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Crownpeak Logo Posted by Crownpeak November 24, 2015

How to Drive More Attendees Through an Event Landing Page

Whether you’re preparing for a social networking event, informational user conference, educational webinar program or tradeshow event, you’re completely focused on sorting and ironing out all of the event details. So what’s missing? To ensure your event runs smoothly and successfully, you must create an incentive for your audience to actually register and attend the event. And there’s no better way than to put the event description and details for your prospective attendees on a landing page.

Creating a landing page for your event is the ultimate icing on the cake, as it acts as your driver for high number of registrants and attendees. Not only does this landing page provide all of the details of the event, but it also acts as a place where attendees can refer to when they have any questions about the event. 

Take full advantage of the landing page by sharing it in your emails, social media marketing and SDR email campaigns. The landing page you create will complement your event marketing campaign through all stages – before, during and after the event.

So without further ado, here are the elements of an attendee-driven event landing page:

1) Clear event details

This is no doubt the most important thing prospective attendees are looking for. Make the date, time and location of the event stand out on the page. Here’s an example of how we make these details pop out on our event landing pages:

Event Landing Page

2) Visuals

Did you know that 90% of information transmitted to the brain is visual, and that visuals are processed 60,000x faster in the brain than text? Not only do eye-catching images capture people’s attentions, but they also make your landing page more visually appealing. In addition, visitors are more likely to stay on your page longer with attractive images, which encourage conversions.

SiriusDecisions Summit 2015 Event Image

3) Why they should attend – value proposition, benefits

Why exactly do you want people to attend your event? What do you think they will gain from attending? This is important to point out, especially on a landing page, as it is where you convince your audience to come to the event.

Maybe you have a special guest speaker, or maybe you have an awesome giveaway. Either way, highlighting these points on your landing page helps drive more registrants and creates an incentive for people to attend the event. Prospective attendees can also use this information to convince their colleagues or bosses that the event is something they shouldn’t miss.

4) Sign up form and clear call to action

Once you convince people that your event is worth going to, you want them to RSVP. Having a form that’s easy to sign up is crucial for driving attendees. One way to make this easy is to use forms that use cookies like with Marketo, as their information may have already been saved in the system because they filled out one of your forms in the past.

These forms are usually pre-filled so all they have to do is to click on the call to action button to confirm their attendance. In the case of your event landing page, the call to action should be the submit button. Not riddling your landing page with multiple calls to actions is important because your main goal is to get them to sign up to attend the event.

After they submit their information, it’s beneficial to send them a follow-up email to remind them that they have successfully signed up to attend the event. This email should include the details of the event, any highlights you want to point out and contact info in case they have any questions regarding the event. This process can be simplified with a Marketing Automation Platform like Marketo.

5) Sharing on social media

Word-of-mouth marketing is highly effective, especially with 72% of all internet users now are active on social media. Include some social media icons and generate an automatic message that users can post easily. Here’s how we do it:

Social Media Sharing

After the event, you can repurpose your landing page to keep attendees engaged. Offer a recap of the event, a new content offer or put up an invitation to another upcoming event you have. Repurposing landing pages not only can help your SEO, but it can also encourage attendees to keep coming back to your site.

This entire process for creating landing pages quickly and affordably can be made easy with a web content management system like Crownpeak. Whether you need to create a landing page to advertise your sponsorship for a tradeshow event, new content offer or an upcoming webinar, Crownpeak allows you to speed up launching these microsites.

We hope these tips help you drive more attendees through a dedicated event landing page!

Have any additional tips for using landing pages for event marketing? Feel free to share in the comments below!