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How To Craft An Event Page That Sells

Have you ever wondered what it takes to prepare a catchy event page? Consumer insight is an important factor to consider here. Imagine that someone’s looking for something fun to do next weekend. They Google “events near me,” and land on your event page. (Nice work on your SEO, by the way!)

Do you want them to buy a ticket or register for your event right away? Or do you want them to set aside the decision for later?

Of course you want them to commit right away. Because you know how important it is to seize that moment of interest, and inspire page visitors to hit “buy now” before a distraction comes along. The second they close their browser, you may have lost your chance.

Thankfully, you can improve your chances of keeping people on your page—and getting them to commit to your event—by including a few key pieces of information in your listing.

According to Tamara Mendelsohn, head of Consumer initiatives at Eventbrite, she has studied data around millions of transactions on the platform, and conducted extensive research involving focus groups and interviews with hundreds of consumers nationwide. Using this insight, Tamara distilled these three top tips for turning curious page visitors into excited event attendees:

1. Set the mood.

While everyone has their own unique set of interests, our research has found that people often make decisions based on what they’re in the mood to do. Use your event title and description to take advantage of this habit.

Does your event have a romantic component? Play it up! Consider including language around romance or “the perfect date night” in your event description. Will there be dance music or a live performance? Tell visitors that your event is their chance to cut loose with their friends this weekend.

You may even want to consider using keywords around mood to boost your SEO. That way, when that fun-seeking person searches “date ideas”, they’ll find you first.

Other common search themes we found were “things to do with the whole family”, outdoor events, and opportunities to be moving and active.

2. Show them what to expect.

According to our research, the top two places consumers bounce to after visiting your event page are Youtube and Google Images. Why? Because they’re looking for videos and photos that will show them what to expect from your event.

Consumers use these sources to validate that your event will be good, that they will feel comfortable and enjoy it, and that it’s worth putting their reputation on the line by inviting friends. By not including this information on your page, you’re forcing readers to find it elsewhere—and you may be losing sales.

So what are they looking for exactly? On Youtube, it’s usually to learn more about an artist, speaker, or venue that they’ve never seen before. And on Google Images, they’re searching for photos that will give them a sense of your event’s vibe: Does the venue have an upscale atmosphere, or more of a hipster feel? What are people wearing in the pictures?

Keep people on your page by embedding photos and video that answer all of these questions. Take well-lit, professional photos of your space that capture the ambiance. If you’re hosting a musical act, make sure to include video clips or sound bites of performances. Include a dress code, and any other details that give people a better idea of what to expect.

The more confident potential attendees feel about the experience that they’re considering, the more likely they will be to complete the purchase.

“When people are looking for things to do, they want to consume as much information as possible around an event. They want to feel confident that they know what to expect, and that they choosing the experience that best matches how they want to spend their time and money.”
— Tamara Mendelsohn, VP and General Manager, Consumer at Eventbrite

3. Think about transportation.

One of the top things people consider as they decide whether to attend your event? How they’re going to get there.

Including transportation details in your event description will help people make decisions a lot faster. If you’re near a bus line, tell them which one. Is there a parking garage nearby? Include directions to the entrance. If public transportation isn’t an option, consider partnering with a company like Lyft or Uber to give attendees an easy (and safe) way to get to and from your event.

“Including this content on your page not only drives excitement and buzz—it gives people something to share and get their friends excited about, further amplifying the reach of the event.”
— Tamara Mendelsohn, VP and General Manager, Consumer at Eventbrite

Basically, the more you can show event-goers what to expect from your event, the better. Using lots of visual content and rich language helps paint a picture of the experience being offered. This not only keeps people on your page — it builds excitement and ups your chances of landing another sale.

Now you’re a pro at setting up an event page that inspires event-goers to buy. But just in case someone slips through the cracks, we have good news: there are ways you can reach people who visited your page but didn’t make a purchase. Check out our post, “The Surprising ROI of Retargeting for Events” to learn how to use retargeting to remind people who’ve already shown interest to buy tickets or register when they’re ready.

Source: Eventbrite.com

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