Static Website Into a Year-Round Conversion Engine

What can event organisers do to stop visitors leaving their website without converting? ASP's Head of Performance John Monk joins ReelFlow to explain why event websites usually go quiet the moment the show ends, and what to do instead: categorising content the way an e-commerce site does, segmenting homepage visitors by intent, and tracking conversion rate rather than raw traffic. John and Chris also get into how ChatGPT and Google actually decide what to cite (and when they hallucinate instead), why authentic human video is becoming more valuable as generic AI-written content floods the web, and a real case study of bounce rate dropping and time on site rising after adding interactive video to an event website. 0:00 Why we're talking about event websites today 2:00 Meet John Monk, Head of Performance at ASP 3:59 Trust between B2B buyers and vendors is at an all-time low 4:55 The "digital brochure" problem: why event sites go dormant after the show 9:20 Serving every audience: visitors, sponsors, exhibitors, speakers 12:04 Categorise your content like an e-commerce site, it helps people and AI 13:35 Using video to segment homepage visitors by intent 15:05 SEO, AEO, GEO: cutting through the acronyms 16:11 How ChatGPT decides what to cite, and how it hallucinates when it can't 19:43 Mapping real buyer questions to video content at ReelFlow 21:54 Why "AI slop" makes authentic human video more valuable, not less 24:36 Case study: bounce rate down, time on site up after installing ReelFlow 26:09 Conversion rate over raw traffic: the one metric that matters 29:15 Earning the traffic: turning past sessions into content ChatGPT can find 30:26 Conversion is a lagging indicator of a good 12-month buyer experience