How to create an event page that boosts sales & engagement

Your event page has a clear purpose – to make ticket sales. Or, in marketing speak, to convert browsers into buyers. It’s also a place where attendees can learn more about your event’s core personality or brand. Ultimately, it’s often the first impression a potential ticket-buyer will get of your event; something that happens within a split-second of them landing on the page.

These factors 👆 can make this whole event page business feel kinda high-stakes. And to be fair, it is. But thankfully, it’s not that complicated. Here’s how to create a high-converting event page that sings with your event’s personality and captures the hearts of your intended audience. 

Create persuasive, well-structured content

Start your event description with the most pertinent information; the what, where, when, who and why of your event:

• What, where and when – leading with the basics is key when it comes to quickly capturing people’s attention. If they have to read through too much fluff before getting to the facts, they might lose interest or feel confused about what your event actually is.
• Who and why – it’s also so important to touch on who your event is for and why they should be excited about it. What is the most thrilling, unique, or impressive aspect about your event? Make this clear high up in your event description to build a sense of excitement.

Try to write in a style that’s reflective of your event’s personality and ethos. Tone of voice can go a long way in persuading someone that they’re in the right place. Depending on the vibe of your event, you could play around with things like:

• Using wit and fun storytelling in your description (comedy clubs, night clubs, quirky events)
• Using evocative, descriptive, or calming language (nature retreats, yoga classes)
• Using clear, concise, inspiring language (conferences, business talks)

Use clear calls-to-action (CTAs)

The main purpose of your event pages is to sell tickets – so make sure this is really clear in your calls-to-action (CTAs). With Ticket Tailor, you can customise all of your CTA copy in the advanced settings when creating an event. Think "Buy now", "Select tickets", "Sign up", "Register" – whatever fits your event best and is compelling enough to make visitors take action!

Include social proof 

Social proof is basically a fancy marketing term to describe the concept of saying: “Look, other people enjoy our event/product/service, we have proof!” It can come in the form of reviews, testimonials or even video footage of a previous event.

If you run workshops and have lots of great reviews, handpick one or two inspiring quotes to include in your event description. Or, if you run a festival and have tons of amazing footage of a previous event, link to this from your event page – or embed it directly on your page! 

The idea is that: you’ve done the talking in describing how great your event is – now it’s time to prove you’re being honest by handing the mic to previous attendees.

👀 Tip: Ticket Tailor’s event page builder allows you to add custom links to the header of your page. This provides the perfect opportunity to link back to your website (if you have one), or even to a Spotify playlist, Whatsapp community or anything you like - the sky's the limit.

Research shows that displaying reviews on a product page can increase conversion rates by up to 270%. The same logic can be applied to your event page. Got great reviews? Use them!

Create a winning ticketing strategy

There are numerous ways you can use your event page checkout form to boost sales and profits. This is where it’s important to consider what ticket types you’ll be selling, as well as whether you want to sell any extras at the point of ticket sale. From merchandise to drinks packages, meals, and upgrades, there are a lot of ways you can upsell at checkout – how creative you get here is up to you! We’ve seen event creators include everything from deck chair hire to audience participation at ticket checkout – nice 👏.

In terms of your ticketing strategy, consider factors like:

• Whether or not families are likely to attend your event – if so, offering discounted family bundle tickets could be a good idea. Tip: Ticket Tailor has a handy dependencies feature ,which means you can make it compulsory for ticket buyers to purchase an adult ticket to accompany kids.
• Whether yours is the type of event to be attended by larger groups – in this case, you could offer discounted group bookings.
• How receptive your audience would be to Early Bird discounts and tiered pricing (hint: this is a great idea for most types of events!). Tiering your pricing helps to create a sense of scarcity around ticket sales, encouraging buyers to get them now, before prices go up.  Tip: Ticket Tailor allows you to set up sophisticated tiered ticket pricing, which only shows the next tier once the existing tier has sold-out (or is running low).
• Whether some people may only want to attend part of your event – in which case, selling a mixture of say, weekend tickets, single-day tickets and even single event tickets (within your larger event) are all worth considering. 
• Whether elements of your event warrant their own tickets – for example, gaming convention AIRECON sells individual tickets (on top of general admission tickets) for specific role-playing games – as some games require a certain number of players. Even if you’re not selling additional tickets like these for profit, but simply for sign-up/logistical purposes, doing so can improve the overall attendee experience of your event while lowering your admin on the day. Win-win.

Make it visually appealing and reflective of your brand

Your event page is like a digital shop front. Which means:

• It should look impressive, professional and inspiring 💫.
• It should look like it belongs to you and not the ticketing platform you're using (some platforms go very heavy on their own branding on event pages. Not cool in our opinion!)
• It should visually represent your brand – or the ‘vibe’ of your event. The colour palette, typeface and imagery used should speak to the feel and nature of your event.

Ticking these boxes helps to build credibility around your events, grow your brand and – yes – boost ticket sales. One study shows, for example, that a well-designed web page user interface can boost conversions by 200%. Impressive!

Remember that event page builder we mentioned? Now’s a great time to tell you a bit more about it 😌. In a nutshell, we believe Ticket Tailor users should be able to create beautiful, bold and on-brand event pages that feel unmistakably theirs. Which is why our event page builder is designed to give you full control over your listing page and event pages. You can choose from eight beautiful themes and enjoy tons of customisation options – no design degree required, woohoo! Let’s take a closer look…

💫 With the Ticket Tailor event page builder you can…

• Choose from eight ready-to-go themes, providing a beautiful, professional base to work from.
• Customise colours and fonts to your heart’s content, helping to hone your branding and make your page feel authentically you.
• Upload photography – with the option to upload multiple photos to your header, which can be turned into a self-rotating carousel. Don’t have any photos? No problem – there’s a library of stock images available within the builder. And there are some great free stock image libraries out there too, like Unsplash.
• Add links to your header – including a link to your Ticket Tailor store, social channels, and one unique custom link, which could point to your website, Spotify, YouTube channel, or anywhere else you choose. (Although it’s worth noting that if you want your main call-to-action to be ‘Buy Tickets’, it’s best not to overload with too many other options.)
• Customisable layouts – choose from a variety of options, such as full-width or half-width headers, and list or grid layouts for your event listing page.

Take a look around the event page builder & themes >

Creating high-converting event pages – a quick summary

Your event pages have a big job to do. So it’s crucial to put some time aside to help them work as hard as they can. 

Start by making sure you structure your content optimally, leading with the more important information first. Play around with tone of voice until you have a description that tells your story and sounds like you. And include review snippets as social proof of how amazing your events are.

Hone your ticketing strategy so potential ticket-buyers can find an option that suits them, and consider using your event page checkout to upsell, too! Finally, make sure your event page is visually impressive and reflective of your event’s personality. Using Ticket Tailor is, we think, definitely the best way to do this 😌. 

Not signed up to Ticket Tailor yet? No sweat! It only takes a minute and it’s free. Once you’ve signed up, you can start playing around with our event page builder until you’ve perfected your event page design. Trust us, it’s great fun 😃🙌.

Create your free Ticket Tailor account >