For all of you event planners out there if you are not taking advantage of high-converting landing pages you are really missing out and possibly leaving money on the table for you or your client. Event landing pages play a huge role in the success of any event marketing strategy. Most of the time it is the first point of contact between your event and your potential attendees.

In this article, I will provide a brief overview of why event landing pages are crucial and go into the significance of ensuring they are high-converting, give you some landing page examples, and give you basic steps to creating an effective landing page.

Understanding the pivotal role these pages play in shaping attendee impressions and facilitating registrations is essential for orchestrating successful and impactful events.

‍

What is a high conversion rate for landing pages?

Before looking at stats about conversion rates, we need to understand what the numbers actually mean by defining what a conversion rate is.

A conversion rate is a metric used in digital marketing to measure the percentage of visitors to a website or landing page who take a desired action. The desired action can be anything that can be measured preferably something that can lead to turning that visitor into a customer. Some common actions can be anything from making a purchase, signing up for a newsletter, or filling out a registration form. 

For the math enthusiasts out there, here is the mathematical formula for getting your conversion rate. You take the number of Conversions (the total number of users who completed the desired action) and divide that by the number of visitors ( the total number of people that visited your page), then multiply that by 100. 

It is difficult to tell you what a good conversion rate is because every business has different goals and objectives. What may be good for one business is terrible for another, and what works for their potential customer may not work for yours. There are many different types of landing pages but there are some averages we can look at based on five types of landing pages. 

Types of landing pages

E-commerce:‍

For online retail, a conversion rate between 1% and 5% is considered average, but high-performing e-commerce sites can achieve rates above 5%.

Lead Generation: 

Landing pages focused on lead generation (e.g., signup form submissions) might aim for conversion rates between 10% and 25%. This can depend on factors such as the complexity of the form and the perceived value of the offer.

B2B (Business-to-Business):‍

In B2B industries, where the sales cycle is typically longer and the transactions are more complex, conversion rates can be lower, often ranging from 2% to 10%.

SaaS (Software as a Service):‍

SaaS landing pages might aim for conversion rates between 5% and 15%, depending on factors such as the clarity of the value proposition and the effectiveness of the trial or demo offering.

Content Downloads:‍

If the goal is to get visitors to download content, conversion rates can vary widely. Rates between 10% and 30% might be considered good, but it depends on the perceived value of the content.

 

What should an event landing page include?

I am not going to go in-depth with the must-haves for a landing page. , but an effective event landing page entices and guides potential customers toward registration. To ensure its success, an event landing page should include key elements that capture attention and drive conversions.

Headline and Description

Start with a compelling headline and a concise, engaging event description that communicates the unique value attendees will gain. Clearly present essential details such as date, time, and venue, accompanied by an intuitive registration or ticketing mechanism.

Imagery

Incorporate visually appealing elements like high-quality images or videos to create an immersive experience.

Social Proof

Social proof, in the form of testimonials or endorsements, adds credibility and encourages trust.

CTA

A persuasive call-to-action (CTA) that stands out prominently ensures a seamless registration process.

Mobile Friendly

Mobile optimization is crucial in today's digital landscape, allowing users to access information and register easily on various devices.

More Resources

Lastly, provide links to additional resources or event-related content to further inform and excite potential attendees.

A well-crafted event landing page, encompassing these elements, maximizes its potential to convert curious visitors into enthusiastic participants.

 

How much information should be on a landing page?

We need to remember that a landing page is not a website. A website has all of the information about everything your business has to offer. A landing page on the other end only has information for one product, service, or in this case event, and all of the information on the page is about that one thing. 

The amount of information that is required depends. You should have as much information as is necessary to guide the visitor to take the desired action you want them to take.

Organizing your information for your landing page. 

You can follow this guide when coming up with the key event details for your landing page for your next event.

Who:

‍Who owns this landing page for this event. This is your company or brand. Place your logo at the top so that it is the first thing people see, right along with an amazing hero image. Use your brand colors throughout the pages so your visitors do not forget who the amazing page belongs to. 

What: Headline and Description

‍What is your event about? That is a question your visitors are going to have. Make sure you have enough details and images to help them get a sense of what your event is about. This is typically the headline of the landing page. A concise and compelling headline that communicates the main purpose of the event. Then you have supporting information throughout the rest of the page that supports the headline. 

When:

‍When is the event happening? Make sure to include a date and time. 

Where:

‍You also need to include the location. If it is a local in-person event, include the address. If it's an event people will have to travel to, include the city and state as well. Since covid 19 virtual events are becoming more popular, If the event is online, where can they stream from, let them know if you will make a recording of the event to watch at a later date and where to find that. You also need to indicate where they can purchase tickets. 

Why: Social Proof and More Resources

‍Visitors may ask themselves why should they trust you or why should they attend your event. This is why you see testimonial sections on landing pages. This builds trust with the visitors. They read kind words from other people who attended your event, and they immediately thanked that they could have fun at your event too. Social media can do the same thing. You can embed a social feed on your landing pages so visitors can visually see how real and fun your event is. 

How

‍After a visitor has fallen in love with your event they ask themselves how do I sign up, register, or buy tickets. This is done with a registration form in a section called Call-to-action. 

 

Examples of high-converting landing page

We now know the key event details a good landing page should have, let's look at 10 examples of good landing pages that in theory should be converting potential customers at high rates. I do not have a personal connection to any of the companies so I do not have the actual KPIs behind their conversion rates.

Also, the landing page is just one tool in a great marketing campaign. If these landing pages are great but other areas like email marketing, social media marketing, paid advertising, or content marketing are lacking, your landing page will not perform well, even if it's the best landing page of all time. All four of these things help drive traffic to a landing page, if no one finds your page, it can not do its job. 

So let's look at these great landing page examples and see how they do the who, what, when, where, why, and how. 

Adobe Summit

Who:

‍‍Who owns this event: Adobe
‍Who should attend this event: Professionals, leaders, and individuals interested in digital experiences.‍

What:

‍Adobe Summit: An annual conference focused on the future of Adobe products featuring keynotes.‍

When:

‍Pre-conference: March 25
Main Conference: March 26–28, Summit 2024 keynotes included.‍

‍Where:

‍Physical Location: Las Vegas
Virtual Participation: Available online‍

Why:

‍Why would people want to attend: People should want to attend if they want to learn from global innovators across industries and connect with other leaders. 
Convincing people why they should attend: This landing page has a slider that shows people doing this at past events.

‍How:

‍How to register: Visitors can click the registration button in the hero section of the page.

 

Cisco Live

‍Who:

‍Who owns this event: Cisco
Who should attend this event: People who are interested in Cisco's transformative technologies, professionals looking to expand their horizons and immersing themselves in the next wave of Cisco’s transformative technologies.‍

What:

‍Cisco Live: An event focused on transformative technologies, with AI taking center stage.‍

When:

‍Date: June 2-6, 2024‍

Where:

‍Location: Las Vegas, NV‍

Why:

Why would people want to attend: People should want to attend if they want to learn more about what's possible by using the next wave of Cisco's transformative technologies, with a focus on AI. Or if they want to learn how Cisco's tools can help them work faster, safer, and smarter.
Convincing people why they should attend: They have a section on their landing page that leads to more reasons why you should attend.

How:

‍How to Registration: Visitors can click the registration button in the hero section of the page. 

 

Creative South

‍Who:

‍Who owns this event: Creative South
Who should attend this event: People interested in building connections and community, creative professionals, and those seeking personal and professional growth.

‍What:

Huggin’ Necks & Breakin’ Bread: - A gathering fostering connections, workshops, and a sense of family.‍

When:

Dates: April 11-13, 2024

‍Where:

Location: Columbus, GA, with the primary venue at the Columbus Georgia Convention & Trade Center.

‍Why:

Why would people want to attend: People should want to attend if they want to be a part of a community that feels like family.
Convincing people why they should attend: They have a section on their landing page with a video that has testimonials of past eventgoers who all say that this event is a community. The heading next to the video says. "Come as friends, leave as family."
‍

How:

‍How to Registration: Visitors can click the registration button in the hero section of the page.

  

DDX Innovation & UX Conference

‍Who:

‍Who owns this event: DDX
Who should attend this event: Designers, strategists, entrepreneurs, and product leaders passionate about driving positive impact through digital innovation.‍

What:

UX Conference: An opportunity for digital innovators to come together, share insights, and foster positive change.‍

When:

Availability of Tickets: Ongoing event with a section for upcoming events. 

Where:

Event Venue: (Depends on what event you select but those details are there.)‍

‍Why:

Why would people want to attend: People should want to attend if they want to connect with like-minded individuals, learn from global leaders, and contribute to fostering positive change.
Convincing people why they should attend: They have a section with Testimonials and a section that links to their podcast if people want to get a better understanding of what their events are like. 

‍
How:

‍How to Purchase a Ticket: Visitors can click the 'Get Tickets' button in the hero section of the page and in the top nave section

 

Design Leadership Summit

‍Who: 

‍Who owns this event: Design Leadership Summit
Who should attend this event: People who are interested in the business of design and design of business.‍

What:

Leadership Summit: North America's leading design conference for leaders.‍

When:

Dates: January 29 – 31, 2024‍

Where:

Location: Toronto, Canada‍

Why:

Why would people want to attend: People should want to attend this event if they want to learn from the newest and most seasoned leaders to gain ideas, strategies, and conversations that can shape how you lead your teams and projects.
Convincing people why they should attend: This landing page has sliders of past events to show what the event experience looks like. It also has screenshots from X (formerly known as Twitter) to help persuade visitors to grab a spot. They also have a FAQs section to answer any questions visitors might have.

 

‍How:

How to Purchase a Ticket: Visitors can click the 'Grab A Spot' button in the hero section of the page, in the top nav section, and at the bottom of the page. All button leads to the "Tickets' section of the page. You can purchase the tickets in this section and also use a promo code that will save you 15% off for 4 tickets. 

  

‍

Design Thinking and Innovation Week

‍Who:

‍Who owns this event: Future London Academy
Who should attend this event: CEOs, CIOs, business owners, Heads of R&D, Innovation, CX, Product Managers, Team Leaders, Service and Experience Designers, UX Researchers, Innovators, and Trendsetters.‍

What:

Event by Future London Academy: Design Thinking & Innovation Week - An immersive program for Innovation Directors, Service Designers, and Business Owners.‍

‍‍When:

Dates: April 30th - May 3rd, 2024‍

Where:

Location: London‍

Why:

Why would people want to attend: People should want to attend this event if they want to learn from London's most forward-thinking businesses and uncover the latest approaches to innovation. 
Convincing people why they should attend: This landing page clearly breaks down the Who, What, When, Where, and How, making it easy for the visitor to gather all the necessary information to make a decision. It also has a stat that lets people know that you are pretty much certain that you will get your money's worth from this event. And it has a slider with testimonials from past eventgoers. 

How:

How to Purchase a Ticket: Visitors can click the 'Register now' button that is in the sidebar. The sidebar is set to position sticky so it is always on the side of the page, giving the visitors a chance to buy a ticket no matter where they are on the page. 

  

FITC Toronto 2024

‍Who:

‍Who owns this event: FITC 
Who should attend this event: Digital creators of all kinds, professionals, and enthusiasts in design, digital development, media, and innovation in creative technologies.‍

What:

Event by FITC Toronto: The ultimate conference for digital creators. With online and in-person options to choose from.‍

‍When:

Dates: April 29-30, 2024‍

Where:

Location: Great Hall, Toronto, The virtual event will be online. ‍

Why:

Why would people want to attend: People should want to attend this event if they want to:
(Gain ideas and inspiration, Network with well-known creatives globally, Explore innovative techniques and emerging trends, Exciting programming with top industry minds, and more)
Convincing people why they should attend: This landing page has a gorgeous design. Great use of parallax, an interactive element that shifts objects at different speeds as you scroll. I would give this event my money just to allow me to look at their page. They have a section on their page that Gives users reasons why they should buy a ticket. They also have a FAQ section answering additional questions they may have. 

How:

‍How to Purchase a Ticket: There is a ticketing section where visitors can select the 'In-Person Event' or the 'Online Event' and then that takes you to another page with additional information and purchasing options. 

  

Microsoft Ignite

‍Who:

‍Who owns this event: Microsoft
Who should attend this event: Individuals interested in AI, particularly those attending the biggest event of the year.‍

What:

Event by Microsoft: Microsoft Ignite - Expand AI knowledge, create connections, and more.‍

When:

Dates: November 18–22, 2024‍

Where:

Location: In Chicago and online‍

Why:

Why would people want to attend: People should want to attend this event if they want to expand AI knowledge, create connections, learn about the latest AI innovations, build skills, access learning opportunities, and discover what's next from partners in AI and commercial cloud.
‍Convincing people why they should attend: In the header section they have a highlight reel that has real people, and leaders, that give visitors a sneak peek of what to expect from the event. In the second section of the site, they have more highlights of from past events organized by categories.

How:

‍How to Register for the event: There is a 'Join the email list' button in the hero section. This button takes you to a page where you can leave your email address.  \
‍

SXSW

‍Who:

‍Who owns this event: SXSW
Who should attend this event: People who want to 'celebrate the convergence of the tech, film, television, and music industries'. This piece of information is directly from their website, but not on the landing page itself. I think they have a big enough brand and people already know what they are about so they can get away from not having this text on the first page. ‍

What:

Event: SXSW 2024‍

When:

Dates: March 8-16‍

Where:

Location: Austin, Texas‍

Why:

Why would people want to attend: People should want to attend this event if they want to experience the endless discoveries that are awaiting them. Discoveries include the categories of the event, that they can find in the 'Explore SXSW' Section. 
Convincing people why they should attend: They have a section with a highlight reel that has real people letting you know what to expect from the event. They also have a timer that is set to position sticky so that it stays at the top of the page. This lets the visitors know that they need to hit the action button now if they do not want to pay a higher price in two days. 

‍

How:

‍How to Purchase a Ticket: There are two 'Register Now' buttons, the first in the hero section and the second next to the video. 

  

Think Digital Event Experience

‍Who:

Who owns this event: IBM
Who should attend this event: Industry, business, and technology leaders interested in scaling AI for business.‍

What:

Event by IBM: Think 2024 - An opportunity to accelerate productivity and innovation by scaling AI for business.‍

When:

Dates: May 20–23, 2024‍

Where:

Location: Boston Convention & Exhibition Center‍

Why:

Why would people want to attend: People should want to attend this event if they want to accelerate productivity and innovation by implementing AI strategies.
Convincing people why they should attend: This landing page has a gorgeous minimalist design. I would give this event my money just to allow me to look at their page. They have a section on their page that Gives users reasons why they should buy a ticket. They also have a FAQ section answering additional questions they may have.

‍

‍How:

‍How to Purchase a Ticket: There is a reel that shows past events in a fun and exciting way. They also have some stats to show the scale of the event. And if visitors have any other questions, they can check the FAQ tab.

 

How do I create a high-converting landing page?

Here are some key elements in creating a conversion-driven landing page; approach, design, content, and user experience.

Step 1: Define Objectives and Craft a Compelling Headline 

Begin by clearly outlining the landing page's objectives and gaining a comprehensive understanding of your diverse audience. Craft a unique and succinct headline that encapsulates the main message and value proposition.

Step 2: Employ a Designer for Appealing Visual Elements 

Hire a skilled designer to create visually appealing elements that complement the overall design of your landing page. Engaging graphics, images, and layouts play a crucial role in capturing user attention. If the design doesn't look like some other events that your potential attendees currently attend, they probably won't attend yours, so spend some time getting the design right. 

Step 3: Hire a Copywriter for Persuasive Content and a Clear CTA 

Enlist the expertise of a copywriter to create content that is concise, persuasive, and highlights the broader benefits of your offering. Ensure the inclusion of a clear and compelling call-to-action (CTA) that guides users toward the desired action.

Step 4: Implement and Test with a Responsive Design 

Utilize a landing page builder of choice to integrate all elements seamlessly. Test the page extensively to confirm that it maintains a responsive design, ensuring a consistent and user-friendly experience across various devices, especially mobile devices. Make any necessary adjustments to optimize responsiveness.

 

How much does it cost to build a custom landing page?

There are a lot of smaller steps that are involved with creating a landing page. Let's assume that you do not want to do anything and hire someone to do all of the work for you. 

‍Step 1: Cost of Hiring someone to Define Objectives and Craft a Compelling Headline 

• You can and should do this yourself because no one knows your business like you do. 

‍Step 2: Cost of Hiring Designer

• Freelance Designer: $500 - $5,000 per project, depending on experience and complexity.
• Design Agency: $2,000 - $20,000 or more per project, depending on the agency's reputation and the scale of the project.

‍Step 3: Cost of Hiring Copywriter

• Freelance Copywriter: $500 - $5,000 per project, depending on experience and the amount of content needed.
• Copywriting Agency: $2,000 - $20,000 or more per project, depending on the agency's reputation and the scale of the project.

‍Step 4: Cost of Hiring someone to Build a Responsive Landing Page

• Freelance Web Developer: $1,000 - $10,000 or more, depending on the complexity of the landing page and the developer's experience.
• Web Development Agency: $5,000 - $50,000 or more, depending on the agency's reputation and the scale of the project.

A lot of people look for the cheapest route, so if that is you, you should look to spend a minimum of $2,000. 

 

How long should it take to build a landing page?

As with everything else in the article, the timeline varies based on the complexity and availability of the people doing the work. But here is a general breakdown continuing off of the four-step process.

Step 1: Time it takes to Define Objectives and Craft a Compelling Headline

• Timeline: 2 days
• Activities: Conduct a thorough analysis of campaign objectives, research the target audience, and collaboratively define key messages and a compelling headline.

Step 2: Time it takes to Design Appealing Visual Elements

• Timeline: 1-2 weeks
• Activities: Find and hire a designer, discuss design requirements, create design concepts, and iterate based on feedback. The timeline may vary based on the complexity of the design and the availability of the designer.

Step 3: Time it takes to Writer Persuasive Content

• Timeline: 1 weeks
• Activities: Identify and hire a copywriter, collaborate on content strategy, create persuasive copy, and refine the call-to-action. The timeline may vary based on the amount and complexity of the content.

Step 4: Time it takes to Build and Test with a Landing Page

• Timeline: 1 weeks
• Activities: Hire a web developer or agency, implement the design and content into your chosen landing page builder or platform, and conduct thorough testing to ensure responsiveness and functionality. The timeline may vary based on the complexity of the landing page and any required revisions.

A lot of people look for the fastest route, so if that is you, you should look to wait about 2 weeks. A lot of these tasks can be done at the same time, for example, while the designer is coming up with the visuals, you can have the copywriter come up with the copy. This timeline uses a drag-and-drop landing page builder so that is why the time is so fast. Using a landing page template could probably cut this process down to a week. 

 

Need help creating a landing page for your next event?

Hope you enjoyed my breakdown! If you need help creating a successful landing page for your upcoming event, let me know!

‍

‍

‍