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7 Best Practices for Event Landing Pages

7 best practices for event landing pages

Creating a landing page for events requires a certain amount of effort and a great deal of creativity. With so many event landing pages coming up on the web, it becomes quite challenging to have the best event landing pages for your event.

As such, here you will find some tips and tricks on how to make a great landing page for your event. We have shared some useful event landing page examples that you may adopt as templates to make things a bit easier.

1. Building the Perfect Event Landing Page

Building an event landing page that catches the 8 second attention span of your audience is indeed a difficult task. However, with the right steps and guidance, you can create a compelling event landing page in no time. Here are some of the steps that you can easily follow:

#1 – Understanding your target audience

This is perhaps the most crucial aspect that needs to be considered with utmost detail in order to create the perfect event landing page.

Understanding your target audience involves segmenting your customer base – clearly identifying your customer base from the start.

If you are selling tickets for a basketball game, the target audience for this event is certainly going to be different when compared with trying to sell tickets for an arts event.

#2 – Coming up with the right price

Surely there are a dozen other landing pages that advertise similar events like yours. As such, you need to make sure that your price is competitive and also matches the expectations of the target audience.

A price too low may cause suspicion with regards to the quality of the event, and a price too high may put off your customers altogether.

#3 – Creating a compelling call-to-action (CTA)

Most of us may think a CTA button placed at the top is all there is. However, a compelling event landing page design is not complete unless a proper CTA is designed and positioned appropriately.

Your CTA copy should be clear, persuasive and have a sense of urgency. It should engage the relevant target audience. There is a huge difference between “Buy Tickets” and “Have the time of your life by subscribing now!”.

2. Designing Your Landing Page

The design of the landing page is what stands between a low conversion and a high conversion website. As such, it is crucial that the design of your landing page is meticulously crafted and matches the expectations of your target audience. Here’s what you could do:

Creating Concise Content

First of all, begin with the content. Design does not only mean having beautiful colors and images. Rather, it is also about the content that goes into it and how viewers perceive it. Make sure that the content of your landing page is on point.

For an event landing page, this means explaining clearly upfront what the event is, where it is going to be held and at what time. All of the information should be presented in a very clear manner with proper headings and subheadings.

Using Wireframes

A wireframe is simply an outline of the design of the landing page. Consider it the skeleton of the entire page. As such, wireframes can simply be sketches on paper that show how various elements are placed on the landing page.

This is very useful as a wireframe gives you a concrete structure to start with before going on to actually designing the landing page. You can determine the placement of the content that you created in the previous step.

Colors

Lastly, it is important that you use the right amount of colors – and types. A landing page that has too many colors is not going to do the trick. Furthermore, the colors should resonate with the event that you are trying to advertise.

A concert event is surely going to have a different set of colors from an event that is for a wedding ceremony.

3. Must Have Elements On An Event Landing Page

So what exactly goes into a good event landing page to bring you event success?

#1 – A headline that is hard to miss

The headline, which is usually placed right at the top, needs to be the most compelling element of your landing page. This is because it is understandable that no viewer will care to read the rest of your content if they do not find what they want in the headline.

So what can be done to make the headline attention-grabbing?

It should directly address the needs of the audience. For an event landing page, the headline must clearly state how the event will benefit the audience.

For example, if the event involves raising funds for a charitable cause, a headline that incites people to donate is something you should look into.

#2 – Pictures/Videos

People are more attracted to information presented visually. As such, make sure you include the right amount of pictures and/or video that is related to the event.

#3 – Responsive Design

Your landing page should be responsive. That is, the design of your landing page should be optimized for viewing on any mobile device. More and more viewers prefer using their smartphones or tablets to access such websites as it is more convenient and intuitive, so you want to be ready for them.

4. Tracking Conversions

Tracking conversions is a very essential part of creating a successful landing page. It is usually not possible to get a landing page right the first time. With tastes and preferences constantly changing, all one can do is adapt.

In order to determine when and how to adapt, it is crucial that you regularly check the conversion rate of your landing page. Check how many people who visit your landing page actually register for your event.

A number of tools that exist today can be used for tracking conversions. A very popular choice is Google Analytics:

  1. Simply sign up at www.google.com/analytics and get a tracking code.
  2. Copy the tracking code and paste it in your landing page’s HTML code – right before the closing head tag.
  3. Start tracking the conversions by going to the Google Analytics dashboard!

Note: Make sure you set the appropriate goals before you start tracking conversions. This will help you analyze the results more effectively. A good way to set a benchmark is to do some research on the number of conversions other event landing pages similar to yours get.

5. Split Testing Your Landing Pages

Getting your event landing page right the first time is not easy. As such, it is a good idea to have two or more landing pages that you can test and see which one performs the best.

This is known as split testing or A/B testing, where you have two versions of a landing page – version A and version B – to see which one gives you a higher conversion rate.

The tests can either be performed on the entire page or certain specific elements of the page. For example, you may test different versions of a call-to-action to see which one does well.

You could even start off by building two or three landing pages to determine which ones give better results. Start testing individual elements within each variant page.

6. Best Examples of Event Landing Pages

Here are some examples of event landing pages to help you get started:

  1. UXSG Conference 2016
    Crisp and to the point, this landing page is the perfect event page template for your event.
  2. Unbounce Call To Action Conference 2016
    With minimal text and strategically placed content, this page is an ideal event landing page template that can be utilized for various events.

7. Mistakes to avoid on your landing page

Too much clutter

A number of landing pages make the mistake of cramming too much irrelevant content. Nothing is more frustrating for the viewer than to sift through content and not find anything useful.

Therefore, make sure you put the most relevant content at the top to draw your viewers in.

Too many call-to-actions with different copy

Having too many call-to-actions with different messages can be extremely confusing. Although they lead to the same destination, the viewer might get overwhelmed. Furthermore, having more CTAs makes you look unprofessional.

Place the appropriate amount of CTA’s on the right spots of your pages to keep your messaging concise.

Conclusion

Creating a stunning landing page which generates the expected amount of leads is not impossible. Using pre-made templates can help you significantly by providing the necessary tools and ideas that you need.

Create a landing page now by signing up for a free trial with GEVME.

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