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): Focuses on improving how visitors interact with the website, ensuring it’s 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 call to actions (CTAs), simplified journeys and optimised pages drive better registrations, sales and other conversions.

• SEO Boost: Google rewards sites with strong UX and CRO because sites with strong UX/CRO have lower bounce rates and longer engagement times which are positive signals for SEO. 
   

Customer Journey & Google Search

• Often, the first touch point for your users is a google search (not your homepage) - this is why a strong search result is important.

• 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.

• A strong search result aligns user expectations, making them more likely to click through and convert once they reach your homepage.

• Ensure this first touchpoint supports your UX and CRO goals by optimising titles, descriptions, and structured data.

• 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

• Ensure easy access to relevant content. Tailoring the user journey to different interests improves engagement and conversion rates. Visitors find what they need quickly, reducing frustration and increasing the likelihood of further interaction.

• Many event visitors have specific interests (e.g., audio tech, cybersecurity) so we'd recommend creating dedicated landing pages based on these interests. Make sure you make it easy for users to find these landing pages without having to navigate through irrelevant content. 

  • Targeted Landing Pages: Consider creating dedicated pages for each major interest (e.g., “Audio Tech Show”) that users can land on directly from search or the homepage.

  • Clear Navigation: Ensure specific categories are easily accessible from the homepage and menu.

  • Personalised Content Suggestions: Use recommendation sections or banners to guide users based on their interests

Event Homepage Optimisation - Best Practice Checklist

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

Important factors to consider include:

• 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.

If you'd like to know more about how to improve your homepage, view our handy homepage checklist here.

Registration Form Best Practice

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

Here's a quick checklist of things to look out for:

• Simple, Intuitive Layout: Only request essential information from your attendees.
• 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.

If you'd like some more tailored recommendations, our Head of Performance, 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