5 key event website elements that drive ticket sales

There’s more to event promotion than blasting your followers with a Facebook invite. Eventbrite and Ticketmaster are not going to market for you. Newspapers, event calendars, and local event listing boards are flooded.

 

The most difficult of task of event promotion is … well … promotion.

 

A website is an important tool in your toolbox. You may reach more people on Facebook. But the ability of social media is very limited. Social media is used drive people to a website for action.

 

A good website provides a registration method and conveys critical information. Here are five website design elements to drive more ticket sales.

 

1. Provide Value

 

Website viewers are incredibly selfish. You are as well when surfing. It’s not a bad thing. Note your thoughts as you surf a website. Just listen.

 

“Why should I click this …. I need to get back to work.”

“Alright, that was painless, tickets bought, close.”

“Everybody claims they are the best .. this link doesn’t even work, and …. I’m done, close.”

 

We all do this. It’s simple time management in a cluttered world.

 

The viewer is risking precious time. The process starts as a win-lose for them. We must provide value quickly with a simple and clean experience.

 

We do this with answers and we’ve know for some time people want:

  • the event dates
  • the location
  • an easy way to register

 

The first glance better provide that information. Here is a great example from the Adobe Summit 2015.

 

1-Adobe-Summit

 

 

 

2. A Clear Call To Action

 

Balance the viewer’s information needs with marketing goals. Let’s keep it simple and honest. The number one goal for the promoter is to sell tickets. Another goal is often acquiring sponsorship.

 

Present these goals as clear calls to action (CTA). We must display these as clearly as we displayed event information.

 

The Indy Big Data Conference does a great job of balancing event information and marketing goals.

 

2-Clear-CTA

 

3. Create Urgency The Smart Way

 

Urgency is a common marketing principle that has been in use for decades. It works.

 

Be careful not to push people into buying. The goal is to prevent them from procrastinating the purchase. Also do not kill your credibility with false cut off points.

 

The challenge is to be creative. Consumers become numb to old marketing tactics. A simple countdown timer has become boring and ineffective.

 

Be honest and let people know how many spots remain. Here is a great example from Neil Patel with Quick Sprout.

 

3-Neil-Patel

 

4. Community

 

A sense of community is important. Crowds tend to behave like sheep and they want to know where the flock is heading.

 

Make them feel special. Nobody wants to be average. Make them part of a movement. People want to connect at these events.

 

The best example of an event community is the World Domination Summit held in Portland, USA each year.

 

4-WDS

 

Another tool that accomplishes a similar sense of community is Tweetbeam which we discuss here.

 

 

5. Highlight Performers

 

The line up of performers or speakers is by itself the value proposition for the price of the event. People want to hear the best.

 

Collision 2015 does a great job of managing website real estate. The event information is clearly displayed with a highlighted yellow buy button. Yet they also highlight speakers.

 

5-Collision

 

It’s ideal if the the speakers or performers are public figures. If not, the Big Data Innovation Summit does a great job of highlighting the recognizable businesses.

 

6-Big-Data-Innovation-Summit

 

Bonus 1: Social Media Mistakes

Do not use precious website space to ask people to follow on social media. Your goal is to use social media to drive them to your website. Do not create circle sales tunnels when we want one directional funnels.

 

 

Bonus 2: Mobile Friendly Websites

Make sure you have a mobile friendly theme. Take the time to grab your phone and surf the event website. Be ruthless as roughly 40% of first time visitors will reach the website with a mobile device.

 

 

Bonus 3: Seamless Registrations

Ensure the buy or registration process is seamless. Grab your credit card and make a purchase. It is worth the investment and it is easy to refund the purchase.

 

 

Bonus 4: Use Hot Customers Wisely

 

Consider a customer “hot” after the purchasing process. They bought and they are happy with the purchase. This is a great time for a social media based CTA. A tweet such as “I’m attending WDS 2015 in June. Join Us” or a Facebook like is a win-win for you and the customer.

 

 

Bonus 5: Smart Sponsor Placement

 

The aim of your website is to convert viewers to buyers. Do not clutter the website with banners of sponsors. You will get a chance to provide value to your sponsors at the event.

 

We love feedback and we love creative examples of the techniques discussed. Please share in the comments.

 

Rafiq is the founder of Crowdflow.io and is on a mission to create technology to help organizers sell out great events.