Inspire your event registration and ticket sales strategy with this list of 12 landing page examples. From INBOUND's pricing design to The Drum's strategic CTA placement—get ready to be wowed.
Nearly all event websites have the same two goals: selling tickets and event registrations. Additionally, event marketers have to take their branding into consideration when creating a landing page that represents their event brand. The ideal event website offers both an optimized user experience for registration and a unique display of the company’s personality.
The following are consistent themes throughout each of these examples that make them stand out—both for their use of effective branding tools and as registration powerhouses.
- Unique event selling points are proudly displayed front and center. Whether it’s an impressive expert panel or an exclusive access to high value add-ons, your audience should know what makes your event special from the first interaction with your event website.
- Your event brand and company brand go together. This is really important. You want attendees to associate this event with your business so that they’ll continue to be, or become, loyal customers. By keeping the colors and logos similar to their main online company hubs, the websites below form a unified front for every digital interaction.
- Every aspect of the website is purposeful. You won’t find any junk in these pages. Successful event registration pages offer a highly curated experience to their users. This type of design is easy to pull off when you understand your audience and have data from previous events that allow you to make informed decisions.
To learn more about how to boost your event brand to convert the maximum number of visitors possible, we’ve compiled these samples to showcase that best practices of building an event registration landing page.
Even though this list does not cover every option imaginable, each item displays at least one significant takeaway that you can use in your own design.
Eureka offers up a great case study for eye-catching color contrast. Given the video backdrop and call-to-action (CTA) button placement, they risked distracting users from their button. A crucial button that would notify potential registrants when registrations were live. Instead, the vibrant yellow pops off the page, so visitors know exactly what to do once they’ve arrived.
Key Takeaway: Use color contrast to focus the eye on your primary CTA.
Moz does an excellent job of informing visitors on what they can expect if they register for their MozCon event. At a quick glance, MozCon’s value proposition is to give attendees the opportunity to learn from industry leaders, leave with a kick butt to-do list, and have some fun while they’re at it. Notice that even though the event is a few months away, the registration site incentivizes 2019 ticket sales by highlighting a $400 early bird discount.
Key Takeaway: Communicate why people should attend your event—clear and concise copy gets the point across. Plus, use testimonials and early bird promotions to boost event registrations early on.
Source: South Summit
South Summit 2018 incentivized ticket sales by reminding potential attendees that early bird pricing would close—and that prices would promptly rise—in a matter of hours with this well placed countdown. In another case study, the ConversionXL blog published findings from a test using a similar display. They found that creating a sense of urgency on their website improved their sales by an impressive 332%.
Key Takeaway: Communicate a sense of scarcity by reminding visitors of your limited time offers.
The INBOUND 2019 registration page, like MozCon, displays a solid understanding of concise copy. This example is particularly effective in regards to the ticket pricing options. With one-sentence descriptions and easy-to-read tiered pricing, this registration page clarifies ticket differences to registrants. Visitors can confidently make their selection at a glance without having to dig for information elsewhere.
Key Takeaway: Write copy that is simple and straightforward, particularly when conducting tiered ticket pricing. Visitors should be able to make their registration decision in one go.
The Growth Acceleration Summit 2019 event registration page keeps things simple with a limited question registration form that guarantees ease of use. By eliminating the friction of answering unnecessary fields, ZoomInfo has made the registration process as fast as possible for future attendees—while in turn increasing future event ROI.
Key Takeaway: Keep registration forms short and sweet. Get attendees’ foot in the door by asking only for the must-have information initially.
Gainsight’s registration page does an excellent job of making sure only relevant information is presented on the Pulse landing page. The details displayed above the fold inform the visitor quickly and effectively. Although their website does have a layered array of resources and additional information, the organizers behind Pulse keep their landing page focused on key event information details.
Key Takeaway: Make sure your website communicates and prioritizes your audiences’ most immediate needs—think location, date and time, as well as number of speakers and attendees.
For MagnetoLive, Magneto uses an action-oriented design that streamlines a viewer’s experience. If a potential registrant is not immediately ready to register upon landing on the event page, they alternatively have the option to share on various social platforms or even apply for a merchant discount. This social sharing proves effective if, for instance, a potential attendee might want to gauge who in their network is also attending.
Key Takeaway: Make sure your page design has a strong flow to facilitate multiple visitor actions, and thus accounts for different user experiences.
The main event registration landing page.
The music festival website page remains separate from the main registration page. Source: Cult the Gathering
In a recent test, HubSpot pitted red and green CTA buttons against each other and found that red was the clear winner. In fact, the red CTA button was 21% more effective at converting website visitors than its green counterpart. Follow Cult the Gathering’s example and feature your CTA prominently in the headline menu for even better engagement. Plus, notice how they segment event information between that of the actual summit and the same’s musical festival, often a big consideration for Cult the Gathering’s attendees.
Key Takeaway: Consider color dynamics—Red CTA buttons are useful for improving click-through-rates and driving event registrations. And, if your event has a particular wow-factor, consider including it at the forefront without distracting from registrations.
The best part about the Consensus registration page design is how easy it is on the eyes. Not only is it attractive, but it also has plenty of white space around it’s images, giving the page breathing room and allowing the viewer to better digest its contents. Notice how CoinDesk uses the registration page to contextualize the Consensus event—from graphics that provide previous attendance by the numbers to images that visualize attendance by region.
Key Takeaway: Make your event landing page design clean and uncluttered to convert visitors effectively.
10. Fintech Summit
Source: Fintech Summit
One of the hallmarks of a fantastic event registration website is design that is easy to navigate. The Fintech Belgium Summit keeps things simple with navigation that scrolls with you on a single page website. You can quickly reach your desired section by clicking the menu or simply scrolling down to browse everything at once.
Key Takeaway: Make your layout simple and intuitive.
Source: The Drum
When it comes to driving event registrations, ideal CTA button placement can make all the difference. If your event registration tool allows it, try placing your registration CTA in your audience’s immediate line of vision. The copy also clearly states what the viewer can expect when they click through, a must for creating an intuitive user experience.
Key Takeaway: CTAs placed in obvious positions on your event registration website will drive conversions and incentivize visitors to take immediate action.
12. Hashtag Sports
Source: Hashtag Sports
This example showcases great contact segmentation by Hashtag Sports. By using data from past events and researching competitive rates in their niche, Hashtag Sports made it clear that they understand their target event audience and their preferred ticketing needs. While they offer more event ticket options below the fold, the chances are that the majority of their future attendees won’t even bother scrolling to view them because they’ve tailored the registration experience.
Key Takeaway: Display your most popular ticketing option first, positioning it so that attendees are not distracted by multiple ticketing options at once.
What’s the big picture here? Your event registration page is just another way to engage with your audience, albeit a big one. All of its major components come together to inspire action among website visitors, allowing them to express their own enthusiasm for your event. Here are five major takeaways when creating your own event landing and registration page:
- Your CTA is the main attraction. Your registration page’s main goal should be to get users to click that button or immediately fill out the registration form. For easy wins, consider including a high contrast button color, optimizing your CTA placement, and conducting your own tests to see if red truly your color.
- The best designs focus on user experience. Guide your website visitors by utilizing white space, intuitive layouts, and keeping content relevant. Consider psychological principles that increase registrations when doing so.
- No friction pages—make registration as easy as possible. Eliminate any and all obstacles to registration. Whether you do this by creating forms that focus on need-to-knows or with copy that gets right to the point, there are lots of ways to optimize your registration process and maximize conversions.
- Consider your audiences’ most frequently asked questions. Your event registration page is not the place to overload your future attendees with unnecessary information and jargon. Instead, use this as an opportunity to communicate only the need-to-know, trust us, your attendees will appreciate it. Whether you limit your headline copy or offer streamlined navigation options, your event registration website will become a powerful conversion tool if you show the right information.
- Less is always more. When in doubt, keep it simple. Choose colors that represent your brand and don’t go overboard. Offer easy to use forms and CTA buttons that stand out on the page. Make registering for your event the easiest thing they have to do all day and they’ll be forever grateful.
At the end of the day, your event is unique, just like its marketing needs. Test different tips learned here, use an event registration software, and craft the perfect registration page in no time with a little inspiration.