You’ve heard the phrase, “Don’t judge a book by its cover”, right? Well scrap that. It’s exactly what your customers will be doing on your landing page. Everything about your landing page from its headline to basic event details must be based on one call-to-action: registering for your event.
It’s a balancing act to make sure that your customers know exactly what they’re committing to without bombarding them with details. But bear in mind that they’ve probably read the finer event details before arriving at your landing page.
Here are some of our top tips for effective landing pages:
Keep it short and sweet
Your landing page needs to be eye-catching, on-brand, and most importantly, easy to understand. It’s one thing to browse various products, it’s another to consider purchasing. Your attendee needs to know exactly what they’re committing to - and feel excited about it!
Your event title will probably be the first thing your customer reads, followed by your session titles. It’s unlikely that they’ll read more than two to three lines on each session or talk.
Our templates will help you build your landing page quickly and summarise your event as clearly as possible.
Use your headline speakers
If one of your speakers is garnering a lot of traffic, consider including them in a featured content block on your landing page. Just a name, photograph, and brief bio will be enough of a push for many of your leads to convert.
Have a countdown timer
A live countdown timer builds a keen sense of anticipation for your event - and provides incentive for conversions.
If your potential customer is visiting your landing page, they’re already expressing an interest. The last thing you want them to do is think, “Oh, I’ll decide later”, and then forget all about it.
One of the best incentives out there is urgency. There’s nothing like watching the seconds tick by to hurry along your decision making.
Be smart with your language use
This is another one about urgency. Instructing your potential customers to ‘secure’ their place or ticket, (instead of ‘book’, for example) tells them that they need to take action to ensure that they don’t miss out.
Show that your tickets, even if they’re free, won’t be there forever.
Take a look at [this article] for more tips on building your event (including the landing page!).