Opinion

How to make a successful landing page for your event

The success of an event depends on several factors, but there is no doubt that part of this formula is to convince and persuade guests to attend.

For this to happen it is important to communicate very clearly why this opportunity should not be missed.

Landing Pages are one of the channels most used by Marketing professionals, which, as its name suggests, correspond to the page your visitor will "land" after an action, be it a click on an ad, an email marketing campaign or another.

There are some aspects that differentiate a landing page from a website.

A Landing Page is a web page built to achieve a conversion... an event registration, an e-book download, a sales contact, among others.

Unlike a website, it does not have menus, which implies vertical navigability, using the scroll of your mouse until you find a strong CTA - Call to Action, urging the visitor to take a specific action, such as completing a form.

This way, there are no distractions that could lead your potential client to leave this page without achieving the desired goal.

You can also integrate this form with an email marketing tool to send an automatic thank you email or start an automation process.

A Landing Page exists independently of the website and may be housed in a sub-domain, or in the domain made available by dedicated platforms such as Instapage or LeadPages.

It means, therefore, that you will not have to change your website to make a landing page.

Five Success Factors in a Landing Page

To produce a successful Landing Page, you must consider some elements.

1) Strong heading

Having a strong header at the beginning of your landing page is essential to call your visitor's attention and prevent him from leaving your page without converting.

Ex: "Join the largest National Entrepreneurship Conference with the best World Experts as speakers"

2) Statement of Benefits

Why should your guests attend your event? What will they get from it?

Ex: "This conference will be a unique opportunity to get the opinion of the world's leading experts in entrepreneurship and bet on proven success strategies for 2018."

3) CTA – Call to Action

The call to action is a strong call, which leads the visitor to perform the conversion action.

Ex: "Sign up now and guarantee your presence with 25% discount until December 20th 2017"

You should use mental triggers like sense of urgency, or perception of savings to convince your guest to secure his spot.

4) Context photos | Hero Shot

Context photos or a Hero Shot will allow guests to have a quick view of the event.

Placing a cover photo of the previous year's event by showing a speaker to speak to a sold out auditorium is an example you might consider.

5) Social evidence

One of the most used social evidences are testimonials.

This content confers authenticity by making known in an impartial manner other people's opinion, who, like your guests, participated in the event.

If you have the opportunity, choose to produce short video testimonials as they are more impactful.

Placing event statistics or awards received are also indicators that will allow you to reduce decision risk and maximise desired conversions.

Hélder Pinto, Digital Sapienz Head of Digital Marketing

Tags: Landing Pages, Events, Marketing

16-03-2018