Have you ever landed on a website and left right away because it just looks bad? No, just me? Can you actually trust a company or organization that seems to not care? Joking aside, I find it hard to want to purchase something from a website that either doesn’t make sense or feels like it’s stuck in 2005.
We think it’s time to design a better event website! Your event page is the last barrier between a potential attendee and a conversion. Let’s make sure that they aren’t getting stuck, lost, or bouncing. Here are some topics to think about while you’re designing your site.
The More You Know:A bounce is a single-page session on your site. In Google Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Knowing your audience gives your site its initial voice and direction. It will guide the way you explain your event and helps to lay the groundwork for how you’re going to construct your content. Figure out what goes where based on who’s actually using the site. Not sure who’s using your site? Good news! Connecting your webpage to Google Analytics can give you all the information you’d like to see.
Brushfire Tip: Did you know you can actually see more about your attendees using Audience Insights inside of Brushfire? It’s time to know more, see more, and reach more. Learn everything there is about Audience Insights today!
Whether an attendee is at the venue, on your social channels, or using your new Event App (wink), they should feel connected to the experience you’re creating. The same should go for every page of your website. Attendees should know that they’re at your event and feel a connection to your brand. Be aware that consistency can get lost as your marketing and creative teams spend months working through multiple versions of your site.
Don’t let your brand lose potency in the process.
It’s easy to get caught up in design, aesthetic, and latest trends. Believe me, we’re right there with you. Ask yourself these simple questions:
Who is speaking?
When is this taking place?
What can I expect from this event?
Make sure the answers are available quickly and often to ensure the attendee never has to work to find information.
Pro Tip: It’s best to not try and complicate the answers to when, what, and who on your site!