Why build event landing pages?by Meeting Application,
Landing page – what’s the point of making one when it comes to a conference? I was thinking about it the other day and I figured out that the main purpose of a landing page is to get people to sing up. This way you can easily build a database of your conference attendees. That’s very important when it comes to making an open conference.
Inviting people using e-mail is one thing, but it isn’t enough in my opinion. Besides that a good landing page gives you a possibility to effectively promote your event using the Internet. And that’s also very good to your popularity among the attendees.
Sometimes your conference audience is made only out of people, that you or your workers personally invited.What’s the purpose of a landing page in this case? Well, you can specify many things that you didn’t put on the invite. You can put some information about all the speakers, you can display the complete schedule of the event or simply pinpoint the location of your conference on some kind of map.
Building a landing page will have good influence on your audience. It can be a source of trust. If I’d have to travel couple of hours to take part in conference, a good, professional landing page would instantly make me think “maybe it’s far, but it’ll be worth it!”. Hell even if I had to simply install an mobile conference application on my smartphone – I would need to be sure, that it’s not in vain.
Now I don’t know if y’all noticed it, but here lies a secret trap. What kind of trap? If you’re landing isn’t up to par – it’ll scare away your potential attendees. It’s a two-edged sword. On the one hand – a good landing page attracts attention and makes people believe that you know what you’re doing. On the other hand if it’s lame then… you know.
But let’s take a minute and ask the scientists. How effective are dedicated landing pages? What makes them work? How to measure effectiveness of one?
Most popular way to see exactly how effective a dedicated landing page is it’s with a conversion rate. This shows you how many people percentage-wise signed up for something described on the page. For example if 100 people saw landing page of your conference and 45 of them signed up for it you would have a 45% conversion rate.
What do you have to do to build an effective landing page? That’s not so simple… But for sure you’ll need to be specific, creative and not overthink the whole thing. Highlight the most important info, keep it simple and get social. According to MarketingSherpa in 2011 almost half of the asked marketers (43%) described dedicated landing pages as “very effective” and 49% of them said that is “somewhat effective”.
I don’t know about you guys, but in my opinion over 90 percent out of 2,673 marketers can’t be totally wrong. The key is to make your landing page a good one. And by that I mean that your page should motivate the visitors to take some desired action.
Last and final question is: how to redirect people to your landing page? MarketingSherpa checked that out as well. It turns out, that the more controlled the connection between the source (from where the visitor clicked) and the landing page, the better results. Most effective ways to direct traffic to your conference landing page is true affiliate referrals and social media site ads. But you can use any means necessary to promote your event.
I know that it takes extra work to prepare a good landing page dedicated to your conference, but it’ll be really rewarding. Choose best conference application and make a best possible landing page! 😉