7 tips to making an event landing page that will convert far better
Event landing pages are a great way to earn leads for your brand, get sign-ups for your mailing list, and even promote sponsors for the event. But if you don’t do it correctly, it can also be a complete waste of time, resulting in zero engagement from users.
That engagement is what will turn into referrals and of course, viewers are your hybrid event. So how do you make an effective Landing page and what are 7 tips that you can do, to make your event landing page convert much better.?
Table of Contents
Add a video to your landing page for increased engagement
Adding a short and entertaining video to your event landing page is going to provide your guests with a quick overview of what your event is all about. It’ll also make them more excited to learn more and see you there!
A great way to get some interesting ideas is to look at what other event pages have done to market their events and replace the way they get the key points across
- Why is it a good idea for you to attend the event
- Who is going to be at the event, not just speakers but also other guests that I have a chance to network with?
- What is in it for me? more than why should I attend but what will I, as a guest gets from this event, this is the real value proposition of your event. Great education, interesting networking opportunities, or just leads for me as an exhibitor that I can sell my product with.
- When is the event, this one of course is pretty self-explanatory, but if you have catchup the when becomes days and weeks, not just the event timeline.
- How am I going to attend the event and how will that work with my current technological skill levels.
Create multiple CTAs that are specific to the type of event you're promoting
Calls to action are key to getting people to sign up to your event, but what is a call to action? Essentially, they are the things that you want your users to do. Landing page calls to action can be controversial as well. Landing page CTAs should lead them towards a goal or objective, not just inform them about what they’ll get from clicking on it. Landing pages with too many or confusing CTAs will result in low conversions.
Landing page CTA’s should be clear and concise, people want to click on what they’re interested in. It’s a marketing tactic that just doesn’t work well because you’ve failed to communicate effectively. The main landing page CTA for most events is usually going to be an opt-in or purchase option.
The most simple CTA is ” sign up now”, but there is no real incentive it’s more a statement. So ” Sign up now and win” is a little better but it’s still vague in why. “Sign up now and win more leads for your business tomorrow”, Ok this is a good CTA but still I think we can do better. “Signup today to win more leads and be the most successful you tomorrow!”
That is a great call to action, that has the action, the what is in it for me, and of course why I should do it now.
Include testimonials from people who have attended your events in the past
People will be more inclined to purchase tickets if they have seen the value in your past events. If you want to drive ticket sales, you should include a testimonial from someone who has attended one of your events in the past about their experience at the event and how it changed their lives.
The number one thing that keeps people from buying anything online is uncertainty and doubt. If you provide a testimonial, you significantly reduce the odds that someone will pass up on your offer.
Take a look at Amazon’s entire e-commerce business strategy, it’s completely built off reviews from anonymous customers and insights into what they have also purchased. This shows not only that your event is going to be good, but it also shows that others are seeing the same event and wanting to attend as well.
If you have yet to sell an event, include a testimonial from someone who has done so in the past with one of your events and how it impacted their business. You can also ask if they would mind being interviewed for sales promo material.
Use social proof like logos and badges to show off sponsorships or affiliations
People love talking about buzz. Buzz is created when there are a lot of people doing something, and this will make your audience curious to find out what’s going on. Social proof works in the same way as testimonials and reviews do – when someone sees that other folks have said good things about you (or heard from their friends that you’re awesome), they’re more likely to trust your brand or product.
The best way to get social proof on a landing page is by using logos and badges – symbols of another company’s sponsorship or affiliation with yours. If a visitor sees that you have a ton of affiliates, sponsors, or other companies like yours listed as affiliates on your landing page, they’ll know you must be worth checking out.
A great way to integrate social proof is by using an affiliate program or sponsorship badges. These let people know that other companies are working with yours, and tell them that you’re a company that’s making it happen! It also says a lot about how successful and popular your brand is.
It also lets you as event leverage the value and reputation in the logo for yourself. If you have a logo from a multinational company on your site, and you are stating that they are part of the event or have attended the event, then people will see that as a huge indicator of the quality of your offering.
Make sure you have an easy way for people to RSVP, whether it's through email or social media
Include an informative and detailed description of your event in the body of the landing page. Your audience needs to be given adequate details about the products you are offering so it will build their motivation to purchase from you. You can also include testimonials on your landing page from happy customers who have attended previous events of yours as well as links to other blogs and websites that have done a review of your company’s services.
This can also be leveraged to drive more referrals to your event so you could look to include some sort of offer or giveaway that will encourage some attendees to promote your event to their network. There are some software applications such as Upviral or Gleam that you can integrate into a service that will let you push registrations of your event, into their services and you can then send follow-up viral email campaigns to them.
As long as you have a great offer to give your customers for doing so, you can get them to share your event on social media, email, and many many places, that will, of course, drive more customers to your event and on and on.
Create urgency by setting deadlines for when tickets will go on sale/when registration opens
This is a very effective way to get people to commit to doing something as soon as you want them to, especially when you have limited time to promote your event.
It also works really well if you can create pre-registration pages, where people start putting their details in before registration has officially opened and write messages like “We are accepting 500 names ahead of time.” or we have a set of lower-cost or limited availability tickets if you sign up now.
If you can not only include urgency in the event page but also exclusivity or limited availability then you will get a far more excited and fast reaction to your signups.
Show the guests who they are going to be seeing at the event
Showing on the landing page who your guest speakers are, will help a potential attendee decide if the event is something they want to be a part of.
If you hide your speaker lists behind a signup form then you’re instantly going to be losing signups, because you’re hiding key deciding information from them.
It will also help you greatly as you can, similar to testimonials and sponsors, leverage the quality and notoriety of the speaker to better enhance the perceived quality of your event.
So what does all this mean? Well, as long as you always focus on the what, when, how, and why in your landing page or event registration form – don’t forget to include a call-to-action at the end of your copy for added urgency! You should also think about adding social proof like testimonials from other brands who have attended past events.
And if you’re planning a hybrid event that has both digital content and live speakers/exhibits/etc., be sure to let us know because we are experts in helping create successful events with just these types of elements.
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