How to Optimize Your Event Website For Usability and Conversion

October 9, 2019

Event professionals and trade show organizers know it’s crucial to create an event website that is not only visually compelling but also easy to navigate and intuitive. We’ve been sharing tips and tricks to help content creators develop event websites that are an end-user’s dream. If you haven’t read about why content creators should care about their event websites, get caught up here

In part two, we’re sharing a few best practices to consider when developing a website that is designed for event and conversion optimization:

Know when to use visual illustration versus plain text.

This decision can be a challenging one. Plain text content allows your copy to be indexed by search engines and rank for specific keywords, but that you should still make visual illustrations a priority on your event pages. Consider alternatives like infographics and full-width data points, or experiment with large type to create contrast and break up your content. Users are 10 times more likely to spend more time on your homepage if the narrative and content is visually enticing, so make sure to design a website that is not only practical but also beautiful and engaging.

Provide a clear call to action (CTA).

You know the old saying that less is more? Think of your CTAs in the same way. They should be concise, brief and to the point. While we love clever CTAs that are unique and differentiate your company, don’t make your users think or create confusion about where the button will lead them. 

Our recommendation for a simple yet effective CTA: Consider simply an H1, maybe an H2 and then a visual action item, such as a button. Don’t over-think this step. Your CTAs should be persuasive and easy to access on all devices.

Sell your event with visuals and strong photography.

Try to use photography that is shot directly at an event, as opposed to using another run-of-the-mill stock photo that half of the industry has on their event websites. While there are diamonds in the rough when it comes to online stock houses, it can take a lot of time to source the right image that supports your brand and sets your site apart from others. 

A trendy approach as of late is using gradient backgrounds or monotone imagery. Give it a shot! Whatever you do, make sure that the photography reflects your attendees, exhibitors and sponsors and make sure that it speaks to your audience. This is key.

Ensure color contrast and accessibility.

According to the Web Accessibility Initiative, the Web is designed to work for all people, regardless of the software or hardware they use, the language they speak, their culture of origin, their physical and mental abilities, and their location in the world. When the Web achieves this goal, its content can be accessed by people with a diverse range of hearing, movement, sight and cognitive abilities.

Take this to heart. Consider leveraging online tools like Contrast Ratioor a WCAG 2.0 Contrast Grid from Eightshapes to enhance color contrast and accessibility challenges for your users. Make sure that your text can be read by all users and is ADA compliant. 

Think about your content hierarchy and white space.

You may not spend much time thinking about the white space on your page. In fact, most of us tend to focus on the copy, graphics and other assets that live on our event websites and not the white space itself. But white space is an important part of website design that can affect your attendees’ perceptions and their subsequent experience on your website.

Adding white space between paragraphs and in the margins has proven to increase comprehension by 20 percent. A large percentage of websites in the event space suffer from this challenge. It’s as simple as establishing a hierarchy between elements like H1-H5, paragraphs, horizontal rules, testimonials and many more. Legibility plays a huge role here.

Don’t forget a contact page.

Have you ever purchased a piece of software and then realized that the only place to contact the support team for more info is Twitter? If so, you know how frustrating it is to dig for contact information and not know when you will receive a response. 

When developing your contact page, don’t include a massive list of names with email addresses and phone numbers. Organize your contact information based on your users’ needs and include the most frequent email addresses upfront. Your future registrants will thank you for making their lives easier. 

Also consider creating a page with frequently asked questions about registration, billing, accommodations, transportation and more. You’ll provide registrants with more of the information they need upfront and save your staff time from having to answer these questions repeatedly.

If you’re looking for a compelling events management and optimization solution that can help take many of these best practices into consideration, take a look at A2Z Events by Personify. Our suite of solutions can help event organizers engage attendees, delight exhibitors and grow their events.

 

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact