In our latest ASP webinar, our Head of Search Performance, Jon Monk shared insights on User Experience (UX) and Conversion Rate Optimisation (CRO) tailored specifically for events websites. Jon highlighted the transformative impact of optimising UX and CRO on user engagement, conversions, and even organic search rankings.

• User Experience (UX): Ensures that website navigation is intuitive, enjoyable, and functional.

• Conversion Rate Optimisation (CRO): Uses techniques to encourage desired actions (like ticket purchases and subscriptions), optimising each element for maximum impact.
   

• Increased Engagement: Users stay on sites longer when navigation is smooth and content is engaging.

• Higher Conversions: Clear CTAs and optimised pages drive registrations and sales.

• SEO Boost: Google rewards sites with strong UX and CRO due to lower bounce rates and longer engagement times.
   

Customer Journey & Google Search

• Users often start with a Google Search rather than the homepage, making it crucial to ensure that meta titles and descriptions align with user intent.

• Best practice - incorporate strong keywords and CTAs like “Register Now” or “Learn More” directly into search results to set clear expectations.

Targeting Specific User Interests

• Many event visitors have specific interests (e.g., audio tech, cybersecurity). Tailoring landing pages and navigation to these interests makes it easier for users to find relevant content.

• Best practice - create dedicated pages for each major interest, linked directly from the homepage or search results. This reduces frustration and improves conversions by directing users to the most relevant content.

Event Homepage Optimisation

The homepage should immediately communicate the event’s value, with clear CTAs and engaging visuals.

• Homepage Checklist:
  • Mobile Optimisation: Ensure CTAs are visible and accessible on mobile devices.

  • High-Contrast CTAs: Consistent and prominent CTAs (like “Register Now”) encourage action.

  • Social Proof: Display exhibitor logos, testimonials, and speaker highlights prominently.

 

• CES.tech Homepage Analysis:
  • Hero Section: The CTA should be prominent and action-focused (e.g., "Register Now for CES 2025"), with simpler visuals to keep users focused on the CTA.

  • Navigation & Header: Ensure important sections are easy to find, and avoid overcrowding.

  • Social Proof and Key Attractions: Feature logos of prominent exhibitors and well-known speakers to build trust and attract attendees.

  • Best Practice: Place relevant CTAs under each event highlight to prompt deeper interaction.

Registration Form Best Practice

An optimised registration form is crucial for converting interested visitors into confirmed attendees.

• Registration Form Checklist:
  • Simple, Intuitive Layout: Only request essential information.
  • High-Contrast CTAs: Keep buttons visible and consistent throughout the form.
  • Visual Consistency: Align the form design with the main website to maintain trust.
  • Mobile Optimisation: Ensure the form is responsive, with easy-to-tap buttons on smaller screen
  • Error Handling: Use real-time validation to reduce errors and drop-offs.
  • Save Progress Feature: Allow users to save their progress in multi-step forms.
  • Progress Indicators: Include a progress bar for multi-step forms.
     

• Google Analytics and Tag Manager are valuable tools to track key metrics like bounce rates, CTA clicks, and conversion rates. These insights can identify improvement areas, such as high drop-off rates on mobile.

• A/B Testing for CTA colours and text (e.g., “Buy Tickets” vs. “Get Tickets”) can increase conversions, even with minor adjustments.

For those seeking tailored recommendations, Jon Monk is offering a 1-hour online UX and CRO website walkthrough at a special price of £250. This includes a live site review with a follow-up report detailing actionable improvements.

Improving UX and CRO can significantly increase engagement and conversion rates, helping you make the most of every visit. Following these practices allows your event site to drive registrations and improve your attendees’ online experience.

For questions or to book a personalised walkthrough, please contact: jon.monk@asp.events