Every event starts with a landing page. It is usually the first point of contact between potential attendees and your event. What 4 functions should a good landing page perform to support your pre-event promotional efforts and increase registrations or sales of tickets?

Informative

A well-prepared landing page should provide a potential participant with all the necessary information about the event - its date, topic, duration and program. It is also advisable to include a short note about the organizer with links to social media, mention of the event's partners and sponsors, and profiles of the speakers performing during the event.

Advertising

Your event's landing page is also its trademark, so it is important to have the right messages to encourage visitors to register or purchase a ticket. Use simple and clear messages and try to use the language of benefits in order to portray to the visitor what they will gain by attending your event.

Visual

A landing page is an opportunity for an organizer to further increase awareness of its brand. The key to success is visual consistency between your brand and the landing page. When you design a landing page, make sure your logo is well exposed on the main banner, and try to keep the color scheme of the page's graphic elements consistent with your brand's visual codes.

Analytical

From the point of view of an online event organizer, this is the most important function of a landing page. Monitoring traffic and conversions on a landing page (e.g., using Google Analytics or dedicated tools offered by event platforms) allows the organizer to gather valuable information about which channels and sources visitors use to access the page. Moreover, thanks to analytics, it is easy to create a sales funnel and observe which sources have the highest potential for conversion. Such knowledge is valuable especially in terms of organizing future events, when organizers already know which activities with which target groups work best.