Events and Leisure
Search Visitors Don't Perform on Events & Leisure Pages
OVERVIEW
Key Insights for Events & Leisure
Events and leisure marketers use landing pages to advertise experiences and get visitors registered to participate. But if you really wanna bring the hype, you need to use punchy, emotive language that persuades people that your event is a can’t-miss.
What are you searching for?
Most visitors to events and leisure landing pages come from paid search, but they don’t convert as well as you might expect. See why it’s time to change up your channel strategy.
Everybody’s so emotional these days.
Every type of sentiment—from anger to trust—looks to have either a positive or (at worst) neutral correlation with conversion rates. Add some vibes to your landing pages by using more emotional language.
Readability gets registrations.
Easy-to-read copy can help you get more conversions—but it’s gotta be real easy. For best results, try to get your word count under 200 and write short sentences with simple language.
Accelerate results with simple CRO
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Key Insight: Conversion Rate
A conversion rate over 5.2% ranks you among the top performers.
Conversion Rate: 2020 vs. 2021
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the
“box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
Sentiments: 2020 vs. 2021
These types of emotional language saw the biggest change in use (increase or decrease) on events and leisure pages over the past year.
-8.5%
Less Anger Words
+2.7%
More Anticipation Words
-3.4%
Less Surprise Words
Key Insight: Traffic
Your paid search results aren’t cause for celebration.
Nearly half of all traffic to events and leisure pages comes from ads on search engines like Google (47.2% to form-fill and 37.0% to click-through pages). That sorta volume is pretty common across all industries, but events marketers could rethink their strategy.
We looked at how well traffic from different channels performs, and pay-per-click didn’t come out lookin’ so good—particularly for form-fill pages. The median conversion rate shows that only about 1 in 35 paid search visitors (2.9%) actually hit “submit” .
We don’t quite have enough data on other channels to make definitive recommendations, but there are indications that you might benefit from driving more visitors to your pages from social media and email.
Experiment with traffic channels besides paid search. Depending on your campaign goal, we’d suggest trying more social ads to see how the results compare.
Readability: 2020 vs. 2021
Here’s how reading ease and word count have changed on events and leisure landing pages since our last report.
+13.0%
Easier to Read
+0.7%
More Total Words
Events and Leisure
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