The one factor higher than the power of a reside occasion? The thrill you are feeling earlier than you go.
As an occasion marketer, your job is to encourage that feeling in potential attendees—after which flip it into motion (e.g., ticket gross sales and registrations).
Whether or not you’re selling a convention, present, exercise, or perhaps a webinar, the principles are the identical: in the event you can create a sure stage of antici—look forward to it—pation for an upcoming occasion, you’re golden.
Whereas constructing pleasure for future occasions is less complicated mentioned than carried out, constructing an superior occasion touchdown web page will help you just do that. With the suitable message and conversion-focused name to motion (CTA), your occasion touchdown web page can take guests from “That appears kinda neat” to “I can’t miss out on this!”
Why do you want occasion touchdown pages?
Possibly you’re nonetheless questioning, “Ought to I trouble with occasion touchdown pages?” The brief reply is sure, sure it’s best to (and with the right landing page templates, it’s no trouble in any respect).
Right here’s why: Occasion touchdown pages are one of the best ways to drive ticket gross sales and registrations.
There are two primary forms of occasion touchdown pages:
- Occasion registration touchdown pages that get guests to enroll in an occasion. Without spending a dime occasions, registration pages are designed to drive signups and reservations; for paid occasions, these pages are designed to promote tickets.
- Lead gen touchdown pages the place guests can ask to obtain extra particulars. These pages are designed to construct curiosity and seize contact data (sometimes an e-mail tackle so you may contact them nearer to the occasion date or as soon as tickets go on sale, for instance).
In both case, an occasion touchdown web page can assist your conversion purpose higher than a web page in your web site or a third-party itemizing. Whereas the latter can simply get slowed down with irrelevant particulars and competing calls to motion, a devoted occasion touchdown web page is constructed to do one factor: convert. Creating one helps you goal particular segments and concentrate on messaging that will get them to RSVP.
The best way to create an occasion touchdown web page: Greatest practices that convert
Merely having occasion touchdown pages isn’t sufficient to ensure conversions. However in the event you comply with these occasion touchdown web page design pointers, you should use your touchdown pages to make a greater first impression and inspire attendees to RSVP.
Listed here are the primary occasion touchdown web page greatest practices to remember when designing your individual:
Concentrate on a single conversion purpose.
Like all touchdown pages, pages on your occasions needs to be constructed round one name to motion: getting attendees to register. Every part from the headline to the design to the occasion particulars supplied ought to assist this purpose.
Goal particular forms of attendees.
A serious benefit of occasion touchdown pages is that you should use a number of variants to focus on particular forms of attendees. For instance, in the event you’re selling a advertising convention, you would possibly create a novel touchdown web page to focus on founders particularly.
Give people one thing to look ahead to.
Your touchdown web page ought to layer on components of FOMO and might’t-miss pleasure to make guests itching to attend. Possibly you supply a sneak peek of the upcoming speaker lineup or a enjoyable recap of final 12 months’s occasion. You possibly can additionally embody quotes from previous attendees or photographs and video clips of standout moments from a latest present.
Set clear expectations.
Guests have to know precisely what they’re entering into earlier than they’ll register to attend. It takes loads to get folks out the door, so one of the best occasion touchdown pages spotlight all an important particulars. Relying on the kind of occasion you’re internet hosting, your touchdown web page would possibly embody an outline of the agenda, speaker particulars, location, and ticket costs.
Make it simple to RSVP.
For a similar causes you wouldn’t give out complicated instructions to your venue, you don’t need your touchdown web page or RSVP kind to be complicated. As a substitute, it’s best to make it so simple as doable for attendees to enroll. Most of the greatest occasion touchdown web page designs (together with a few of the examples beneath) function easy-to-complete registration varieties.
8 of our favourite occasion touchdown web page examples constructed with Unbounce
Searching for a little bit of occasion touchdown web page inspiration? We picked these event page examples as a result of they embody most of the rules described above. We hope you study a factor or two about occasion landing page design that you should use to advertise your subsequent occasion.
1. Collective Zoo
Cerebro Marketing created this web page for Collective Zoo to advertise a UFO-themed live performance. When folks from throughout America have been planning to storm Space 51, this touchdown web page redirected a few of that hype to a free occasion in downtown Las Vegas.
We love that the language is completely on theme (“Uncover what to anticipate beneath”) and so they carry the idea by way of to the occasion particulars with a “labeled” lineup. Plus, in the event you step again to mirror on the general design, you’ll discover how a lot this web page seems like an precise occasion poster you would possibly see plastered to a avenue pole.
The reality (about occasion touchdown web page design) is on the market:
Your occasion touchdown web page is a preview of your reside occasion. If it’s boring or uninteresting, folks will assume your occasion might be, too. That’s clearly not the case, so it’s necessary to create an occasion touchdown web page that units the suitable tone. Your landing page copy and landing page design ought to mirror what your attendees can count on and make it unimaginable for them to withstand signing up.
2. Artist Undertaking Modern Artwork Truthful
Artist Undertaking launched this occasion touchdown web page to promote tickets for the Modern Artwork Truthful, which ran in February 2020. The web page creates a way of FOMO and urgency to encourage company to get tickets for the opening evening get together. With an action-oriented heading “Don’t Miss Toronto’s Most Thrilling Artwork Truthful!” and a time-limited supply to save lots of 20%, the message is obvious: if you would like in on this, take motion now.
To drum up curiosity in an artwork truthful, your design must be on level. You may’t promote an artwork present with out, effectively, displaying some artwork. This touchdown web page does a terrific job showcasing a spread of artists and mediums to spotlight the range featured within the truthful. From blended media reflections on struggle to vibrant social commentary within the type of collage, it’s clear that an enormous number of artwork and expertise might be in attendance.
Along with previewing 2020 showcases, we additionally love that there are featured highlights from earlier years. In the event you’ve been working an occasion for a number of years, use photographs of previous pleasure to encourage guests to get in on the enjoyable.
Maybe the largest takeaway from this occasion touchdown web page instance is that this:
Make a degree to weave the guts of your occasion into your touchdown web page design and replica. Use visuals to inform the story of your occasion and use CTA-focused copy to show curiosity into motion.
3. Thinkific
We’ve all heard some variation of the advertising adage: “Once you converse to everybody, you converse to nobody.” Effectively, on this instance, Thinkific does an ideal job of talking to 1 particular demographic: ladies entrepreneurs within the digital house. Extra importantly, Thinkific highlights how the free digital summit, Suppose in Shade 2020, caters to this explicit viewers.
The pictures and video are significantly highly effective as a result of they present attendees that the audio system are various, younger, clever ladies who’re excited to share their trade data and elevate different ladies up.
Mixed with inclusive messaging (“cease settling for sameness within the on-line house”) and an emphasis on the distinctive challenges that ladies face in constructing a web based enterprise, this touchdown web page offers attendees loads of incentive to get in on the motion.
Right here’s an necessary reminder from this instance:
When designing a registration kind, for instance, do not forget that much less is usually extra. Take away potential boundaries by maintaining varieties brief and candy. Solely ask for the important particulars wanted to get attendees on the listing and make sharing more information elective.
4. Netwrking.com
You’ve heard of velocity relationship, however what about velocity networking? Netwrking.com hosts on-line velocity networking occasions and created this occasion touchdown web page to construct a pre-launch listing.
This method is sensible for the target market—because the concept of getting in on the bottom flooring appeals to these fascinated by making new enterprise connections—however it may additionally work for different forms of highly-anticipated reside occasions.
We love that the landing page hero image makes it really feel such as you’re already on a video name along with your new group of contacts. They use language that speaks to entrepreneurs and optimists (“You’ve obtained to have a dream, proper?”) and invitations the reader to take part (“We’d wish to have hundreds of members on board earlier than the tip of 2020 and we want you to hitch us immediately!”). Plus, the one piece of data required to enroll is your e-mail tackle.
What you may take away from this occasion touchdown web page instance:
Any sort of pre-event registration like this can provide help to determine your most supreme prospects. And because the purpose is to drive curiosity, quite than get folks to commit to creating a purchase order, any such registration web page may be launched far prematurely.
5. Paint Cabin
Created by company Disruptive Advertising, this occasion touchdown web page focuses on Paint Cabin’s digital paint nights. The idea of this occasion is easy but modern: You may attend a reside paint evening from the consolation of your individual residence. This would possibly sound counterintuitive at first, however the touchdown web page fills in all of the blanks earlier than you will have an opportunity to ask, “How does that work?”
We love the energetic headline and colour distinction. “Create! Drink! Repeat!” is each descriptive and enjoyable, and paints a transparent image of what the occasion is all about. The design is participating in the best way a paint evening needs to be.
Plus, the content material performs into attendees’ sense of FOMO, urging them to not “miss a factor” by “e book[ing] now.” By adapting to supply non-public streaming as a part of this “keep at residence collection,” Paint Cabin creates a hybrid live-virtual occasion to suit the instances—and this instance offers company hope that they’ll get pleasure from a favourite exercise whereas nonetheless social distancing.
Right here’s the largest lesson we hope you study from this instance:
Video content material is at all times an ideal addition to your touchdown pages. Whether or not it’s a montage of clips from previous occasions, a recap of final 12 months’s conference, or a promotional video for an upcoming headliner, movies make a huge effect with out taking on a ton of house in your web page. Use movies to assist returning company relive the magic and provides first-timers a sneak peek of what’s to return.
Editor’s word (in the event you’re studying this in 2022 and past): Though including video was thought-about greatest follow a pair years in the past, latest knowledge reveals that video on landing pages doesn’t have a huge effect on conversions. In some instances, it could even make folks bounce. Yikes!
6. FraudBuzz
At first look, this web page comes throughout as pretty easy (particularly compared to the previous couple of examples listed above). However that’s not a foul factor. Quite the opposite, the clear, no-frills design units simply the suitable tone for the subject at hand: fraud safety and prevention.
Co-Op Monetary Companies created this touchdown web page to drive registrations for its month-to-month webinar collection, FraudBuzz. It’s brief and concise, but additionally informative sufficient to do the trick.
Actually, it solutions nearly each query attendees might need earlier than signing up, together with:
- Who? “Meet your host”
- What’s it? A reside webinar dialogue about fraud and danger.
- The place and when? Introduced on-line, with the date, time, and length listed.
- Why? “Through the bi-monthly collection, you’ll find out about…”
- The best way to attend? Fill out the shape, which is conveniently seen above the fold.
What different occasion entrepreneurs can study from this instance:
Your occasion touchdown web page doesn’t have to be lengthy to be useful, and it doesn’t have to be flashy to get your message throughout. By offering key particulars and the correct quantity of context for no matter occasion you’re internet hosting—whether or not that’s a fast overview or an in-depth agenda—you may guarantee your web page appeals to the suitable sort of attendees.
7. Shoelace
The retargeting execs over at Shoelace constructed this occasion touchdown web page for a webinar hosted earlier this 12 months. They knocked it out of the park by telling attendees precisely what to anticipate—together with who, what, the place, when, and the way to enroll.
First off, the heading and introductory blurb present invaluable context in regards to the subject itself. Subsequent, core particulars in regards to the occasion, just like the date, time, and length, are laid out; and the panel members are listed.
And that’s all taking place above the fold.
As we scroll down the web page, we’re greeted with photos of the panelists and moderator, together with their titles and firms. For individuals who dig deeper for more information, Shoelace delivers punchy, informative bullet factors that elaborate on the subjects being mentioned.
Right here’s your key takeaway from Shoelace:
Use your occasion touchdown pages to spotlight a few of the worth attendees get out of your occasion. If the primary occasion is your audio system’ experience, for instance, make a degree of introducing who they’re and what they do. As we will see within the instance above, together with panelists’ footage, titles, and firms is an effective place to begin.
8. Twinwoods Journey
This use case is a bit totally different than our different occasion touchdown pages examples. Twinwoods Journey makes use of this touchdown web page to drive bookings for indoor skydiving. Though this isn’t a one-off, pre-scheduled occasion, the purpose remains to be to get reserving and promote tickets prematurely.
Top-of-the-line issues about this web page is that it’s instantly apparent what the exercise is, because of heavy-hitting visuals balanced with data copy. The value is listed upfront for transparency, adopted intently by a CTA with a clearly outlined worth (“Get My 15% Low cost”).
On the reside web page, that’s an animated hero—which actually brings the headline (“Really feel the Rush”) to life. Additional down the web page, there’s additionally a video that reveals the wind tunnel in motion. This ticks an entire buncha bins: Setting attendee expectations, showcasing the exercise, and creating pleasure.
Plus, they play off FOMO in an enormous means by:
- Boasting that they “entice over 100,000 guests per 12 months”
- Exhibiting off their excessive scores on Google, Fb, and TripAdvisor
- Together with quotes from actual guests (“Do it, you’ll find it irresistible.”)
Right here’s a design tip you may borrow from this instance:
Twinwoods is aware of folks would possibly need to study extra in regards to the expertise earlier than reserving. So, they used on-page tabs to reply FAQs. As a result of this hundreds the knowledge immediately on the touchdown web page, there’s no purpose for prospects to click on away earlier than reserving.
Flip anticipation into motion with occasion touchdown pages
We all know how tough and time-consuming it’s to create occasion touchdown pages from scratch. In the event you rent outdoors devs to do the job, you would possibly spend greater than you’d like. Worse, constructing an occasion touchdown web page from the bottom up takes ages—and might forestall you from working campaigns with sufficient lead time earlier than your occasion.
Fortunately, Unbounce’s Smart Builder makes it simpler to begin selling your occasion and accepting RSVPs. There’s by no means been a quicker method to create stunning, conversion-centric occasion touchdown pages that get people excited to attend.
