Your event’s website – specifically the landing page/homepage – is the most critical tool for converting event awareness into converted event attendees. The design of your pages should help achieve this goal with a clear identity and message, an organized information hierarchy and stunning visual imagery.
Your events landing page (homepage) should embody your brand by showing off your brand’s unique identity. The most effective event ticket pages express this identity with both visual and verbal aspects. By pairing typefaces with simple and clear layouts that help to close a sale with a natural registration process, you create a hierarchy. A design hierarchy is a design that guides a user along a specific path towards a single goal.
Having a good visual hierarchy arranges content into whatever you want the viewer to see first, second, third and so on. You can do this with powerful imagery, contrasting colors, or even relative size of each element on a page. Verbal hierarchies work in a similar way in that you can funnel your information available towards a desired outcome. For example, you could present your essential information first, such as event name, date/time/location, and cost, then follow on with further engaging event details such as any speakers, activities or logistics.
Ensuring a good level of usability is essential when putting together all of these elements on your event ticket page. Be flexible with your layouts and make sure your site loads quickly and is easy to use, especially on mobile. Whilst design is important, it shouldn’t lose any usability.
An events ticketing page messaging works alongside its information hierarchy. Attendees are increasingly searching for greater levels of interactivity, entertainment, and engagement. By creating an effective event page messaging you should be able to support a user-defined experience based on trust, which is a key factor in building return and new attendees.
The design of your page is incredibly important when you look to develop levels of trust between your attendees and the whole event experience. Defining what that experience is with a combination of visual cues as well as descriptive text can help to define what your brand message is.
Keeping your brand message consistent throughout the experience from buying a ticket to the event itself is immensely important. It will help fuel future purchases with a clear message when being referred by word of mouth or social media, as well as then hopefully leading to a more significant conversion rate.
Consistent messaging creates a level of interest by focusing on the event’s brand promise (an incredible experience), which can feed word-of-mouth advertising (social proof, recommendations) and increase conversions (registration, ticket purchases). Delivering on that promise converts attendees into advocates for your brand, developing future engagement and reinforcing the brand—which is particularly significant for recurring events.
Event ticket pages seek to spark meaningful, tangible, and comprehensive event experiences. They should depend on a palette of three to five emotionally associated colors. Shades of crimson, navy blue, bright gold, deep orange, vivid magenta, or (more frequently) royal or ultraviolet purple are still commanding palettes both in print and on screen.
Vibrant colors provoke an intense experience, but colors associated with specific emotions (cool for precision or tradition, warm for innovation, neon for excitement) can also emphasize that experience. Contrasting colors for body copy, like black text on a white background, make it easy for potential attendees to skim read and get a quick feel for your event without having to struggle to find information.
The most educational event ticket pages use copy that’s understandable regardless of its surrounding (literal or figurative) noise. Simple typography and iconography allow convenient navigation, and consistently-applied type supports the brand’s visual signals in any environment. On screen, that means it needs to be highly functional – mostly sans-serif font sets for subheads, body copy, and buttons – followed by a heavier display typefaces or even hand-lettered type for headlines.
As for copy in general, using fewer words (but correct words) is still the practice. Properly layered typography (progressively darkening color shades or descending weights for headers, subheads, body copy, etc.) will contrast well for more important content like detailed programme descriptions or guest speaker information.
Captivating brand imagery will strengthen any event tickets page’s brand, message, and call to action. Professional photography fairly dominates a significant amount of large conferences, concerts, and festival pages—but many events of varying sizes may also use interchangeable imagery. These illustrations or icons may arise throughout the site, either as a latent wallpaper or overtly associated with particular event features or actions.
For banners or other hero-level imagery, several brands are dialling back their aesthetic imagery in favor of more dynamic and engaging content (social media walls or video reels). Visually, that means simpler logos with fewer colors (if not completely all-one color) and subtler placement are becoming key. The most common occurrence of this is white logos (or text, or icons) overlaying wildly colorful imagery or video.
Whether your event ticket page uses photography or illustration, it’s always best to hire a professional. This will help you to stand out from thousands of amateur Facebook banners or badly lit photographs of surprised or unprepared people. Creative professionals can always make the most of less-than-ideal conditions, so your next events imagery can be more engaging and shareable!
Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!
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