The Ultimate Guide to Turning Visitors into Attendees
A great event landing page isn’t just a digital flyer—it’s a sales machine. If you’re an event organizer, your website’s job is simple: turn visitors into ticket buyers.
But too often, event pages are cluttered, confusing, or missing key elements that drive conversions.
📌 Here’s What You’ll Learn in This Post:
- How to choose the right ticketing system (custom website vs. third-party platforms).
- What makes an event page high-converting – the must-have elements that drive sales.
- How to simplify the ticket purchase process to reduce drop-offs.
- Smart pricing strategies that create urgency and increase revenue.
- Marketing tactics to drive traffic and boost ticket sales.
- How to track and improve your event page performance.
By the end of this guide, you’ll know exactly how to create an event landing page that attracts, convinces, and converts.
1. Choose the Right Ticketing Solution 🎟️
Your event website needs a seamless way for people to buy tickets. You have two main options:
🔹 Custom Event Website – A branded site with built-in ticketing (using tools like Shopify, Squarespace, or a WordPress plugin).
🔹 Third-Party Ticketing Platform – A platform like Eventbrite, Ticket Tailor, or Cvent that handles ticket sales for you.
Pros & Cons:
✅ Custom Website – Full control over branding, no per-ticket fees, and you own attendee data.
⛔ But – Requires setup, and your checkout process must be optimised for conversions.
✅ Third-Party Platforms – Fast, easy, and optimised for sales (Eventbrite’s checkout flow has been shown to boost conversions by 20%).
⛔ But – They take a cut of your sales (fees can reach 10%+ per ticket!).
💡 Pro Tip: If branding is key, but you want a smooth checkout, consider embedding a ticketing widget instead of redirecting buyers to another platform.
2. Craft a High-Converting Event Page 🚀
Once you’ve set up ticketing, your landing page should do the heavy lifting. Every element must work towards convincing visitors to buy tickets.
Must-Have Elements for a Winning Event Page:
🟢 A Clear, Compelling Headline – Make it exciting and informative.
➡️ Example: "InnovateTech Summit 2025 – Where FinTech Leaders Meet"
🟢 Essential Details Up Front – Event name, date, location, and ticket price should be instantly visible.
🟢 A “Buy Tickets” Button That Stands Out – It should be big, bold, and always visible (use a contrasting colour).
🟢 Speaker Lineup & Agenda – If relevant, showcase key speakers with photos, bios, and talk topics.
🟢 Social Proof (Testimonials & Attendee Count) – People buy based on trust.
➡️ Example: "Join 500+ industry leaders at this must-attend event!"
🟢 Scarcity & Urgency Tactics – Show ticket tiers with countdowns or "Limited seats left" messaging.
🟢 High-Quality Visuals & Videos – Use past event images or a short hype video to build excitement.
🟢 Mobile-Optimised Design – 50%+ of ticket buyers are on mobile. Test your site on multiple devices before launching.
💡 Pro Tip: A landing page without an obvious Call-to-Action (CTA) is a wasted opportunity. Your CTA should be action-driven, like:
✅ “Secure Your Spot Now”
✅ “Get Your Early-Bird Ticket Before Prices Rise”
3. Make Buying Tickets Effortless 🏆
A clunky checkout process is the #1 reason people abandon tickets. Keep it simple:
✅ Minimise Clicks – Aim for a one-page checkout or as few steps as possible.
✅ Enable Guest Checkout – Don’t force users to create an account to buy.
✅ Offer Multiple Payment Options – Credit card, PayPal, Apple Pay, Google Pay.
✅ Page Speed Matters – A slow site = lost sales. Compress images and use fast hosting.
✅ Send Automated Reminders for Abandoned Carts – If possible, set up emails nudging users to complete their purchase.
💡 Pro Tip: Add a secure checkout badge (e.g., “SSL Encrypted” or “Secure Payment”) to build trust.
4. Use Smart Pricing Strategies 💰
Your pricing strategy affects not just revenue but also when and how people buy tickets.
Tactics That Drive Sales:
🔥 Early-Bird Discounts – Offer lower prices for a limited time to create urgency.
🎟️ Tiered Ticketing – General Admission vs. VIP (with perks like front-row seats, exclusive networking).
📢 Group Discounts – Encourage teams to attend with “Buy 4, Get 1 Free” offers.
⚡ Flash Sales & Limited-Time Offers – Short-term discounts create urgency (e.g., “24-Hour Flash Sale: 15% Off”).
🔄 Refund & Transfer Options – More flexible policies = more confident buyers.
💡 Pro Tip: Display the number of remaining tickets ("Only 10 VIP tickets left!") to create urgency and drive conversions.
5. Supercharge Ticket Sales with Marketing 🎯
Your event website is live—now what? If no one sees it, it won’t sell tickets. Here’s how to drive traffic:
📧 Email Marketing – Announce ticket sales to past attendees and your email list. Send reminders before deadlines (early-bird pricing, final ticket rush).
📱 Social Media Promotions – Regular updates, speaker announcements, and video teasers. Encourage speakers and sponsors to share with their audiences.
🎯 Retargeting Ads – Use Facebook/Instagram/LinkedIn ads to reach visitors who didn’t buy tickets the first time.
🌍 Event Discovery Platforms – List on Presso, Eventbrite, Facebook Events, Meetup, and LinkedIn Events for extra exposure.
🔗 Partnerships & Influencers – Get industry influencers or speakers to promote your event with special promo codes.
📝 Content Marketing & SEO – Blog about event topics and optimise your site for searches like “[Your Industry] Conference 2025”.
6. Track Performance & Improve 📊
Monitor your ticket sales and web analytics to see what’s working and adjust your strategy:
🔍 Track Ticket Sales Over Time – If sales are slow, ramp up marketing or introduce a promo.
📈 Check Conversion Rates – Are visitors dropping off before checkout? Test different CTAs or a simpler form.
🎯 A/B Test Landing Page Elements – Try different headlines, images, and button colours to see what converts better.
🗣️ Gather Attendee Feedback – Ask why people attended (or didn’t) to refine next year’s strategy.
🔑 Recap: What You’ve Learned
✔️ Custom vs. Third-Party Ticketing: Custom sites offer control but need optimisation; platforms are easy but charge fees.
✔️ Event Page Must-Haves: Clear headline, strong CTA, social proof, urgency tactics, and mobile-friendly design.
✔️ Seamless Checkout: Fewer steps, guest checkout, multiple payment options, and fast-loading pages.
✔️ Smart Pricing Strategies: Early-bird, VIP tiers, group discounts, and urgency tactics.
✔️ Marketing for Ticket Sales: Email, social media, retargeting ads, partnerships, and SEO.
✔️ Continuous Improvement: Track sales, test landing pages, and refine based on analytics.
🎟️ Now go build an event page that SELLS! 🚀