From Click to Conversion: Digital Marketing & Landing Page Optimisation for Events
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- Event: ASP + MCM Joint Webinar Series
- Date: 23 April 2025
- Speakers: Jon Monk (ASP) & Tom McMahon (MCM)
- Estimated Read Time: 8–10 minutes
ASP and MCM hosted the first in a three-part webinar series focused on improving digital marketing for events and mastering conversion optimisation.
The webinar explored how organisers can align their event campaign strategy across channels—from the first click on a paid ad to final registration on a landing page.
Jon Monk, ASP’s website optimisation expert, and Tom McMahon, CEO of digital agency MCM, delivered practical advice, campaign insights, and creative strategies tailored to B2B and B2C event organisers.
Tom opened with a candid truth: “We specialise in getting bums in seats.” His team at MCM focuses on pay-per-click campaigns and multichannel strategies designed to convert.
Four Foundations of Strong Campaign Creative
Creative Strategy - Go beyond brand fonts and old event images. Craft platform-specific assets that speak directly to your audience’s intent and motivations.
Tailored Platform Execution
- LinkedIn: Excellent for high-intent B2B leads
- Meta (Facebook & Instagram): Great for storytelling and retargeting
- TikTok: Unbeatable reach for awareness, with low CPMs
- Google Search & Performance Max: High-intent and broad reach
- Spotify: A fun, low-cost awareness booster
Real-Time Optimisation - Track which creatives perform best (e.g. speaker quotes, people-centric visuals), then tweak and iterate weekly.
Post-Campaign Learning - Review campaign metrics like conversions, click-through rates, and cost per acquisition to guide your next strategy.
Tom also emphasised a point that many overlook: the audience’s mindset changes throughout their journey. It’s not enough to run one "all-purpose" ad. Instead, create a funnel-specific structure:
- Awareness ads spark curiosity.
- Consideration ads build trust (e.g. with testimonials or agendas).
- Conversion ads push action (e.g. with urgency messaging or discounts).
He also urged marketers to segment by persona. For example, a marketing director may attend to scout new partners, while a product manager wants to learn about tools. Each needs messaging tailored to their motivation. "It doesn’t have to be complex," Tom noted, "but it does have to be conscious."
Speak to Your Audience’s Motivations
Tom highlighted the importance of audience personas. Is your visitor:
- Looking to learn?
- Seeking networking?
- Wanting a fun day out?
Create messaging variations for each. Consider mini-campaigns based on motivations rather than a one-size-fits-all approach.
Match Messaging to Funnel Stage
Tom and Jon both stressed that your creative needs to evolve as your audience moves from:
- Awareness – Introduce the event, its value, or vibe
- Consideration – Use testimonials and social proof
- Conversion – Strong CTAs like “Register Now” or “Final Tickets Remaining”
Jon took over to examine landing page optimisation, reminding everyone: “The website is the extension of your ad. If the message doesn’t match, your visitors bounce.”
Top Tips for High-Converting Event Landing Pages
- Match Ad Messaging to Page Headlines - If your ad says “AI Conference 2025,” make sure that headline appears on the landing page.
- Highlight Key Info Above the Fold - Date, location, primary CTA, and audience suitability should be visible without scrolling—on both desktop and mobile.
- Consistent Call-to-Action Design - Keep CTA button colours consistent and prominent across your site. Use contrast and clarity to drive action.
- Showcase Speakers & Testimonials - People trust people. Show who’s speaking, who’s attending, and what past attendees have said.
- Design for Mobile First - Many B2B events still see 30%+ of traffic from mobile. Don’t lose that audience to a poorly optimised page.
Jon also conducted a live review of real-world websites that appeared in Google results for the search “AI Conference.”
His commentary provided practical insights into what separates a high-converting page from one that loses leads.
What Jon Found (and How to Fix It)
| Problem Area |
Fix |
| Weak headline/message match |
Repeat the key phrase from the ad in your H1 |
| Poor mobile layout |
Design mobile-first; check real-world CTA visibility |
| Hidden speaker info |
Lead with images/names of top speakers |
| Blended or confusing CTAs |
Use one colour for your main action (Register/Book Now) |
| Missing urgency/testimonials |
Add deadlines and quotes higher up the page |
| Confusing pricing sections |
Simplify, highlight best options, use clear language |
| Biased internal reviews |
Ask someone new to test your site experience |
Additional Highlights from Jon’s Reviews
- Make Speakers Visible: Many sites buried high-profile speakers halfway down. Show them off early – their names and companies build trust.
- CTA Clarity: “Register” and “Subscribe” buttons were often the same colour. Choose one action, one colour.
- Urgency Matters: A “Prices rise Friday!” banner placed visibly can drive faster action.
- Test on Mobile: Jon showed how many sites fall apart on mobile, with buried buttons or broken layouts. Always test on multiple screen sizes.
"You wouldn’t expect a shop to hide the best testimonials at the back of the building—yet so many event websites do." – Jon Monk
AB testing is crucial across both ads and landing pages. Test:
- Short vs long headlines
- Testimonials vs speaker imagery
- Number of form fields
- Different CTA button texts or placements
As Tom said: “Think of it like preheating the oven. The more effort you put in before someone hits your site, the better your conversions.”
Both Jon and Tom offered free audits for webinar attendees:
- Free PPC Review – Offered by MCM to identify improvements in your paid campaigns - email tjm@mcm.click
- Free CRO Homepage Audit – Offered by ASP to review your homepage’s conversion effectiveness (see form at bottom of the page to request this) or email jon.monk@asp.events.
Download MCM’s AB Testing Playbook for campaign improvement tips, or reach out for a personalised review.
To maximise your event’s success:
- Build campaigns tailored to platform and persona
- Ensure consistent, compelling experiences from click to conversion
- Keep testing and adapting to learn what works best
The synergy between creative digital marketing and smart website optimisation can drive a significant lift in event registrations. Whether you’re targeting a niche B2B audience or running a large-scale consumer expo, getting this right is the difference between clicks... and conversions.
Watch the Webinar