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Published in Content Marketing category on (08/30/2016)

Learn to Optimize Your Event Registration Landing Page

Blog Main- Landing Page (3)

Are you having trouble developing a high converting landing page for your event registration page? Don’t worry, you’re not alone. Visitors spend 3-5 seconds on a landing page before deciding to learn more, or leave. That doesn’t leave much margin for error. Across industries, the average conversion rate of a landing pages was only 2.35%, and the top twenty-five percent of conversion rates are at 5.31% or higher. Knowing this, it becomes clear that having an effective landing page is important in generating leads and obtaining valuable data from website visits.  

When discussing landing pages, it’s important to focus on Conversion Rate Optimization. CRO is a system for increasing the percentage of visitors that convert into customers. There are many parts to the system that makes up CRO, and this post will give you some important tips on what aspects of CRO need to be concentrated on in order to enhance your event registration landing page and bring in more qualified leads and attendees.

Buttons and CTAs

To start, CTAs are the most important part of your landing page. When prospects click-through your CTA, you will receive valuable information that you can then use to begin targeted nurture campaigns. CTAs are tricky and seem like such a small detail – but it can’t be overlooked.

Make Your CTA Clear and Inviting

Make your visitor want to click the CTA.  Your CTA needs to be selected in a way that makes the visitor feel welcomed to click it.  Additionally, make sure your CTA is front and center, and isn’t around other distracting buttons that can redirect visitors attention.

Word Choice

The word or words that live within your CTA button are crucial in getting actual clicks. For an event, your goal is to create interesting and catchy CTAs that inspire prospects to want to sign up for the event. Incorporating words that are within the content of the landing page is a great way to encourage people to click, by reminding them the benefits of signing up or in this case registering. Examples include:

  • Register Now!
  • Download Your Free Copy
  • Download My Free Copy
  • Get Yours Today

Using words like, “Free,” “Yours,” or “My,” will make your visitor feel special, and it personalizes the offer – it is for them and only them. Also, “free” is always good because everyone loves free stuff. So keep word choice in mind, the right words can guarantee a download!

Make it Pop

Choosing a color and position relevant to the page for your CTA is also something to consider. Spending time testing different colors and seeing which one draws attention is important in optimizing your landing page. You want the CTA to be seen, and to be clicked. Make sure you have it placed in a location that will be seen, in a color that pops, such as red, orange, or green. Generally, remember to choose any color that contrasts your landing page’s backdrop.

By implementing these simple things, you can create killer CTAs that increase the chance that a visitor will sign-up for your event.

Blogs Drive Registration Page Traffic

A good way to get more visitors to your event registration page is to funnel them through blog posts. By providing a space where visitors can read more about the event, and having a link that takes them to the registration page, you ensure more traffic on your registration page. Give more to get more!

So create a blog post before an event that highlights what it’s all about. Write about who will be speaking, the different booths that will be there, special guests, the location, and most importantly, why they should go. This will give prospects a good idea of what the focus of the event is, and help them decide whether or not to sign-up and attend.

By utilizing blog posts, you are increasing event awareness, and at the same time, introducing your prospect to your event and highlighting what you think is most important. That way, you enhance the user’s experience, and visitors don’t need to hunt around your site for event information. You have incentivized your prospect to check out your registration page by providing an educational and valuable piece of content.

Email Marketing Also Drives Registration Page Traffic

Email marketing is another great way to drive more traffic to your landing page. Creating a simple, straightforward email with a short description of what your event is about, with a clear CTA that goes directly to your landing page, is easy to do and can generate excellent results.

So how can you create an email that will have leads clicking through to your landing page?

  • Develop a strong, actionable subject line, like: Stop Losing Leads! Why Your Email Marketing Strategy Isn’t Working
  • Promise something good, like exciting event details
  • Keep It short
  • Use a natural voice- avoid formality
  • Highlight benefits
  • Leverage clever or actionable CTAs like: Join Us, Attend!, Sign Me Up!, Be Awesome

By keeping these strategies in mind, your emails will generate leads for your landing page. It can be sent out to many people, and when it’s kept short and written well, will heed results.

Landing Blog for Email Section

Images and Video

Make Your Page Eye-Catching

By including relevant images or videos related to your event, you can increase visitor interest, which results in an 86% increase in conversion. Having colorful and relevant images can increase the time spent on your landing page. For example, select images of the venue for the event, maybe a photograph of the city that the event is being held in. Create a video highlighting potential booths or speakers. Overall, let these images and/or videos peak visitors’ interest about the event. The longer someone spends on the landing page, the higher the chance they will want to fill out that form field and attend your event!

Form Fields

Make ‘Em Short

Either make your forms short and sweet, or make them appear short by adjusting the spacing on the page, e.g. making your form longer widthwise rather than lengthwise. By making your forms seem short, the chances that your visitor will fill them out goes up because you have eliminated the idea that filling out your form takes a lot of time and investment. When time is at a premium, prospects don’t enjoy spending excessive time filling out forms with tons of text fields and parting with their private information; plus, it just gets tedious! So make it easy for your prospects to fill out your form. By doing so, you’ll gain a higher volume of leads. But the real question is, are they qualified leads? If you want more qualified leads, then read on to find out how longer form fields can enable you to target your leads more effectively.

Or Make ‘Em Long

On the flip side, a longer event registration page (that actually looks the part and isn’t deceivingly short/long) can also be a successful part of CRO. Depending on the product or company, and the amount of rich data you are trying to collect, will be the deciding factor of your form length. But by going longer, you will deter people who are not legitimately interested in your product, and provide your company with more qualified leads.

Do you want a lot of information? Or a smaller amount of quality data? The choice is yours. Deciding this will decide your form length. Either will work, so don’t be afraid to choose one over the other. But remember, if you are doing a shorter form field, make sure to only include the necessary, such as, first and last name and email address. For a longer form, include information you think is relevant and important. Such as:

  • First and Last Name
  • Email Address
  • Company Name
  • Job Title
  • Company Size
  • Country
  • What marketing technology does your company have in place? (with a drop down feature)
  • What are you hoping to get from this event? (again, with a drop down feature)

Certain Landing Page 2 Blog Final

Overall, We have covered the basics of CRO and what aspects of it can optimize your event registration page. While we’ve covered a lot of ground, there’s still more information to cover, so keep on reading on to make sure your event registration landing page is in good shape!

Event Registration Checklist: Don’t Forget!

There is a lot of important information to remember when developing a high converting landing page, and that means there is a lot to forget as well. But don’t worry, this section is completely dedicated to the important aspects of creating a landing page that often get forgotten. So here’s what not to forget!

The Blink Test

What is the blink test? Let’s break it down, when someone finds their way into a landing page, as we’ve mentioned before, they will typically only spend 3-5 seconds on it. The term “blink test” relates to the shortness of these 3-5 seconds, like the blink of an eye. With that in mind,  it’s important to instantly catch the eye of said visitor.

How can you do that?

  • Make clear what the event is, when it is, and where it is
  • Take away distractions from the registration page
  • Keep only what is necessary
  • Do not put any clickable navigation buttons in the landing page

Use Clear and Concise Language

The language that you use is very important in having a landing page that converts. It can either make a visitor stay and sign-up, or make them leave just as fast as they arrived. Follow these rules so that you can optimize and create great event landing pages that convert.

  • Make clear and concise headings that explain exactly what the event is about
  • With an interesting heading that answers a visitor’s immediate question, you can survive the blink test
  • Use language that makes the audience feel important
  • Make the page about them not you
  • Don’t use words that seem sales-y like, “be the first,” “act now,” “Limited time”

Check all of Your Links

As simple as this is, it’s very important! When hosting or exhibiting at an event, your landing page will host links to numerous different things, e.g. contest rules, external partners, and even the actual sign-up page. So before publishing your landing page, make sure to double check these links. The last thing you want is a lead wanting to know more information about partners or event rules and clicking a link that takes them to a blank error page. That could prevent them from signing-up, and you don’t want that, do you?

So you now know how to make a high-converting event registration landing page. After reading this piece, we hope that you understand the importance of effective landing pages and how they are an essential part of a successful event. In short, make your landing pages interesting, keep them relevant, decide on proper form length, and overall keep CRO in the back of your mind when building your event registration landing page. I wish, with your new found knowledge, great success with your all your event endeavors.

 

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