What Great Event Landing Pages All Have in Common
integrated marketing team has just put together a fantastic conference, packed
with in-demand speakers, informative panels, and cool mixers. But sadly, “If
you build it, they will come” doesn’t apply here. You’ve got to publicize the
event and then get people to register. And your landing page needs to do most
of the heavy lifting.
it’s such a crucial part of an event marketing campaign, we’ve rounded up some
of the essential features the best event landing pages have in common.
They Limit the Number
of Hoops Registrants Have to Jump Through
for an event shouldn’t feel like filling out a job application. The simpler the
registration forms, the more people will sign up. CES, one of the most famous events in
the world, keeps its forms simple, asking only for first and last name, company
name, business email address, and country.
They Convey Urgency
if you start promoting your event nine months ahead of time, you want to make
people feel like they absolutely must register ASAP. Short, bold
calls-to-action can help you achieve this. Don’t overthink it: options like
“Buy Now” and “Click to Register” will work. Don’t underestimate the power of FOMO
– early-bird discounts create buzz, let you gather
information, and they’re one of the most effective ways to generate sales.
They Make It All Registration,
Not the Event
a look at this South by Southwest landing page – it’s not about the lineup, the
city of Austin, or anything other than getting you to click on an offer.
course, if you’re not SXSW, you’ll still need to provide tantalizing, targeted
information about the value of your event, including event lineups, special
programs, and accommodations, but keep it off the landing page.
They Use Exciting
of packed conference rooms and PowerPoint presentations don’t excite people.
But pictures of the event city, entertainment, and enthusiastic participants do
motivate event-goers. Salesforce’s Dreamforce regularly uses photos
of the San Francisco skyline and their famous concerts to inspire people to
take action. After you’ve selected the right images, ensure they’re at the correct
resolution – nothing will spoil the WOW factor faster than a low-res, pixelated
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