Total programme sales
Web design & development
PILC & SEITE 2026: 46 sales and a full group
Two audience-specific offers, a rebuilt bilingual platform, paid acquisition, newsletters and measurement supported 46 total sales before enrolment closed with the group bus full.
Results
The project at a glance.
The 46 sales are the total programme outcome across channels, not a Meta-only attribution. The 120 tracked website registrations remain a separate acquisition metric. Enrolment closed after the group bus filled, with additional demand not counted as sales.
Tracked website registrations
Group bus capacity
01 / Challenge
Two audiences needed two honest products
The Ukrainian route is a complete €1,100 internship, conference and travel package with 180 hours / 6 ECTS. The international route begins at €300 and excludes the Ukrainian group logistics. We structured them as different decisions rather than mirror-translating one landing page.
02 / Approach
A public platform and an operational source of truth
We migrated years of WordPress content into a fast static system with 52 bilingual pages, 808 media files and 31 legacy redirects. Programme, speakers, committee, archive, logistics and registration now share a controlled factual structure that can be updated throughout the launch.
03 / Result
Acquisition continued beyond the first form
Meta campaigns generated 120 tracked website registrations, while newsletters and direct follow-up supported a longer, logistics-heavy decision. Across the complete channel mix the programme recorded 46 sales and then closed enrolment because the group bus was full; further interested people remained beyond available capacity.
The complete engagement
The project connected the event offer, platform, acquisition and enrolment.
PILC & SEITE 2026 was a fixed-date international programme with dense academic content, travel logistics and several ways to participate. The work went beyond a conference website: we separated the commercial offers, rebuilt the platform, connected advertising and attribution, supported demand with newsletters, read real user behaviour and carried the enrolment cycle through to full group capacity.
Delivered across the launch cycle
- 01Offer architecture
- 02UX and content
- 03Static-site migration
- 04Paid acquisition
- 05Analytics and CAPI
- 06Email newsletters
Commercial architecture
One event needed two products, not one translated landing page.
The Ukrainian and international audiences were making different decisions. We treated language as part of the product model: each route carries its own price, inclusions and conversion argument instead of mirroring the same offer word for word.
01UA
Ukraine · complete programme
Internship, conference and group logistics
For Ukrainian academics who need a professional outcome and a managed trip, not conference access alone.What the route must make clear
- 180 hours / 6 ECTS and an international certificate
- Conference, training, translation and publication route
- Travel, accommodation, meals and group support
02INT
International · conference participation
Conference access without the Ukrainian travel package
For international participants who arrange their own travel and do not buy the Ukrainian credit-bearing internship product.What the route must make clear
- Conference and panel participation
- Certificate, lunches and publication opportunity
- Invitation and document preparation where required
Platform rebuild
A WordPress archive became a fast, controlled source of truth.
The source contained years of programmes, publication pages and media. We migrated it into a dependency-free static system while preserving the archive, bilingual relationships and search continuity. Current-year programme data lives separately from the page templates, so speakers, committee members and schedules can be updated without rebuilding the information architecture.
- 52
- pages in the bilingual content system
- 808
- media files carried into the new platform
- 31
- legacy 301 redirects with no redirect loops
- 2
- deliberately different language routes
Public decision layer
Home, programme, speakers, committee, pricing, logistics and registration answer the questions that determine participation.
Academic proof layer
The 2021–2025 archive, proceedings, DOI route and Springer submission pathway establish continuity without overpromising acceptance or indexing.
Operational layer
A short advertising form and a separate noindex participant questionnaire serve different stages and do not contaminate the same conversion signal.
Delivery layer
A data-driven build, per-file cache busting and automated deployment let the team publish schedule and speaker changes quickly.
Programme as a content system
The website, programme PDF and on-site decks share one factual structure.
The conference programme was not reduced to a generic agenda block. It carries two conference days, later internship modules, speaker profiles, verified links and an organizing committee. The same hierarchy informed the PDF and the presentation decks prepared for event delivery.
- 23
- published speakers
- 13
- committee members
- 9
- programme days
- 7
- SEITE subject directions
01
02
03
04
Acquisition and attribution
Every advertising registration carried enough context to be traced.
The short form captures campaign parameters and sends the lead to email and Telegram. Meta Pixel and server-side Conversions API share one event ID for deduplication. GA4 and Clarity load after consent, while the detailed participant questionnaire stays outside advertising conversion events.
- 01
Acquire
Meta advertising brings the audience to a market-specific offer with UTM and click identifiers intact.
- 02
Register
The short form records contact details, source data and consent without forcing the full participant questionnaire too early.
- 03
Nurture
The server sends the enquiry to email and Telegram, while newsletters give warm audiences another route back to the offer.
- 04
Measure
Browser and server events use the same ID; the thank-you route provides a clean confirmation point.
SEITE 2026 · Meta Ads
120 tracked registrations, reported as registrations.
Two lead campaigns produced measurable website actions. We keep that result separate from paid participation: a completed form proves acquisition and tracking, not revenue.
120
tracked website registrations across two campaigns
Main campaign
Registrations111
Cost€9.13
Reach149,747
V2 campaign
Registrations9
Cost€17.24
Reach50,794
Meta Ads Manager, 1 February–26 August 2026. Cost is shown per tracked registration. Reach figures are not added together because the audiences may overlap. A registration is not presented as a paid enrolment.
Commercial outcome
The programme reached capacity: 46 sales, with further demand still present.
Across paid acquisition, newsletters and direct follow-up, the programme recorded 46 sales. Enrolment was then closed because the group bus was full, while additional interested people could no longer be accommodated. The number is presented as a total programme outcome, not as direct attribution to Meta alone.
- 46
- total programme salesThe confirmed commercial total across the complete acquisition and enrolment system.
- FULL
- group transport capacityEnrolment closed because every available place on the group bus had been allocated.
- >46
- demonstrated demandAdditional interested people remained after the capacity limit was reached; they are not counted as sales.
How the channels worked together
Paid media created a measurable top of funnel
Meta supplied tracked website registrations and source data. Those registrations are evidence of acquisition, not a substitute for the final sales number.
Newsletters returned warm audiences to the decision
Email campaigns supported the longer consideration cycle with programme information, proof and timely reasons to come back.
Human follow-up completed a complex purchase
The final decision involved academic value, documents, travel and payment. Direct communication remained an essential part of converting demand into a confirmed place.
Reporting boundaries
Registration is not a sale
The 120 tracked web actions and the 46 sales remain separate numbers.
Sales are cross-channel
The total reflects advertising, newsletters, direct traffic and follow-up; it is not assigned to one platform without evidence.
Capacity capped the result
Sales stopped because the transport group was full, not because demand had disappeared.
Behaviour-led optimization
Session evidence changed the live experience.
Clarity exposed problems that a static design review had missed. The team used observed behaviour to prioritize practical fixes instead of adding more decorative content.
CTA returned to the first mobile screen
The image had pushed the heading and actions below the fold. After a 20–30% scroll-depth drop appeared in recordings, mobile order was changed so the decision content comes first.
Dead-click areas became honest
Elements that looked interactive but did nothing were removed or given a real action.
A blocking lightbox defect was removed
A regression that opened the image overlay on page load was fixed and then protected by an automated test.
Release confidence
The migration shipped with its own verification layer.
A lightweight test suite checks generated pages, bilingual links, forms, metadata, redirects, tracking and secret hygiene. It makes content-heavy updates safer without introducing a framework or a large dependency tree.
- 895
- automated checks passing
- 2,610
- internal links and assets verified
- 2.6 MB → 347 KB
- hero image reduction
- 0
- redirect loops and current test failures
What the case proves
Traffic became useful only when the whole participant journey became measurable.
The visible output is an international event platform. The deeper result is a connected operating system: two honest products, a fast bilingual source of truth, clean conversion signals, newsletters, behaviour-led iteration and an enrolment journey that reached its real capacity. That is the level of work hidden behind the page count.
Selected details
The work in context.
Selected moments from the process, the working system and the final delivery.
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