Organizing a successful event is no small feat. Having to sell tickets to your event on top of that can make the process even more challenging. That’s why we’ve put together a list of some of our top tips to build an effective event website.
Having an effective event website will not only attract a larger audience, but it will help you increase conversion on the page. These two factors, volume and conversion, will be the two most important variables to consider when optimizing your event website.
When you build an effective event website, you can convince a larger audience that your event is perfect for them, and this will make the buying process as seamless as possible.
Now, let’s get started with some of our favorite strategies for building an effective event website.
Start with the Basics
A major theme that you will see in this post is creating clear and concise messaging. Getting your event’s story in front of your audience in a straightforward fashion will not only help you retain incoming traffic to your website but will inspire trust so that your audience continues through the ticket purchase path.
The first part of creating clear messaging will be outlining the basics of your event. While the below may seem obvious, you’d be shocked at the number of events that forget to include this basic information:
- When – When will your event take place?
- Where – What is your event’s location?
- Who – Who is attending? Who is the event open to?
- Why – Why are you having this event? Is it a conference, fundraiser, social gathering, concert, beer festival, etc.?
Beginning with this information will immediately tell your audience what your event website is about and will start things off on the right note.
Nail Your Appearance and Branding
As we mentioned, including the right event information on your page is crucial. But while having the right information will be important, creating an appealing and well-designed page is a close second – and can be even more important in certain cases.
When building your event ticketing website, it’s hugely important to ensure that you are using an event ticketing or registration platform that not only has appealing event pages but allows you to customize your page.
These customization options will help you design your event webpage so that it is tailored to your specific event, telling your story, but also creating a visual theme that is relevant to you and your event. Specifically, we recommend focusing on a few key features:
- Imagery – Be sure to include colorful, well-designed images on your event webpage to illustrate the event. Is this an annual event? If so, try to find high-quality images from previous years to include. First-time event? Find a few striking images of your venue to get your audience excited. Including the right imagery will paint a picture of your event and give your ticket buyers a preview of the experience that they can expect.
- Branding – Are there certain colors, themes, or logos associated with your event or organization? Include those on your event ticketing website. Leveraging your existing branding will create a continuous experience for your audience and will increase trust and conversion on your page. This continuity will be especially helpful if potential ticket buyers are coming from other channels that use your branding (social media channels, email marketing, organization website, etc.).
- Responsive, Mobile-Optimized Design – Having a mobile-optimized and responsive design will guarantee a seamless ticket-buying experience for your guests, regardless of the channel they are using. Considering the ever-increasing number of purchases that are made on mobile, responsive design is more important than ever.
- Provide a Map! – After being sold on your event, your attendees will want to know how to get there. Including a map on your event page is an easy and visual way of communicating your event’s location to your guests.
We touched briefly on this point at the beginning of the post, but having clear and concise messaging can significantly increase conversion on your site and can help quickly increase ticket sales. Beyond simply telling your event ticketing website visitors what your event is about, it’s important to have clear and concise messaging throughout your page, along with a clear call to action. For the most part, simpler is better. We suggest getting straight to the point without any unnecessary copy.
Strategies to focus on include:
- Clear Call to Action – Whether your call to action is to “Buy Tickets” or simply to “Register” for an event, you should ensure that you make this ask as clear as possible. This call to action can be in any messaging on your event ticketing page, but we also suggest focusing on continuity through all the channels that you are using to promote your event. That means having a call to action not only on your event ticketing website but across social media and email communications as well.
- Buttons – We highly suggest including call to action buttons throughout your page. The buttons should be well-designed and should be a color that stands out from the rest of your page. Finally, make sure you have these buttons in prominent locations throughout your site.
When you are setting up your event ticketing site, creating variety for your audience can help increase the likelihood that they purchase a ticket when visiting. That’s why we recommend offering a variety of ticket types and tiers, each with their own prices, sales dates, and quantities available. Some popular ticket types include:
- Early Bird
- General Admission
When determining different ticket types, you can offer different benefits for each ticket tier, creating exclusivity and higher demand to purchase tickets.
Furthermore, you can leverage different discount codes or access codes that unlock either lower-priced tickets or secret tickets that are available to VIPs only. From here, you could either promote a ticket giveaway or offer a challenge to increase demand.
Create a Sense of Urgency
In order to drive sales, creating a sense of urgency through both your messaging and webpage design can be extremely beneficial. Creating a sense of urgency, or FOMO (“fear of missing out”), will encourage your audience to purchase their tickets earlier and will spur others to purchase tickets before they sell out.
The two major ways to create a sense of urgency on your event ticketing website are to emphasize quantity of tickets available and time left to purchase tickets:
- Quantity Available – Many ticketing platforms will allow you display the number of tickets remaining for each ticket type on your event ticketing website. Showing this quantity will provide a reminder to your audience that tickets are running out, and it will also provide social proof that others have been purchasing tickets at a rapid rate. In response, users will buy their tickets now rather than wait!
- Time Available – Similarly, many pages allow you to display the time left until tickets will no longer be available. This could be in the form of a countdown or simply listing the time left until the ticket sales will end. Either way, showing the time left until tickets will no longer be on sale will provide a stimulus for potential guests to buy their tickets sooner.
Make Checkout a Breeze
At this point, you’ve spent a lot of time creating an attractive and highly converting event ticketing website…now you’ll want to make sure that checkout is as seamless as possible.
An easy checkout process will ensure that none of your ticket buyers leave your site before completing their purchase, allowing you to lock in ticket sales.
When thinking about checkout on your page, keep in mind that (again) simpler is better. Try to reduce the number of steps needed for your ticket buyers to check out so that you don’t frustrate them during the payment process. Additionally, make sure that checkout is quick and easy on all devices.
Embrace Social Sharing
As you can imagine, one of the major benefits of using an online ticketing or registration platform is being able to harness the power of social media. While promoting your event on social media is an effective way to draw in a large audience, social media can also be leveraged after your ticket buyers have made their purchase.
We highly recommend including a post-purchase call to action for your ticket buyers once they’ve completed checkout. Using a ticketing platform that automatically lets your ticket buyers share their ticket purchase on social media and via email will create social proof and urgency. This will encourage the audience of your ticket buyers to consider your event, increasing ticket sales.
After reviewing our suggested tips and strategies, we hope that you feel confident in boosting ticket sales for your next event. A well-designed page should give you the boost you need both in site traffic and volume to recognize a significant increase in sales revenue.