2. Track everything. Use unique URLs for each effort to determine exactly where your users are coming from.
3. Check your events pages daily. Look for mistakes and undesired changes. In addition to checking the copy, look at the HTML coding to ensure information requests are actually going through. Also, look for dead links and special features that suddenly don't work.
4. Keep Web forms simple. Requests for more information or a free show hall pass should be quick and easy to fill out. If you require too much information, the user will become frustrated and not finish.