Veterinary Emergency and Critical Care Society

🔹 Association Type : Professional Association
🔹 About the Organization: VECCS is a professional society dedicated to inspiring excellence in veterinary emergency and critical care. Their signature event, IVECCS, is a top-tier global symposium that attracts thousands of practitioners each year.

Challenge

Like many associations, VECCS offers a wide array of programs, benefits, and initiatives, most of which are housed on their website. Board and committee members often commented that they feared key content was “buried,” and the team knew that not everything could live on the homepage.

While VECCS’s email communications performed well with strong open rates, they weren’t always enough to drive consistent action, particularly for lower-engagement opportunities like scholarships or volunteer roles. VECCS was looking for another way to better guide users in real time, right at the moment of interest.

Solution

VECCS implemented PropFuel Website Engagement on both their main site (VECCS.org) and their conference site (IVECCS.org). The pop-ups were configured to:

• Prompt visitors upon landing with a simple, one-click navigation menu.
• Reroute users immediately to key pages (e.g., registration, scheduling, volunteer, scholarship).
• Be easily reconfigurable to spotlight new offerings or key campaigns.
• Track and measure engagement and clickthrough by user intent.

IVECCS.org Event Registration Pop-Up:

• Prompt: “What brings you to iveccs.org today?”
• Visitors were directed to appropriate landing pages like the schedule or registration form, depending on their answer.
• implemented basic conversion tracking was implemented to connect clicks from the pop-up directly to outcomes, such as completed registrations

VECCS.org Pop-Up:

• Prompt: “What can I help you find today?”
• Based on responses, visitors were routed to appropriate landing pages with more information, such as their annual meeting, educational courses, membership information, and more. 
• Targeted follow-ups appeared on those destination pages, offering:
  
  • “Didn’t find what you needed? Email membership@veccs.org” with contextual subject pre‑fill
    ‍

Results & Metrics

IVECCS (Conference Site)

• 18,256 widget check-ins‍
• 27 % engagement rate, vastly exceeding the typical 2–3% average
• 449 registrations captured via widget (≈ 10 % of the ~4,600 total conference registrations)
• $315,300 generated in revenue from registrations directly from PropFuel Website Engagement

VECCS (Association Site)

• 6,663 widget check-ins
• 10 % engagement rate, double typical campaign engagement
• By surfacing volunteer and scholarship links, even low-traffic actions became trackable
  
  

Key Takeaways:

✅ 9×–13× higher engagement than industry averages

✅ 1 in 10 registrants for IVECCS came directly from the widget

✅ Ability to spotlight buried content and test new navigation priorities

‍The Bigger Picture

By utilizing PropFuel Website Engagement, VECCS solved navigation overwhelm on both their association and conference websites.  In just a few clicks, they turned a cluttered user experience into a clear, personalized path for every visitor. And the numbers speak for themselves: thousands of check-ins, industry-beating engagement rates, and hundreds of completed registrations directly from website engagement.

But beyond the metrics, it gave VECCS something even more valuable - clarity. No more guessing what members wanted or wondering if that email got lost. Now, they can see exactly what’s resonating and where to focus next.

Key insights for other associations:

• Immediate, user-directed pop-ups replace endless menu navigation.
• You can spotlight buried content (e.g. scholarship, volunteer pages) and validate interest through clicks.
• Conversion tracking across tools enables clear attribution—even for low-commitment actions.

What's Next? 

Thinking about how to better guide your members or drive action on your site? This might just be your next move. Learn more about PropFuel Website Engagement and how it can work for your association here.