Struggling to turn website visitors into event attendees? Frustrated by low engagement and high bounce rates? Many event management teams face these very same challenges. The solution? Optimising your event website for user experience, mobile responsiveness, and search engine visibility.
MAKE YOUR SITE EASY TO FIND AND SHARE
Getting your website in front of potential attendees means making it easy to find and easy to share. Today over 50% of website traffic originates from organic search so nailing your search engine visibility is essential.
Think about what your audience wants to know: What is the event about? Who should attend? When and where is it happening? For events, conferences, and festivals, incorporate specific keywords like "conference in [City]," "festival dates," and "event registration" to improve your ranking. Use descriptive meta tags and alt texts for images to boost discoverability.
Additionally, make your event page easy to share. Add QR codes and share buttons so visitors can quickly spread the word. That way, you’re not only answering their questions but also making it easier for them to talk up your event to others.
BOOSTING USER EXPERIENCE (UX)
First impressions matter, and your website's design is no exception. A clunky layout or slow load times can send potential attendees back to the search bar. Did you know that 38% of visitors will ditch a site if they find the content or layout unappealing? To keep visitors engaged and more likely to register or buy tickets for your event, your site needs a clear and intuitive navigation structure.
Your menu should seamlessly guide visitors to the event details – make it as simple as possible. This can be through pop-ups, internal links to the events page, promo videos, or other interactive methods. Great website UX is about blending event details and information with accessibility, personalisation, and branding. An intuitive layout ensures visitors can easily find what they’re looking for and encourages them to take out their credit cards.
IMPROVING MOBILE RESPONSIVENESS
With over 5 billion distinct mobile phone users across the globe, and 54.8% of online traffic and internet activity worldwide coming from mobile devices, having a mobile-friendly site is essential. One of the most common website design mistakes is deploying irrelevant pop-ups, which can frustrate visitors and lower your chances of engagement. Ensuring your site is optimised for mobile means avoiding such pitfalls and providing a smooth, enjoyable experience. Google also prioritises mobile-optimised websites, so making sure yours looks and functions well on any device can significantly boost your search rankings and accessibility.
It’s also important to consider your touch screens, which may involve using larger buttons and ensuring that interactive elements are spaced appropriately. Tip: Use Google’s mobile-friendly test tool to determine if your mobile experience is the best it can be. It can help you see any issues that need to be addressed and guide you in making the necessary adjustments to your website.
A sleek, professional website not only attracts attendees but also entices sponsors. Potential sponsors are more likely to support an event that looks well-organised and has impressive visuals and content – it strengthens your credibility. More sponsors mean more funding and exposure, making them just as crucial as your attendees for a successful event. Plus, a higher traffic volume means more exposure for their brand, making your event a more attractive opportunity.
CONCLUSION
Improving your event website’s UX, mobile responsiveness, and SEO can tackle low engagement and high bounce rates head-on. By ensuring a clear and intuitive navigation, you keep visitors engaged and guide them effortlessly to your event details. Mobile optimisation, including touch screen adjustments and avoiding frustrating pop-ups, enhances user experience on all devices. Finally, boosting search engine visibility helps attract more visitors to your site. With these improvements, you’ll not only capture the attention of attendees but also entice sponsors, elevating your event’s success.
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