This webinar explores how to design event websites that don’t just inform - but convert. Led by ASP’s UX Expert, Ben Griffith, it introduces a practical framework based on five key stages: discover, design, trust, convert and measure.
You’ll learn how to reduce friction across the user journey with clear navigation, strong calls-to-action and well-structured, mobile-friendly content. The session also covers accessibility best practice, user journey design and ways to guide different audiences through your site more effectively.
Finally, it looks at how to drive conversions through social proof, urgency and streamlined forms - and how to use tools like Microsoft Clarity and Google Analytics to identify drop-offs and continuously improve performance.
Key takeaways:
Navigation - keep it simple and intuitive (5–7 top-level items) with clear primary CTAs
Key event info - make date, location and value proposition visible across the site, not just the homepage
User journeys - guide different audiences with colour-coded CTAs and consistent design patterns
Calls-to-action - place strategically (hero, mid-page, end) to capture intent at every stage
Mobile-first design - ensure fast navigation, clear layouts and accessible tap targets
Scannable content - use headings, bullet points, visuals and whitespace to improve readability
Build trust - showcase testimonials, sponsors, speakers and attendee stats
Create urgency - use countdowns and time-sensitive messaging to drive action
Optimise forms - keep them simple, clear and accessible to reduce drop-off
Measure and improve - use analytics to identify friction and optimise performance over time
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