Are you ready to master the art of landing pages and watch those attendee numbers soar? Discover the 27 secrets to supercharge registrations that every conference marketer wishes they knew earlier.
Now, let's get to it and unravel the magic together.
Table of Content
- Chapter 1: Laying Down the Foundations of an Conference Landing Page
- Chapter 2: Designing Your High-Impact conference Landing Page
- Chapter 3: Unleashing the Full Potential of Your Conference Landing Page
- Chapter 4: Common Mistakes in Conference Landing Pages (and How to Avoid Them)
- Final Thoughts: Crafting a Memorable Attendee Experience from First Click
Welcome to "The 27 Essential Secrets for conference Landing Pages That Will Double Your Attendee Registration".
Regardless of how long you've been in the digital arena, here's a reality check: the landscape evolves. If you're clutching onto methods from yesteryears or relying on outdated templates that most conference website providers will offer you, it's high time to step up your game and take the control into your own hands. And that's precisely why this guide is pivotal.
Whether you're a digital rookie or a seasoned pro, there's always room for elevation. In this comprehensive guide, you'll unearth a reservoir of knowledge and tactics - from planning to launching landing pages that don't just look good but perform phenomenally.
Chapter 1: Laying Down the Foundations of an conference Landing Page
Hear me out. Even the sharpest conference maestros need a refresher once in a while. With a digital realm that's forever shifting, taking a moment to revisit the classics isn't just wise—it's essential.
So, let's push aside the jargon and digital fluff, diving straight to the heart of it: What truly makes a landing page?
At face value, one might say a landing page is just the first page an attendee sees upon landing on your website. But let's not kid ourselves—that's barely scratching the surface. Relying solely on your homepage as your landing page, particularly when you're funnelling specific traffic, is like watching your marketing budget evaporate before your eyes.
A genuine landing page? It's your conference's digital storefront. Crafted with purpose, it's where potential attendees transform into eager participants.
Whether you're looking to snag email sign-ups, promote your latest summit, drum up excitement for an upcoming conference, or even a webinar—the crux remains the same. Your landing page is the command centre, directing and moulding your web traffic towards that singular mission.
Types of Landing Pages: The Perfect Ensemble
Every conference has its unique flair, and one landing page template won't fit all. Here's a rundown of landing pages to ensure your message hits the right note:
Think of this as your digital welcome mat. Primarily, the splash page stands between a visitor and your main site, typically hoping to grab email addresses right off the bat.
But let's be candid: in many cases, splash pages fizzle out. They can become more of a roadblock than an entrance, lacking the depth your attendees crave. Unless you're dealing with a die-hard group of conference enthusiasts, a splash page might send them clicking away faster than you'd like.
From my experience? Sidestep the splash. If you're eager for that first touchpoint, perhaps a subtle popup might do the trick.
Here we have the crown jewel of landing pages. Its name paints a clear picture: it's all about 'squeezing' out precious data from potential attendees.
Top of the list? Email addresses.
Your email list is your golden ticket, and squeeze pages are meticulously designed to entice visitors, getting them to spill their email in exchange for something irresistible. Maybe a sneak peek at your conference's line-up, a downloadable conference planner, or a special insider's guide.
This one wears its heart on its sleeve—it's all about sealing the deal. Sales pages hit home with attendees already familiar with your brand, but the right pitch can turn a newbie into an enthusiast. They build up the value, throw in that dash of urgency, and elegantly guide the visitor into securing their spot at your next big conference.
With this fresh perspective on landing page types, let's delve deeper into crafting that magnetic landing page every conference deserves.
Crafting the Ideal Landing Page: Tools & Timing
In the world of digital marketing, the landing page is a key player. Creating one isn't just about putting together some text and pictures—it's about smart design, planning, and understanding your audience. Here are the main ways you can create one:
Custom Landing Page
This is the tailored approach. Use your own team or hire an agency like ours to make a landing page that fits exactly to your needs using HTML and CSS. Since landing pages aren't as complex as full websites, a good developer can make this happen smoothly.
The advantage here? Full control. You decide everything about the design and function, and you don't have to worry about the ongoing costs that some page builders have.
Landing Page Builders
If you don't have a developer on hand, that's okay. There are plenty of landing page builders out there that provide ready-to-use templates. These are great if you're short on time or if you need to make lots of landing pages. Most of them are user-friendly and use a simple drag-and-drop system.
Here are some popular ones, in no particular order:
- - Leadpages: User-friendly and versatile.
- - Click Funnels: Good for setting up sales funnels.
- - Instapage: Great for testing different page versions.
- - Unbounce: Flexible and easy to adjust.
- - Optimize Press: Popular for WordPress users.
But remember, ease of use might come at a cost. Monthly fees can start from around £25 per month and go up depending on what features you need. Always make sure it fits into your budget and meets your goals.
When to Use a Landing Page
Now you know the 'what' and 'how', but what about the 'when'?
Simply put, use a landing page when you want to:
- 1. Grow your email list.
- 2. Sell tickets or services.
- 3. Get people to sign up for an conference.
- 4. If any of these are your goal, it's time for a landing page!
I hadn't planned to talk about domains in this article, but I've seen some confusion about them. To clear things up: if you can, get a unique domain name for each conference. It looks better and can help with SEO. But you should also have a main domain for your business, where you keep long-term content. From there, you can link to your conference-specific websites. This lets you create tailored content and can give your SEO a boost. If you're looking for a new domain, I would recommend Krystal, we use it here at Presso and it's super easy and cheap to use. Check them out: Krystal.uk
That's our walkthrough of the basics of landing pages. In the next chapter, we'll dive deeper and look at what makes a landing page really stand out and get results. Stay tuned!
Chapter 2: Designing Your High-Impact conference Landing Page
After anchoring down the essence of your target audience, it's time to set sail into the vast ocean of landing page creation. In this chapter, we'll guide you through the intricate dance of designing a landing page that isn't just eye-catching but also an ace converter.
Knowing Your Audience First
In the last decade, I've had countless conversations with conference organisers. One common thread? An undying enthusiasm to get their offer out. But here's the truth, one that I've witnessed cost many their hard-earned cash: Before you even dream of your landing page, there's one paramount step. A step so vital, yet so frequently overlooked.
Understanding Your Audience.
Many sprint towards market launch, bypassing the golden rule of truly understanding their audience. In this rush, they forget a cardinal principle: you can't resonate if you don't understand.
So, before immersing yourself in design and content, press pause. Ask yourself, who is this landing page for? If you're uncertain, you'll likely miss the mark. Your attendees aren't searching for a generic experience. They're seeking a connection, a solution tailored to them. If you're in the dark about their needs, how can you shine a light on their path?
Now, you might be asking, "Where do I start?" Well, let me share what's served me and countless conference organisers:
- 1. Who Are They?
- - Understand demographics but delve deeper. What are their roles? What kind of conferences have they attended before?
- 2. What's Their Struggle?
- - Are they looking for networking opportunities, knowledge, or perhaps a blend of both? What's missing from other conferences they've attended?
- 3. How Does Your conference Bridge Their Gap?
- - What unique value are you offering that others aren't? How does your conference become their solution?
With these answers, you're not just aiming; you're targeting. But don't stop here. Let's notch it up a bit.
Enter the Ideal Customer Avatar (ICA).
Over the years, crafting an ICA has been a game-changer for many of my clients. Imagine a representative moulded from your core audience's traits. This 'persona' is a culmination of their aspirations, challenges, and behaviours. When you create content, you're speaking to this persona. The result? A landing page that feels like a warm, personalised chat over coffee rather than a distant shout in a crowded hall.
To sum it up, you want your landing page to be more than just appealing graphics and catchy text. You want it to be a mirror reflecting your audience's aspirations, struggles, and hopes. Once you've mastered this, the world of high-conversion landing pages awaits.
The Core Ingredients
The moment has come. Let's dive into the actual architecture of your landing page. Regardless of your industry, niche, or the nature of your business, these are the universal pillars that ensure your landing page isn't just “good”, but “irresistibly compelling”:
Every piece of content needs words. But on a landing page? Words aren't just necessity, they're royalty. The narrative here, the way you present your proposition, is the linchpin. Consider this:
- Magnetic Headlines: A captivating headline isn't just recommended; it's indispensable. Think of it as your opening act. Much like people quickly scan a newspaper headline to decide if it's worth their time, your visitors will gauge the relevance of your entire page based on this one line. To ensure they read on, your headline should be:
- - Informative: It orients visitors immediately.
- - Captivating: Draws readers into the rest of your content.
- - Authentic: Matches the content that follows to maintain trust.
At its core, a landing page offers a value proposition: “You give me X, and I give you Y.” If you want visitors to reciprocate, amplify the allure of your offering. Drawing inspiration from "The Godfather" - the cinematic masterpiece, think of it as making them an offer they simply can't turn down. This means your offer should be:
- - Lucid: No ambiguity about what's on the table.
- - Value-centric: Show how your offer addresses a need or pain point.
- - Crisp: While your enthusiasm for your offer is appreciated, brevity often wins.
- - Convincing: Time to put on your sales hat and make the pitch.
Distinctive Edge (POD)
If you're uncertain about your unique value proposition, don't expect your customers to magically figure it out. Highlight your POD: Point of Difference. This is your signature move, the secret ingredient that differentiates you from the sea of competition. It's the stamp of your authenticity, uniqueness, and the assurance that you're in a league of your own. Infuse your POD throughout your landing page. It doesn't just add credibility but can be the gentle nudge that converts an unsure visitor.
Crafting Persuasive Landing Page Copy
When preparing the script for your landing page, consider these fundamental principles:
- 1. Simplicity is Key: Abandon convoluted jargon. Opt for clear, comprehensible language.
- 2. Economy of Words: Brevity wins. Be concise, prune excess words, and retain only what adds value.
- 3. Craft for Skimming: Understand that visitors often skim. Enhance readability with bullet points, subheadings, pertinent data, and bolded essentials. Large text blocks? Evade them.
- 4. Readable Typography: Employ legible fonts and appropriate sizes. Remember, if readers need a magnifying glass, they'll likely pass.
The Art of Visual Communication
While the essence of your message is paramount, a textbook-like appearance won't do you any favours. An impactful visual narrative can escalate the professionalism of your landing page, intensifying its value and boosting conversions by up to 300%. Let's delve into the visual components that can amplify your landing page's appeal:
- - Photography: Precision is crucial. An image that resonates with your proposition is gold. However, avoid adding visuals for mere aesthetic appeal; it dilutes the message. Eschew generic stock photos—opt for bespoke, authentic captures. They resonate more with discerning visitors.
- - Charts: Confronted with voluminous data in your content? Transform that into custom graphic charts. They offer a visually engaging and straightforward representation, sparing your visitors from data fatigue.
- - The Power of Hue: Colour isn't mere decoration—it influences perception. Harnessing the nuances of colour psychology can elicit desired emotional responses. Aiming for trust? Blue is your ally. Want to induce purchase excitement? Red can stoke that fervour. However, moderation is vital—limit your palette to three colours to maintain a cohesive visual narrative.
- - Directing Arrows: No subtlety needed on landing pages. For emphasis, opt for conspicuous, bold arrows. Guide your reader's attention effectively, bolstering your conversion strategy.
- - Embrace White Space: As counterintuitive as it sounds, sometimes less is indeed more. Strategic white space offers visual relief, enhancing content comprehension—resulting in a documented 20% increase in user understanding.
Guidelines for Stellar Visual Selection
When curating visuals for your landing page, adhere to the following principles:
- 1. Purpose-driven Visuals: Every image, icon, or illustration should serve a tangible purpose. Whether underscoring a salient point or drawing attention to your CTA, ensure each visual isn't merely decorative but enhances your message.
- 2. Uncluttered Designs: Minimalism can be potent. Avoid overwhelming visitors with excess visual stimuli. The key is to streamline your design to amplify focus and boost conversions.
- 3. First Impressions Matter: Visitors assess and form opinions in a mere 0.05 seconds upon landing. If your visual aesthetics don't captivate instantly, potential customers could veer away. Evaluate your page from an objective lens and introspect: "Is this a landing page I'd engage with?"
Your Call-to-Action (CTA): The Page's Epicentre
The crux of a landing page lies in its CTA. It's the pulse that dictates visitor engagement and drives the desired action.
Human nature craves direction. Guide your audience, illuminating the benefits and value of your proposition in a manner that feels irresistible.
- - Boring CTA's: “Sign up now” (ambiguous and lacks value representation).
- - Exciting CTA: “Boost your website traffic today!” (explicit, highlighting the immediate benefit).
Crafting an Effective CTA
To ensure your CTA resonates and prompts action, consider these guidelines:
- 1. Clarity Above All: Be explicit. Don't leave visitors guessing your intention or the benefits of engaging.
- 2. One Request, One Action: Simplify the journey. Asking users to perform multiple actions can dilute engagement and might deter them.
- 3. Offer Assurances: Incorporate guarantees, be it a risk-free assurance or a confidentiality pledge. Minimising perceived risks enhances trust.
- 4. Colour Psychology: While there's no universally perfect hue, opt for bold, contrasting colours for your CTA buttons. Such choices often see a spike in conversion rates.
The Digital Backbone: Landing Page Tech
While the visible components of your landing page (like copy and visuals) play an undeniable role in engagement, the invisible yet vital technical aspects provide the very foundation. A slip in this arena could lead to a ripple effect, jeopardising the entire user experience.
Technical Excellence: Best Practices
- - Adaptable Design: Since 2016, mobile internet browsing trumped desktop usage. Consequently, a majority of your audience will engage via mobile devices. Ensure your landing pages fluidly adapt across devices - be it a smartphone, tablet, or desktop. To test this, open you website in Chrome or Firefox. Right click on the screend choose 'Inspect' from the dropdown. At the top, you can now choose between devices to see how it will look across Desktop 'Responsive at 1440px' and Mobile, fx Iphone 12.
- - Comprehensive Testing: Before you unveil your landing page to the world, initiate a meticulous testing phase. Rally your team to conduct cross-browser and cross-device assessments. Aim for consistent excellence, whether someone's browsing via Chrome on Android or Firefox on a MacBook. To test your current ranking, go to Page Speed Insights, enter your website URL and run the test for both mobile and desktop. Spoiler: You want all the circles to be as close to 100 as possible and at the bare minimum in the green. If they're not, you have work to do.
- - Informed by Analytics: Knowledge is power. An efficient analytics system integrated into your landing page's architecture is crucial. Without robust data, optimising for higher conversions becomes a shot in the dark. At Presso we use, and recommend using, a GDPR compliant solution like Fathom Analytics. Note: If you are base in the UK and EU, Google Analytics, even GA4, might not be compliant and you could risk severe fines.
Preparation Meets Opportunity: With the foundation firmly in place, our upcoming chapter delves into harnessing your landing page's potential. Brace yourself for tried-and-tested strategies to amplify conversions and maximise engagement.
Chapter 3: Unleashing the Full Potential of Your conference Landing Page
Getting The Most Out Of Your Landing Pages
You've successfully built your landing page, carefully curating its content and design. Now, it's time to refine and enhance it for peak performance. Optimisation, in landing page lingo, means iteratively tweaking your page to offer greater value to your visitors, converting more of them. But how do you undertake this transformation?
Testing: The Cornerstone of Optimisation
The best way to find out if a change works? Test it. Intuition is valuable, but data-backed decisions often yield the most favorable results. Don't be surprised if the most unconventional change achieves the highest conversions. There are two main methodologies to rely on:
A/B Testing (Split Testing)
A/B testing is like hosting two conferences with just one variation, observing which garners a better reception. In the context of landing pages, it involves creating two versions differing in a single element, like a headline or button color. These versions are then exposed to your audience to determine which achieves better results.
For instance, HubSpot's experiment revealed that a red CTA button received 21% more clicks than its green counterpart. Such insights, though seemingly minor, can have a profound impact on your conversion rates.
There are numerous elements on a landing page you can evaluate through A/B testing. Some of these elements include:
- - Headline
- - Offer copy
- - Call-to-action
- - Color schemes
- - Font size and type
- - Button dimensions and color
- - Imagery
- - Promotional offers
- - Additional bonuses or incentives
After concluding an A/B test and determining the superior version, utilise the winning element as your baseline. Subsequently, perform another A/B test on a different component.
Repeatedly test and refine until your landing page is optimised for maximum conversions. Essentially, it's an iterative process to perfection.
Multivariate Testing: A Comprehensive Evaluation
Envision multivariate testing as the advanced level of A/B testing. While the core principle remains the same, multivariate testing evaluates numerous variables across several page versions simultaneously. It's analogous to contrasting myriad conference versions to discern the most effective blend.
Instead of the binary A/B comparison, multivariate testing could involve analyzing a multitude of landing page variations concurrently. It's a favorite among marketers since it accelerates the optimisation process. However, its comprehensive nature requires meticulous setup and a higher level of commitment, so be certain you're equipped for the task.
A Structured Approach to Testing
Every scientific endeavor thrives on a systematic framework, and your marketing experiments should be no different.
- 1. Pose a Query: What is the core objective of your test? What insights are you aiming to glean?
- 2. Formulate a Hypothesis: Anticipate the results. What outcomes are you projecting?
- 3. Execute the Test: Deploy the changes and monitor the reactions.
- 4. Analyse and Conclude: Evaluate the performance metrics. Which version of the landing page excelled?
Cycle back to the start and delve into a new inquiry. Maintaining this rigorous structure ensures that your landing pages undergo constant improvement, pivoting around various hypotheses and yielding enriched outcomes - translating to amplified conversions.
Leveraging Scarcity: Harness the Power of FOMO
One potent strategy to elevate your landing page's effectiveness and heighten conversions is by deploying the principle of scarcity, commonly referred to as FOMO (Fear of Missing Out) in today's digital age.
Dr. Robert Cialdini, in his renowned marketing book "Influence: The Psychology of Persuasion", lists scarcity as one of the pivotal "principles of persuasion." The essence of scarcity revolves around generating a pressing sense of urgency, nudging visitors to seize your offer promptly. This technique capitalises on an individual's innate dread of losing out on valuable opportunities. By setting boundaries on your offers or highlighting their fleeting nature, you ignite a spark of apprehension in your audience, pushing them towards quicker, affirmative actions.
Here are some exemplary methods to manifest scarcity on your landing page:
- - Stipulate a validity period for your promotions.
- - Introduce flash sales with tight timeframes.
- - Incorporate dynamic countdown timers.
- - Announcements like "Last Chance to Join!"
- - Flag the limited stock with prompts like "Only X items remain at this price!"
- - Alert visitors with statements such as "Purchase before X to secure the current rate!"
Time and again, the effectiveness of scarcity in bolstering conversion rates has been empirically validated. Top-tier marketers swear by its efficacy. To remain competitive and align with industry best practices, integrating the element of scarcity is imperative.
Harnessing the Power of Video
Video is a powerhouse when it comes to ramping up conversions. When wielded effectively, video can elevate landing page conversions by a staggering 80%. Here's why videos can be transformational:
- - They captivate visitors, keeping them engaged on your landing page longer, thus giving you more time to convey your message.
- - Professionally crafted videos amplify trust and credibility. When your video exudes professionalism, it casts a favorable light on your brand.
However, a word of caution: videos are not a panacea. They're not a magic elixir you can sprinkle on an underwhelming landing page and expect miracles. Videos boost conversions when they enrich the user experience and offer palpable value.
Contemplate on how a video can elevate your landing page's essence. Whether it's a succinct explainer video elucidating your offer, or a candid chat with your CEO that humanises your brand, invest in producing a video that resonates and impresses.
Microconversions: Every Small Step Counts
While the ultimate conversion - be it an email sign-up, conference registration, or a sale - is the end goal, it's the culmination of numerous smaller steps, known as microconversions.
You might visualise conversions as the summit of a mountain. But to scale that peak, there are numerous base camps (microconversions) you must reach first. For instance, if analytics reveal visitors linger on your site for a mere two seconds before bouncing off, optimising your primary CTA isn't the most prudent first step. A more strategic move would be to entice visitors to dwell longer on your site.
Comparing microconversions with macroconversions is akin to setting a grand five-year vision and then segmenting that into smaller, actionable milestones. While the overarching goal remains paramount, it's the incremental achievements that propel you toward it.
Optimising Your Landing Page for Search Engines
Navigating the ever-evolving landscape of SEO can be a challenge. However, some timeless principles remain. Here's a guide to ensuring your landing pages are both user and search-engine friendly:
1. Humanise Your Copy
Decades ago, a site's ranking on search engines was significantly influenced by keyword density. Fast forward to the present, and we see a stark contrast in best practices. While some may be tempted to overstuff content with keywords in a bid to climb search engine results pages (SERPs), it's a strategy that can backfire.
Modern search engines prioritise readability and user experience over sheer keyword volume. The mantra is simple: write for humans, not algorithms. Naturally weave in long-tail keywords where they fit contextually. If you find this difficult, it might be a sign you're targeting misaligned keywords.
2. Prioritise Relevance
Relevance plays a pivotal role in your landing page's search engine standing. It's essential that what users find on your landing page aligns with what they anticipated when clicking through.
For instance, let's take a different industry to drive this point home, if you advertise insights into 'making money online' but redirect users to a landing page focused on 'home organisation tips', it creates a jarring disconnect. Not only does this inconsistency harm user trust, but it also negatively impacts your search engine rankings.
In essence, ensure coherence between your ad text and landing page content. Keeping relevance and consistency at the forefront of your landing page creation process will keep both your audience and search engines content.
Driving Attendees to Your Conference Landing Page
Crafting an exquisite landing page is half the battle. The other half? Ensuring that your target audience actually lands on it. Here's a strategy roadmap for conference organisers to amplify their reach:
Diversify Traffic Sources
Amplify your landing page's visibility through various digital channels. Here are some tried-and-true methods:
- - Facebook Ads: Tailor your campaigns towards professionals or groups interested in your conference topic.
- - Google AdWords: Target keywords related to your conference, like “tech conferences 2023” or “marketing seminars near me.”
- - Webinars: A pre-conference teaser or insightful webinar can build buzz.
- - Content Marketing: Publish articles or blogs relevant to your conference theme or speakers.
- - Strategic Partnerships: Collaborate with influencers or industry leaders for mutual promotion.
- - Affiliate Marketing: Offer incentives to those who can drive attendees your way.
- - Email Campaigns: Reach out directly to your database, ensuring consistent branding and messaging.
Remember, cohesion is king. If you're promoting your conference via email, make sure its design mirrors that of your landing page. A misaligned look can sow confusion, causing potential attendees to drop off.
Harness the Power of Social Proof
Peer influence isn't restricted to schoolyards. In the world of conferences, a nod from a trusted source can significantly boost registrations. Humans innately seek validation, and knowing that renowned professionals or peers endorse an conference provides that.
Integrate testimonials, reviews, or feedback from past attendees into your landing page. Display logos of prominent sponsors, past participating organisations, or key speakers to bolster your conference's reputation. This not only builds trust but also increases the chances of securing more registrations.
Tailoring Your Landing Page to Different Audience Temperatures
Imagine serving a well-done steak to someone who ordered it medium-rare. It's a recipe for disappointment. The same principle applies to conference landing pages: the "temperature" of your traffic should align with the content and messaging of your landing page.
Types of Traffic Temperatures
- 1. Cold/Tinder Traffic: These are individuals who have little to no knowledge of your conference. Consider them "swipe-right" potentials, influenced by their first impressions of your landing page.
- - For this audience, focus on generating curiosity and presenting key benefits of attending. You're introducing your conference brand, so keep it welcoming but not overly intimate.
- 2. Warm/Second Date Traffic: Think of this as a second date; they're familiar with you but need more convincing to fully commit.
- - Perhaps these visitors have seen your conference advertised but haven't registered yet. Highlight in-depth content, like speaker profiles or workshop summaries, to offer a richer understanding of the conference's value.
- 3. Hot/Netflix and Chill Traffic: These are your loyal attendees or those highly engaged with your brand.
- - For these folks, make it personal. They're likely looking for more than just surface details—perhaps exclusive add-ons or behind-the-scenes content.
The Art of Matching Temperatures
If you present a "Hot/Netflix and Chill" landing page to a "Cold/Tinder" audience, they'll likely find it uncomfortably forward. On the flip side, treating a warm or hot audience to a basic landing page might make them feel unrecognised.
As a conference organiser, your task is to segment your traffic effectively and serve landing pages that precisely match your audience's familiarity and engagement level with your conference. The design, messaging, and offers on your landing page should be optimised to resonate with the specific type of visitor, ensuring you build on the relationship you have established—or are establishing—with them.
Chapter 4: Common Mistakes in conference Landing Pages (and How to Avoid Them)
Throughout "The 27 Essential Secrets for conference Landing Pages That Will Double Your Attendee Registrations", our primary focus has been on strategies and techniques to elevate your conference landing page game. But in this chapter, let's pivot to explore the common pitfalls – essentially, what you should steer clear of.
1. Overloading With Visuals: A Feast or Famine?
- - Mistake: Adopting the "more is more" approach by cramming every image, infographic, and artwork related to your conference on one page.
- - Solution: For landing pages, simplicity reigns supreme. Cluttered visuals can be overwhelming and divert attention from the primary message. Prioritise essential and impactful visuals, ensuring they enhance your messaging without overshadowing it.
2. The Never-ending Story: Avoiding Textual Overwhelm
- - Mistake: Displaying lengthy and uninterrupted chunks of text that could rival a novel.
- - Solution: While content-rich pages can be beneficial, they need to be digestible. Format the text to be easily scannable—use bullet points, headings, and break up longer paragraphs. Remember, while detailed content about your conference is important, you don't want it to become a deterrent.
3. Vague Offers: The Ambiguity Abyss
- - Mistake: Having a landing page where attendees are uncertain about what they'll get by signing up or what they stand to benefit from the conference.
- - Solution: Your offer needs clarity and emphasis. It should clearly convey: “By signing up, you're securing a spot at [Conference Name], the premiere conference that offers [Specific Benefits]”. Remove all ambiguity; make it clear why registering for your conference offers immense value.
4. The Obstacle Course: Don't Make Them Jump Through Hoops
- - Mistake: Overwhelming visitors with multiple calls-to-action (CTAs) like signing up for newsletters, following on social media, registering for the conference, purchasing conference merchandise, and more.
- - Solution: Streamline your CTAs. When it comes to landing pages, less is genuinely more. Define your primary goal (usually conference registration) and design your CTA around it. Make it easy for attendees to commit and follow through.
By evading these commen pitfalls, conference organisers can craft a landing page that not only entices potential attendees but makes the registration process seamless and compelling. Remember, the goal is to make your conference irresistible and the registration process a breeze.
I hope that you got a great deal of value out of this eBook and you're ready to put all these actionable guides into practise! But that's not all - while we couldn't cover everything in this one guide as it would have taken several volumes and naturally you probably have further questions, we'd be happy to jump on call and discuss what it means for your next conference, at no charge, and with no obligations, just keep ready to find out how.
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