How to Create An Event Registration Page that Sells Tickets
April 9, 2021
Driving more traffic to your event registration page is on the minds of all event planners — you'll spend a lot of time and money marketing your event and driving traffic to your event ticketing page.
So ensuring that your event registration website is strong is essential. But how do you build a landing page that is engaging, informative, and persuasive? How do you convert website visitors to event registrants?
In this guide, we will teach you how to create an event registration page that not only converts visitors to event registrants and helps you sell more tickets, but also helps you create a more engaging, focused event website.
Event Page Design: Principles that Drive More Registrations
Your event page should intuitively guide people to your registration page. But how? What are the principles of event page design that drive more registration? We’ve outlined a few of the top principles below.
1. Psychology of Color
Colours are powerful, emotional cues in marketing. They can help your audience see something you want them to see or feel something they want you to feel. Which colours you choose to put on your event registration page and how they are contrasted can not only affect your content’s readability, but can also impact the effectiveness of your content.
Red: Red is a powerful colour that can portray love, terror, aggression, or strength, depending on its context.
Orange: Orange evokes physical comfort in food, warmth, and shelter, and even stimulates hunger.
Yellow: Yellow embodies happiness, cheerfulness, joy, and optimism. Yellow also has a long wavelength, which means it's one of the easiest colours to see.
Green: Green represents harmony and balance. If you’re looking to portray rest, health, and no stress, then green is the colour for you!
Blue: Blue is a well-liked colour that is renowned for its trust, dependability, and reliability. For all of these reasons, blue is one of the most-liked colours across the world.
Purple: Purple is associated with spirituality, imagination, luxury, loyalty, and creativity. It can be a good choice if you want to inspire wonder.
Pink: Pink evokes feelings of softness, compassion, understanding, caring, and unconditional love. Pink is also a sign of hope, but if used too much, it can be draining and be associated with immaturity or a lack of power.
Brown: Brown embodies security, protection, support, and structure. However because brown is one of the most structured colours it can seem boring if used too much.
Black: Black is a colour of control, independence, seriousness, sophistication, depression, or even malice. Black is a great contrast colour, but it’s very powerful, so be careful of using in a way that evokes negativity.
White: White represents purity, cleanliness, peace, and innocence. White is a great colour to use to evoke simplicity and cleanliness, but if used too much, it can leave the page feeling empty.
Tip: No matter what colours you choose to go with on your event page, make sure you use your colours consistently and make sure they align with your brand.
2. The Rule of Three
Whether it’s in interior design, public speaking, or website design, the Rule of Three is a powerful event page design tip you should consider when building your registration page.
What’s the Rule of Three?
Think about some of the most popular childhood fairytales: the Three Musketeers, the Three Little Pigs, the Three Blind Mice, etc. It’s no coincidence. The human brain finds it easy to grasp things, like patterns or information, in threes! The Rule of Three in marketing is simple: structure your information in groups of three.
Pro Tip: Overwhelming your customers with information or giving them too many registration tickets options may overwhelm them. Instead, structure things in threes so people’s brains won’t go into information overload.
3. Use Strong Imagery and Videos
Do you use images and videos on your event registration page? Well, you should! Simply adding images and videos to your registration page can greatly increase your registration conversions!
You can use photos and videos as an opportunity to communicate important information about your event or showcase past event highlights. Are you worried you don’t have beautiful images and videos to add to your registration site? Don’t worry! There are plenty of free stock image sites you can use.
Here are a few royalty-free stock image and video sites to use for your registration page:
Design Tip: No matter what image or video you use, just make sure:
The content is relevant
The content is engaging
The content is not blurry
4. Keep it Mobile Friendly
Going by 2020 data, 68% of all website visits come from mobile devices. Knowing this, you need to ensure your event registration site is mobile friendly! Test your event registration page layout one a mobile decide, tablet, and desktop mode before going live.
Design Tip: Although some website builders automatically optimize your webpages for mobile, it’s important to make sure your designs and page layout look just as good on a computer as they do on a mobile device.
Event Registration Page Copywriting: Psychology that Drives Your Sales
Copywriting is integral to any website page, but especially to a landing page meant to drive conversions. Why? Because writing will be your main vehicle of persuasion for anyone on the fence about registering. However, people don't read the web — they skim. So how do you write a page that will actually get read and be convincing enough to drive registrations for your event? We’ve outlined some ways below.
1. Keep it Simple & Easy
If someone lands on your event registration page, you want the registration process to be as fast and simple as possible. You don’t want them to get distracted or confused with long paragraphs and lots of text. To ensure your page is confusion-free, think about your event registration design from the prospective attendee's point of view. Think about what information your attendees truly need to know about your event and integrate this information throughout your event registration website. Everything else is fluff, so cut it.
Questions to Ask Yourself When Designing your Event Registration Site:
Who is this event for?
Why should people go to my event?
Where is my event being held?
When is my event being held?
What speakers will be at my event?
What does my event agenda look like?
How can people register for my event?
You can always collect attendee information (e.g. attendee email address) later in the registration forms.
Tip: Don’t make your event registration pages overly complicated with too much information, or different colours and fonts. After you build your page, try taking away different aspects to see what you really need to make the perfect experience for registrants. When you can’t take anything else away, your page is at its simplest!
2. Keep it Short
Who wants to read long paragraphs and answer lengthy forms? The answer is no one! So another key to designing a powerful event registration page is keeping it short and sweet.
Here are a few copywriting design tips to help keep your event registration page design short:
Avoid long paragraphs
Use short sentences and call to actions
Don’t cram all your event’s information on top
Avoid the infinite page scroll
Keep the number of pages to a minimum
Keep the number of click-throughs low
Pro Tip: Keeping your event registration page design short and sweet will help you focus people’s attention on the important things (e.g. registering for your event). Keeping your design short doesn’t mean it can’t be fun and engaging. In fact, it still should be. Just make sure you get to the point!
3. Keep it Centered
This may sound simple, but centering important information on your event registration website is key in driving event registrations. Why? Because the way text appears actually affects its readability.
So what information on your website should be centered?
Headers. Centering headers or headlines is an easy way to draw people’s eyes and set it apart from other material.
Important Information. Important Information like event dates and the location should be centered and emphasized with bolding to draw people’s eyes.
CTA’s. Call to actions (e.g. Click here to Register) can be centered to grab people’s attention and drive them to important pages.
Quotes. Important, short quotes from past attendees or speakers can be centered. But if the quote is longer than a few lines, it might be better to left-justify to set them apart.
Pro Tip: Avoid having information on your registration site right-aligned or left-aligned. Keeping everything on your event registration page centered is an easy way to stop people’s eyes from wandering around the page, and control their user experience. But remember do not center everything.
4. Create Urgency
Did you know that creating a sense of urgency on your registration site can increase your sales by 332 percent! That’s huge! But how do you create a sense of urgency on your event registration website when your event may not be for months?
Here are a few ideas on how you can create urgency on your registration website:
Have different ticket types with special pricing (e.g. Early bird tickets).
Communicate a sense of scarcity and ticket sell-out risk.
Offer special promotions and limited-time discounts.
Tip: Add urgency to your writing style. Prospective attendees should understand from the page’s writing the sense of urgency of registering and purchasing an event ticket now, rather than waiting later.
Event Registration Page Examples: Learning from the Best
One of the first things that stand out about ExhibitorLive’s 2020 event website is its bold colors. ExhibitorLive chose to use red to highlight a banner announcement about the Coronavirus, and registration CTA’s.
Hubspot’s INBOUND website uses engaging video and a centered header to immediately grab the visitors’ attention. As the visitor scrolls, the consistent use of the color pink to highlight certain information is impressive.
Elevate uses vibrant, engaging graphics, videos, and color contrast to grab visitors’ attention and drive ticket sales. If you scroll down to the speakers, they even use the Rule of Three, by structuring this section in threes.
Other Takeaways from the Best Event Registration Pages:
Make CTA’s front & center.
Focus on the user experience by integrating frequently asked questions.
Make sure the website is easy to navigate.
Less is more.
Consider colour psychology.
When it comes to building a strong event registration website these design principles and copywriting tips can help planners convert website visitors to event registrants. Whether you follow all of these tips and tricks or only a few, just remember to keep your page consistent with your branding and messaging.
Want to learn how you can optimize the other stages of your event for your event staff and attendees? Schedule a call with CrowdBlink to learn how our technology can help maximize your next event's ROI.
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