Case Study · Events & Training
SM:ILe Communication shows at a glance why the day is worth it
SM:ILe Communication runs B2B marketing events: conferences, Cyber Weeks, webinars and seminars. The main thing people invest when they sign up is time. So the sign-up flow has to show, quickly and convincingly, that the day is worth it.
I'll show you where your shop loses buyers.
The calendar is the real currency
At the end of an event sign-up sits a day blocked out in someone's calendar. For marketing managers that day is valuable. Before they register, they want to know if the programme suits them, who is speaking and who the event is for. The price often matters less. A ticket can be justified from the budget. A day out of the office needs a good reason.
Then there is the range of formats. A free webinar is a small decision, a paid conference a big one. Cyber Weeks and seminars sit in between, each with its own questions. They all run under the same brand and often on similar pages. Give each format its own logic and every sign-up page performs at its best.
Agenda and speakers as the product description
We judged the sign-up flow by one question: how fast can a prospect tell whether the programme suits them? The faster that happens, the more likely they are to sign up straight away. Someone opening the page between two meetings wants to know where they stand within seconds.
For an event, the agenda, speakers and target audience do the job a description does for a product. We treated them that way and checked where they appear on the pages and how easy they are to skim. Speakers and their topics quickly give a sense of an event's level. We looked at free webinars and paid conferences separately. For a webinar, a fast route to sign-up is what counts. For a conference, it is the certainty that the day is worth it, and that comes from more information in the right place.
Time is the real price
At events, attendees pay mainly with their time. In our view, strong sign-up pages answer one question first: is this day worth it? Programme and speakers belong at the top, easy to read and quick to take in. Free and paid formats deserve their own pages, even from the same organiser. That keeps the small decision easy and gives the big one the depth it needs. The split is quick to make and pays off at every event that follows.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.