The pandemic has affected event planning, making a shift toward virtual events. And while we are almost back to normal, virtual events aren’t going anywhere any time soon. But do you know what goes hand in hand with virtual event success? Building an event landing page that will spread the word about it and get people to register.
First things first, what is an event landing page? An event landing page is a web page that is distinct from your website, with its own unique URL and a focus on turning anonymous visitors into high-quality leads. It’s dedicated to giving potential attendees all the answers to what your event is about, as well as the incentives for registering. More specifically, your event landing page conveys important information like the following:
- Why should prospects attend your event, and what value will it provide them?
- Event details such as the date and time or keynote speakers and their background
- How can they register for the event or buy tickets?
Whether you have chosen your social media accounts or an email newsletter to advertise your virtual event, your event landing page is where they will land. Therefore, it’s the perfect place for building hype, raising awareness, and driving conversions. Let’s see why.
Why Is Creating Event Landing Pages Crucial?
You might wonder why go through the trouble of creating a dedicated page when you can drive traffic to your homepage instead. First of all, let us reassure you that creating such a page actually saves you from trouble. You could invest a great deal of time – and money, may we add – to generate event awareness. But all it takes for an event landing page to support your conversion goal is a robust landing page builder that gets all the hard work done without you wasting time or effort.
What about the traffic your event could drive to your home page? We admit that generating event traffic to your website’s homepage sounds tempting, but it won’t yield the same results in terms of conversions. Visitors landing on your homepage could continue browsing and direct to other pages within your website. The result? They stray away from your event message and, even more importantly, signing up. But with a dedicated page, they get to stay on it and learn all about your virtual event.
Think of your event landing page as the ground zero since it’s probably the first step users take to check relevant information and decide whether or not they will register. Dedicated event pages focus on a single objective, usually converting into registrants.
Also, such a page allows you to collect valuable information like user age or location, helping you improve your overall event marketing efforts. These personal details include their email addresses, giving you a chance to generate warm leads and engage them through valuable email marketing content during the entire event life cycle.
How to Boost Your Virtual Event’s Signups With an Event Landing Page
For all the reasons mentioned above, designing a dedicated page for virtual event registrations is crucial. But in order to drive the desired event revenue, you need to make sure your event landing page is compelling and effective. This article will serve as your go-to guide on how to incentivize visitors to sign up and make the best out of that first impression.
Nail Your Design
No one involved in event marketing can deny that when it comes to event landing pages, it all comes down to great design. You can design great landing pages using procreate stamp brushes. And great design isn’t just about eye-catching visuals; the first step is testing your page loading speed. Any web page visitor out there will abandon a web page without thinking twice if it takes too long to load.
As you might already know, color psychology plays an important role in web page design. You want to lead visitors to the next step intuitively, so you should center your design around that specific action. To do so, use color contrast and bright colors to catch your visitors’ attention and direct them to your registration form. Draw attention to your CTA, too, by using bold colors and placing it strategically so that visitors detect it the minute they land on your page.
Your visitors should also be able to detect key information easily. For example, you could highlight the event details by leveraging different colors or bolding specific information. Some attractive visuals never hurt a landing page design since they can easily catch the user’s eye, as long as you don’t overdo it. Unnecessary elements could lead to a cluttered design that frustrates viewers and makes navigation difficult.
Is that all? Actually, we saved one of the most important factors for last. And that’s optimizing your event landing page design for mobile devices. Mobile device users account for a large percentage of website visitors, so the last thing you want is for them to have trouble accessing your event details and your call to action. To prevent that from happening, opt for a responsive and mobile-friendly design to accommodate every user regardless of the device they view your landing page.
Your Copy Matters
You will read many guides with best practices for creating the perfect landing page, focusing on the design part. However, trust us when we say that your event landing page copy is equally important. Remember that such a page is the key factor for users to decide whether or not they want to invest time in attending your event. To persuade them to take the next step, your copy matters more than you think.
With event landing page content, less is more. Get to the point by making the most important information stand out and removing potential distractions. Visitors should easily find the event details and understand what they must do in case they want in. Keeping your copy short and precise helps visitors focus on your value proposition and the action you need them to take.
Speaking of your value proposition, a primary element of your landing page copy is showcasing the benefits of attending your virtual event. Craft engaging and relevant content that addresses your target audience’s pain points. But to tailor your copy to your attendees’ needs, you must have a deep understanding of who you are writing for. Once you know that, you can easily find the most relevant information to include in your event landing page and entice them to join.
Last but not least, evoking a sense of urgency is key to optimizing your landing page performance. The more a visitor scrolls around, the lesser the chances of them registering. So, make sure to urge prospects to act on your event registration message immediately. For instance, if you plan to promote your event through early-bird discounted tickets, you should highlight that offer on your event landing page and include components like countdown timers for users to know when it expires. Adding a few urgency components will make the decision-making process easier and quicker.
Facilitate the Registration
There are little things prospective attendees appreciate more than brands that respect their time. That’s why a time-consuming or confusing sign-up process could turn into a disaster for your event registrations. In fact, you should minimize the obstacles your visitors face so that your event registration process is as simple and quick as possible.
As you can tell, an attractive event landing page will do you no favors if you don’t also consider the actual point of registration, which is your sign-up form. Great event registration pages feature user-friendly forms that reduce the friction points for visitors to fill in their personal details. Limit the number of fields that prospective registrants have to complete and make sure the process doesn’t take more than a few minutes. Remember that the more time-consuming and lengthy it gets, the more likely it deters them from completing the process.
Apart from creating a painless sign-up process, you could consider applying conditional logic to personalize the form completion. That way, the questions that are displayed or hidden from visitors will vary depending on the answers they provide. Also, make sure that you leverage the occasion to include opt-in boxes. Those boxes serve for users to give you consent to send marketing material and manage the data acquired.
Create Clear and Actionable CTAs
Clear and straightforward copywriting isn’t relevant only for your landing page content but should be extended to your call to action. Visitors want to know what you expect them to do next. What does that translate into? Strong, clear, and bold CTA buttons that direct visitors to the action you want them to take – usually, filling in your registration form.
The last thing you need is for the user to scroll through your event landing page to find your CTA. This element must be visible and action-oriented to avoid turning visitors away. Use the imperative to urge them to take a specific step and benefit from your unique value proposition. However, try to avoid phrases like “Click here” as they are too common and generic. Instead, opt for inspiring wording that represents your brand and is relevant to your event objective. Also, using bold colors and large fonts will make your CTA stand out from the rest of your page.
We understand that getting the CTA right might seem complicated. And since it’s one of the most decisive factors for driving conversions, consider creating more than one and run A/B testing to collect valuable data on which performs better.
It’s equally important to keep your event landing page focused on a single conversion objective. To support this objective, build your page around one call to action to avoid confusing viewers.
Add Social Proof Elements
Social proof is a powerful persuasion tool for every marketing campaign. Why would it be any different for your event landing page? There is no better way to address your prospective attendees’ potential objections than the success stories coming from other satisfied customers.
Who hasn’t asked their friends and acquaintances to recommend a good electrician or a great restaurant? By doing so, individuals rely on social proof to find the best solution to their pain points. The same goes for prospective registrants, who tend to trust past attendees’ reviews more than any promise made on your event landing page. This type of social proof element builds trust and excitement among your landing page visitors while generating FOMO (Fear Of Missing Out).
You can include past attendees’ photos and quotes or take it one step further with video testimonials, depending on your virtual event objective. For instance, if you target high-profile individuals like industry experts, consider adding testimonials from other professionals that attended a previous event in order to attract people from similar positions and niches.
There are many ways to promote your next virtual event. Building effective and visually appealing landing pages is one of the most essential steps toward event marketing success. You want to engage your audience immediately, and there is no better way to do so than to remove distractions with a clear, straightforward, and carefully-designed event landing page.
While it might sound intimidating, all you need is a great marketing team, reliable landing page software, and careful implementation of the practices shared in this article. No matter the type of event you want to organize and promote, following the aforementioned tips is a surefire way to maximize conversions and build awareness for your virtual event.
Maria Fintanidou works as a Content Writer for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. She loves exploring new cultures and ways of thinking through traveling, reading, and language learning.