If your next event is to succeed, you need people to show up. Here's how an event landing page can convert your target audience into attendees.
Planning a big multi-day event is no small feat.
Even if you’re putting together a simple trade show display, plenty of effort goes into the logistics of bringing it all together.
Regardless of scale or the specific endeavor, the most vital ingredient to the success of your event is attendees.
To achieve maximum attendance numbers you’ll need to utilize one of the most vital elements in marketing your event:
An event landing page.
If you’ve never created an event landing page, there’s an excellent chance that you have at least utilized one in the past.
Have you RSVP’d to attend an industry trade show?
Registered to visit a multi-day conference?
Or signed up to see leaders speak at a luncheon or banquet?
If you answered yes, then you probably committed through an event landing page.
The concept is simple.
Similar to lead generation pages, an event landing page serves a singular purpose - to promote a call to action. Everything about the page is set up to push the visitor to perform one task.
In the case of the lead page, it aims to acquire a piece of contact info, such as an email.
For the event landing page, its purpose is to convert the page visitor into an event attendee.
Your primary goal when designing an event landing page is providing enough compelling content that the viewer will want to fill out a form and make a commitment to attend.
Before you design your event landing page, understand who your audience is and the best channels available to reach them. Knowing whom you need to appeal to beforehand will help you create a highly dynamic page tailored specifically to those you want to reach. This will lead to higher registrations.
Event landing pages fall into two categories: Host and Exhibitor.
Each one serves a unique purpose in appealing to potential attendees. For the host page, it's about convincing various groups and individuals to attend a large scale event.
With the exhibitor page, it aims to promote direct engagement from an attendee at that event.
Let's get into the details of each and see how they are made to serve their different goals.
As the name suggests, a host event landing page crafted by the company or organization promotes the event they are putting on. Think seminars, tradeshows, and conferences. These pages are launched well in advance of the event to allow plenty of time to capture as many commitments as possible.
The host event landing page effectively serves as a miniature website, with the sole purpose of promoting the event. They include navigation bars and multiple pages of information, with specific details like full event schedules, speakers and their bios, destination information, and more.
These web forms and landing pages will even include media such as videos, slideshows, and interactive maps.
Although these pages provide a lot of information to absorb, their singular purpose is to convince a visitor to commit to attending. This means regular attendees, companies who want to exhibit (if there is a trade show component), or groups looking to sign up for sponsorship opportunities.
Due to the dynamics of the page, the call to action for each separate group needs to be clear and easy to navigate to. Any signup forms on the page should be equally simple to complete.
The landing page should also include payment options to generate an immediate monetary commitment. Offering time sensitive discounts or an option to reserve a spot via a down payment will help to ensure early commitments.
The overall design of the host page also matters.
First impressions are important. If you present a static, uninteresting landing page, potential attendees may get the idea your event will be similar.
Here are a few tips to help you craft a compelling argument and design in why they should attend:
Even with the above ideas your page must be simple and easy to navigate to ensure the maximum number of conversions. One way to do this is by creating an eye-popping infographic that succinctly centralizes info.
Include the total sign-ups, the number of speakers, or the different networking opportunities available, even a map of the city or event space. Just make sure you can easily update your graphic as more commitments come in.
When your company signs up to take part in a trade show or conference, its typical for the host group to afford you space on their landing page to link back to your website. Choose instead to create and connect to an exhibitor page.
Unlike your company’s site, which might be great, but also full of distractions, your exhibitor page focuses solely on your appearance at the event. It also serves as a lead generation tool, providing you an opportunity to capture contact info, even if you’re unable to connect with a prospect at the show.
Why is all of this so important?
Decision makers attend events like trades shows, and more specifically, trade shows at destination conferences.
Many times, a trade show is a perfect opportunity for these decision makers to interact with new companies without a more significant initial commitment. If they like what they see and hear, then they are more likely to take the next steps of a full meeting or demo.
Remember that your investment in a conference or trade show is to generate new clients, and your landing page needs to drive them to you.
Consider these elements when creating yours:
People love freebies and giveaways, especially those attending trade shows (and yes, even high-level executives enjoy winning iPads). So give them something to be excited about.
Include a mention of a giveaway or special deal on your exhibitor landing page and make eligibility contingent on the attendee providing their contact info (either on the landing page form or in person). You can even include a social share button that gives them another entry if they share your page on social media.
If you need a little inspiration to help get your landing page started, we’ve included some great examples of effective and well-designed event landing pages below. Because of the length of the pages, we’ve linked to them rather than trying to screenshot the entire pages for you.
Regardless of the event landing page you create, one absolute is to optimize your page for mobile devices. Make sure your landing pages and forms are responsive across all devices, Don’t miss a commitment by limiting your page’s mobile functionality.
One final thought on crafting your landing pages - put plenty of time and effort into yours. In many cases, your page might be the first tangible exposure someone will have to your event. Don't waste that opportunity.
Know your audience, plan out your goals, and focus your page on presenting the best case on why someone should attend. Follow these three keys, and there's no doubt yours will be the must-attend event of the year. Need inspiration? Check out one of our event registration templates.
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