Whether you’re promoting an online conference, webinar series, or leisure activities at day spas or golf clubs, it’s super important that your pages show off a unique experience that people won’t get anywhere else. High-converting pages in the events and leisure industry include big, bold images, clear copy and calls to action, and social proof that drives clicks. They’re a great companion to an email, pay-per-click, or social media campaign.
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
A note on COVID-19. These aren’t normal times for vulnerable industries like events and leisure. These benchmarks show what you can expect in stable periods, and they provide insights about how your visitors typically behave (and why they convert). We hope they’ll help you set up your digital campaigns for success—and inspire your rebound. If you’re facing uncertainty, though, we’d like to offer our support. Please take a look at the COVID-19 Small Business Care Package for useful resources to help lessen the impact on your business.
What’s this mean? With a median conversion rate of 4.2%, pages for events and leisure convert higher than the overall industry baseline, and rely primarily on a mix of click-through CTAs (24.4% of the pages we analyzed) and forms (57.4%). How’d we get these numbers? Read our methodology.
On events and leisure pages, click-through CTAs perform exceptionally well. The median conversion is 4.2%, but clicks convert at more than twice this rate (10.5%), so consider using a click-through page to get ‘em interested before presenting your sign-up form.
Our sentiment analysis reveals that pages for games and gambling contain 80% more anger-related words (think elimination, powerful, or unlucky) than the baseline. We see some limited evidence this may correlate with higher conversion rates. Try sprinkling these angrier words through your gaming pages to see if it works for you.
Click-through pages for events tend to use more terms related to surprise (like gratify, marvel, or winner) than other industries do. Our analysis shows some of these pages convert better, so we’d recommend testing out copy and design that creates a sense of (pleasant) surprise. Adding a bonus to your offer can accomplish this too!
Build excitement, secure registrations, and sell tickets—all from a high-converting page that shows off what makes your offering so unique. We’ve created 100+ Unbounce-certified templates to help you get started fast.