Imagine this: your supervisor gives you the green light to attend a conference in, let’s say, Hawaii. Incredible! It’s like a dream come true - your company is footing the bill for your flights and accommodations to paradise. Naturally, you turn to Google to search for the event, hoping to find registration details, the event schedule, and recommended hotels. However, instead of a single, comprehensive source of information, you’re stuck clicking endlessly to gather all the necessary details. That simply won’t suffice. Similar to general lead generation landing pages, event landing pages must be captivating and easily digestible. For those in event marketing, these pages should be tailored specifically to your needs. In other words, every event landing page should be crafted to motivate visitors to register for the event or sign up for post-event engagements, such as dedicated pages for individuals who interacted with your company at a previous event. The most effective event landing pages, whether their goal is to boost registrations or drive post-event actions, are designed to encourage immediate action from visitors.

Below, we’ll explore seven examples of outstanding event landing pages and illustrate how you can adapt their techniques to create your own high-converting pages!

Essential Elements for Every Event Landing Page

Before delving into these stellar examples, it’s crucial to establish a solid foundation. After all, you need to master the fundamentals before exceeding expectations. Consider your event landing page as an invitation to a party you’re hosting or an attempt to persuade your friends to join you at an event. What information would they need? What details would be essential to include?

• The Host: This refers to you. Who are you, and what makes you an authority on this subject or qualifies you to host this event? Alternatively, if you’re an affiliate or sponsor, why are you attending and/or encouraging others to register? If you’re hosting, it’s courteous to prominently display your sponsors’ logos - it’s simply good practice.
• The Event: What exactly is this event all about? Conferences can be highly focused on a specific niche, such as, for instance, crafting exceptional event landing pages. Conversely, they can be broad in scope and feature a wide range of attractions, much like SXSW. Ensure your audience clearly understands what to anticipate.
• The Logistics: Where and when will this event take place? While you don’t need to provide the precise address, specifying the city is essential. These details should be prominently displayed on your landing page, ideally adjacent to a CTA.
• The Call to Action (CTA): Speaking of CTAs, your landing page requires at least one, if not several. If your event landing page contains a substantial amount of information requiring users to scroll, ensure they can easily locate a CTA to secure their tickets at any point. Making attendees work for the privilege of giving you money is never advisable. Beyond the information itself, a crucial aspect of your landing page is its shareability. When was the last time you purchased concert tickets solo? Everyone enjoys attending exciting events with friends. Make it effortless for them.

Visualizing Exceptional Event Landing Pages

We’ve curated a list encompassing both registration and post-event landing pages, showcasing how to optimize your pages for maximum event marketing success.

1. Dreamforce

Upon searching for Dreamforce 2019, you’ll land on a page announcing the conference is sold out. However, all hope is not lost! You can still register for the live stream or use a code. By clicking through to the live stream option, you discover you can actually register for free.

Emulating Salesforce’s Success: First and foremost, kudos to Salesforce for maintaining their main page even after tickets sold out. Given the scale of this event, the landing page experience is extensive. Note the top navigation bar, encompassing sections like “Why Attend,” “Schedule,” “FAQs,” and prominent calls to action in the upper right corner. As you scroll down, you gather all the necessary information to proceed to Dreamforce LIVE registration, which resembles this:

The registration page is streamlined due to its free nature but includes all the essential information and a high-quality image (ideally from the previous year, if available) to replicate the feeling of actually being there.

2. CTA19 (Call to Action Conference by Unbounce)

Unbounce excels in the realm of landing pages (offering excellent, user-friendly templates), so it’s no surprise their event landing pages are top-notch. Similar to Dreamforce, this well-attended event benefits from a skilled marketing team replete with landing page experts who contribute to the page’s effectiveness. Before even click through to this page, the event’s “homepage” provides a comprehensive overview encompassing the event’s purpose, date, location, and reasons to attend. The prominent “Get My Tickets” button directs you to a straightforward page where you select your ticket type and proceed to checkout.

Replicating Unbounce’s Approach: Design a unique footer specifically for your event landing page. This allows attendees to add the event to their calendars directly from the landing page or contact you with ease.

3. Mobile Apps Unlocked by Grow.co

MAU by Grow.co is particularly intriguing due to its incorporation of exclusivity - simply purchasing tickets isn’t an option; you need to apply to attend. Only service providers or app marketers are granted access, presenting the first hurdle on this page.

Scrolling down reveals a user-friendly form for providing your professional background. Links to speaker information, sponsors, and the event agenda are easily accessible. Learning from Grow.co: Introduce an element of exclusivity. (Is “FOMO” still a thing?) While not my personal favorite landing page, this tactic proves effective for popular events with limited capacity, like a pizza-making class exclusively for food bloggers. Everyone loves pizza, but participation is restricted to a select group of bloggers.

4. Social Media Marketing World by Social Media Examiner

The event landing page for Social Media Marketing World—admittedly a mouthful—perfectly embodies Social Media Examiner’s brand and features ample text. This is not a negative! Upon clicking through to register, the page clearly outlines available ticket options, interspersed with glowing testimonials from past attendees. The top banner clearly states the event’s location and date.

Scrolling down allows you to effortlessly select your desired ticket type. They even provide an email template to persuade your boss to approve your attendance. Talk about shareability! Emulating Social Media Examiner’s Strategy: Simplify the decision-making process for your attendees. Provide a clear and concise breakdown of what their ticket purchase includes directly on the landing page. There’s nothing more frustrating than having to hunt for basic information.

5. South by Southwest

SXSW is one of the most popular conferences/festivals of the year, making their comprehensive and in-depth event landing pages unsurprising. One aspect they convey exceptionally well? Urgency. Take note of the abundant yellow text and the prominent countdown timer!

The navigation bar is a treasure trove of information for attendees, offering details on the event’s location and schedule, along with sections for sponsors, merchandise, a registration CTA, and other helpful resources. Borrowing from Southwest’s Playbook: Integrate bold colors and countdown timers, especially if you’re planning a price increase or decrease. Alternatively, you can create a sense of urgency with phrases like “limited quantities available!”.

6. Affiliate World Asia

Affiliate World is a big conference circuit catering to affiliates, affiliate networks, and performance marketers/entrepreneurs. Upon landing on their event page, a prominent yellow button urges you to purchase tickets immediately. While not visible in the screenshot, the background features an appealing video of Bangkok.

Beyond the excellent, twice-featured above-the-fold call to action, the chatbot integration is noteworthy. Attendees can directly message the Affiliate World team (who reportedly respond within a few hours), providing a convenient channel for directing registration inquiries to the event organizers. Scrolling further down reveals speaker information, additional “buy tickets” CTAs, and infographic-style statistics highlighting connections made at previous conferences. The registration page emphasizes an impending price increase for passes, further motivating immediate registration. Taking a Page from Affiliate World’s Book: Scrutinize your CTA placements. Don’t force potential attendees to search for ticket purchase options; ensure the checkout button is the most prominent element on your event landing page.

7. Honorable Mention: EventBrite

EventBrite deserves recognition for its platform’s user-friendly approach to event advertising and ticket sales. Their basic template allows you to input all necessary information, share the page with your network, browse similar events from the organizer, or discover other potentially interesting events.

Who’s up for celebrating Meowloween with me?! Following EventBrite’s Lead: Focus on the fundamentals - ensure your event is enticing (or features a catchy enough pun) to attract registrants.

Boosting Attendance with Exceptional Event Landing Pages

We hope these tips prove valuable as you build your next event landing page! Feel free to share any compelling event landing pages you’ve encountered recently or let us know if you’ll be attending Meowloween …