NEW YORK - First-time visitors to your event website are looking for any reason to bail. You only get a brief moment - about 15 seconds, according to Marketing Land - to convince them to stay and register for your upcoming meeting.
During these precious seconds, anything that inhibits a smooth user experience works against you. Every detail of your website can make the difference between winning over a new attendee and saying goodbye to yet another visitor.
Three common causes for website bounces are a failure to optimise for search engines, a cluttered site design and a clunky purchasing process. While these mistakes are commonplace, it's relatively easy to avoid them.
Below are five steps we recommend to improve the user experience and drive up ticket sales:
OPTIMISE YOUR WEBSITE
For visitors to become customers, they have to find your website. If you're not showing up on the first page of Google results, the chances of that happening are slim.
The solution? Invest resources to boost your site's search engine optimisation. Organic search is responsible for roughly half of all website traffic and regular optimisation can provide an even greater increase in clicks, according to research from BrightEdge. Dedicate steady labour to this task, whether it's from an employee or a contractor.
MAKE IT ATTRACTIVE & EASY TO NAVIGATE
Your website's design is the first thing users will notice. An overcrowded and complex design will turn them away within milliseconds.
Make sure that your site's aesthetic and layout are in sync with your brand. According to information from Blue Corona, 48% of website visitors cite page design as the top way they determine the credibility of a business. Consider what your visitors are looking for when they land on your website and make it easy to get there.
CHOOSE THE RIGHT IMAGES
The human eye is more drawn to images than words. Google knows this - SEO Tribunal reports that 97% of page-one results on Google contain at least one image.
Choose images that showcase your event experience and place them carefully on the site to draw visitors in. Hiring your own event photographer is a worthwhile investment, but appropriate stock photos can do the job in the meantime.
REMEMBER THAT THE DEVIL IS IN THE DETAILS
When visitors come to your website to learn about your meeting, don't leave them guessing about key details. On any page directing them to register, make sure the event time, date, location and cost are clear. Leaving out this information could keep potential guests from signing up. Don't let a careless omission kill your best chance to seal the deal.
Make it easy for users to register for your meeting with one-click purchasing. According to Barilliance, 28% of people abandon their shopping cart due to complicated check out. Ensure your registration process is streamlined and all event costs and fees are clear upfront. Additionally, don't overlook your mobile. If it's difficult to purchase tickets or register for your event from a smartphone, you're guaranteed to lose some sales.
Your website's first impression is critical to attract - and hold - the attention of visitors. Make your site memorable by assessing every aspect of its design and content, and your event will benefit as a result.
*Ronnie Higgins works at Eventbrite, helping event planners level-up their registration game.