Is the goal of your event registration form to convert your target audience into attendees? Then you need an effective landing page that attracts, inspires and informs. The landing page is – well – where your target audience will land. It is a webpage designed to achieve faster conversion via a single, focused call to action. Read on for tips on how to create a landing page that does just that.
Why do I need a landing page?
The landing page is not there for potential attendees to hang about on. They need to feel attracted instantly, get a clear idea of what the event is, when and where it is, the benefits for them, and recognize an explicit action that then takes them off this page to register, all within the space of a couple of minutes, if not less.
Sounds a bit pointless to put so much thought in, if they’re not meant to stick around, right? It’s not. Landing pages are among the most powerful conversion tools. A wonderfully designed landing page is what will grip and excite your attendees because it is intriguingly distinct from the rest of your registration form, in contrast to being led straight to a page that simply requests your personal details and necessary information. Which one sounds more enticing?
How do I create a wonderful landing page?
1# ZERO IN ON YOUR TARGET AUDIENCE
First, it is vital to understand who you are trying to reach and persuade so that each element of your landing page can be tailored and appeal directly to those you are targeting.
This involves segmenting your customer base and identifying your target audience before you start building your registration form.
If you have arranged a similar event before, you can look at your past attendees and use this knowledge to understand your audience and tailor your registration form to suit their needs.
2# WRITE COMPELLING COPY
Include only the key points of the event. The landing page is there to persuade in as few words as possible so summarise in short but persuasive copy.
Information a potential attendee will be looking for:
• What is the event?
• Where and when does it take place?
• Why should I attend/how will it benefit me?
• Are there any special offers or early bird prices for the event?
• Is there a deadline to register?
• I want to be sure this is right for me. Where can I find more information? (Consider including an FAQ section.)
• I’m sold! Where can I register? (A clear call to action should be used for this.)
3# DELIVER A DESIGN THAT EVOKES DESIRE
It is then important to plan the design with your target audience in mind so that your event becomes desirable to your audience. The design is what will also contribute to a high conversion rate. Design is often recognized as the visual aspects, such as the images, colours and typefaces used, but it also involves more than that, such as the written content along with its layout and structure. When thinking about design, you should consider how all the above elements will come together for an effective combination of aesthetic appeal, understanding and usability.
How to round up the details of the event
Use headings or subheadings to highlight the USP’s for the event in a short and sweet way. The main heading should pop and instantly indicate what the event is or the benefit for the attendee.
Include separate links or menu items to points that you want to explain more about. This way you can concisely communicate more of your offering and are allowing the potential attendee to make their own choice to read more. However, keep other clickable actions to a minimum and ensure that your main call to action stands out, as the focus should be on guiding them towards clicking to register to attend. This can be achieved by using a different colour to distinguish one CTA from another or by considering their positioning on the page.
How to lay out the content
Arrange content by relevancy and by what you want the viewer to see first to last, so as to intuitively guide them to your end goal. This doesn’t just have to be presented in words, but can be achieved via effective imagery, different font sizes and contrasting colours. Along with this, make sure to structure content carefully on the landing page so that it is easy to navigate, and the viewer doesn’t have to spend time searching for answers. Provide answers to those questions prior, to prevent the potential attendee feeling hesitant about registering for the event.
Reinforce your brand through design
The design should reflect elements of your brand so that your audience can instantly identify and connect with who you are and what you do. This can be as simple as placing the logo in a subtle but “notice me” kind of way and using brand colours and fonts where appropriate. Reinforcing your brand is also crucial to re-engage past attendees for future or recurring events; if they had a positive experience at your last event, it might sway their decision to register for your next one.
Inspire with insightful or impactful imagery
Sometimes images can do the talking for you! If you are keeping your landing page simple, clean, and minimal copy, then opt for a themed image that instantly represents what the event is or involves.
Take for example, for a skiing trip you could include an image of a person skiing or a skiing destination.
On the other hand, you could opt to include a contrasting image, for instance if the event is a meeting or a conference; instead of adding a generic photo of attendees at a meeting, you could include an image of the event destination. Perhaps something iconic and picturesque like mountains and fjords if held in Oslo or an image of the Tower Bridge if hosted in a major city like London. The idyllic setting adds another selling point as it encourages non-domestic or local potential attendees to register for the event and at the same time, gain an experience in a scenic city. (Now there’s an incentive – another city ticked off the bucket list. ;))
Another option (recommended by one of our designers), is to use something completely different! An inspiring background image such as abstract patterns works well. You can find plenty of free images like these online, for instance via Unsplash which allows you to use images for free, without permissions or the need to attribute to the photographer or the source.
4# CREATE A CONVINCING CALL TO ACTION
Your main call to action (CTA) should be focused on achieving your goal, in this case achieving conversion. Clearly label your CTA and use short and snappy phrases like below:
Using words like “now” provides a sense of urgency, encouraging them to take the action immediately. Using pronouns like “yours” directly address the attendee, engaging them further.
If you want to be more creative, then go for it – but also keep in mind that this action should be very clearly stated to the potential attendee.
5# ALLOW REGISTRANTS TO BOOK NOW, PAY LATER
It makes sense for attendees to pay in full at the time of booking as this adds an extra measure of guarantee for event planners that attendees are in the bag and the number of no-shows will be lower. However, a pay later option defined on the landing page may increase conversions. An alternative to ensure that these conversions are unique, and registrants are less likely to cancel is to include a cancellation policy or request a deposit to be paid at the time of booking. A payment link can then be sent later down the line to collect payments and serve as an excuse to send an engaging and gentle reminder of the event.
6# USE AN EFFECTIVE REGISTRATION FORMS BUILDER
Now you’ve learnt all that – where do you go to accomplish all of the above? There are form building tools available online that do not require coding and design skills. How much flexibility they offer from software to software varies. Of course, I’m going to mention our own at Qondor. 😉
Qondor’s landing page function is built to ensure that your form design looks as good as it can with minimal effort but is also flexible and code-free allowing you to create the look you need. Qondor’s forms builder allows you to tailor the form and expose bookers to questions and form steps that are only relevant for them.
Qondor also offers online payment integrations with DIBS, Netaxept and Stripe. Not only is Qondor’s forms builder great for the purpose of event registration forms, but also works well in other scenarios and is highly recommended for B2B’s in the meetings, events and travel industry.
If you want to find out more, get in touch!