Engaging Event Registration Site Trends for 2020
As another year comes to a close, new opportunities wait around the corner in the coming year – like your next event. Picture a potential attendee as they visit your event registration page. Are they sitting at a desk with their feet up while drinking a warm cup of coffee? Maybe. However, it’s just as likely they are riding in the backseat of an Uber, going for a morning jog, or walking along a crowded city street. That busy potential attendee needs to glance at your page and understand it in seconds.
Embracing this need for simplification, web designs are moving toward more straightforward interfaces, fewer navigation buttons, and a streamlined visitor journey. When appropriately done, this style of design can increase your registrations. However, you need to understand and emphasize your event’s most significant value proposition to determine what does – and does not – make it into the final design.
As you contemplate your event’s potential registration page, consider the following design trends that will engage visitors and keep your event on the cutting edge.
The Post “Flat Design” Era with Plenty of White Space
Flat design is a minimalistic approach that emphases the user’s experience. Icons are represented with basic two-dimensional illustrations as opposed to trying to replicate a real-world object. Ornamental elements are seen as needless clutter that gets in the way of a simplified user journey. The simple images make it easier for visitors to understand your message, and the white space further improves comprehension.
However, 2020 will see designers experiment with the rules of flat design. One way is to play with the white space, or areas of the page without images or text.
White space has always been a substantial aspect of flat design, but 2020 looks to ramp up the empty areas. Expect to see designs where the white space is considered part of the design, as opposed to a feature that draws attention to the design. The white space itself is an essential element that makes a statement.
All of this white space has another benefit. Because the design is uncluttered, the webpage loads extremely fast on any platform. Whether on a desktop or mobile, fast connection or slow, a webpage with a flat design will load quickly.
Going Off the Grid
Web designers use a grid system to ensure that images and text remain in alignment throughout a webpage. However, while a grid ensures consistency, the orderliness can be a little limiting.
Breaking out from the grid gives designers more creative freedom to create imaginative layouts. This type of design is fun, playful, and can help direct the eye of a visitor toward the content and CTAs that are most important.
However, purposeful asymmetry can look accidental when not done thoughtfully. You may need to play around with elements, such as text, to determine the best ways they can flow around and interact with your grid-breaking features.
This is a trend that bucks the “straight lines only” rule of flat design. An organic shape is anything that doesn’t conform to circle, square, or another recognizable straight-sided shape. Organic shapes are uneven, irregular, and flow from curves to straight lines again and again.
Organic shapes are used to add personality to a website and draw attention to particular areas. When used in combination with an image, organic shapes can add depth while providing a respite from the traditional circle and square shapes.
Vibrant, Bright Colors
The rule of thumb is that shades of blue, red, orange, purple, green, and gray are the best colors for websites. Well, that rule is getting bent as brilliant pastels and electric shades of any color are being liberally applied across event registration pages.
These vivid colors grab a visitor the second your site loads, especially when they saturate the page. As displays across all devices, mobile and desktop, become better able to handle and reproduce a broad range of colors, expect the web designer’s palette to expand even further to brighter and more eclectic colors.
Voice-Activated Virtual Assistants
Chatbots are becoming increasingly proficient at answering questions as we hurl more and more inquiries into their processors. As far as simplification goes, it doesn’t get much easier than simply asking a website a question.
As virtual assistant technology continues to improve, it will become integrated throughout the web, including your registration site. Making this convenience available to visitors will help to increase conversion rates.
Also known as Motion UI, this is a fun way of keeping visitors engaged as they peruse your site. Interaction design utilizes animations that activate when a user performs a specific action. An example of interaction design is a transition. Instead of a click merely opening a new page, you could create an animation that relates to your industry or event. For example, a literary event could look like the pages of a book are opening, or an event linked to aviation could have a plane briefly fill the screen. They’re the star wipes for the modern age.
Another example is having the cursor animate as it moves or activate an animation when it rolls over a specific spot. These are known as microinteractions. They’re fun little details that keep visitors engaged.
Thanks to high-speed WIFI and improvements in streaming technology, the internet has gone from being a pixilated, video desert to an HD, video-friendly powerhouse. You can use video on your registration site to promote upcoming activities, feature speaker Q&As, and highlight past events. You can also create new, animated content that explains your ticket package details and sponsorship opportunities.
Remember, like your website, simplification is the goal. Keep your videos short and to the point. Do not create a 10-minute video and expect it to get many clicks. You also need to give visitors a reason to watch, so be sure to deliver content they cannot get anywhere else. Finally, to maximize their captured attention, place CTA buttons centered in the viewer (but not where they block any important on-screen content).
Like with video content, an animated GIF is an exceptional way to grab a viewer’s attention. An animated GIF conveys information quickly and in a method that catches the eye. Think of it as a moving infographic.
A GIF can convey complex ideas in a straightforward, understandable way. Most visitors will pause to watch a GIF complete its animation, where they otherwise might click away without reading a line or two of text. GIFs also tend to be platform agnostic, meaning they will work across browsers and on mobile devices and desktops.
Building Accessibility into Websites
Event planners are actively creating events that are as inclusive as possible. True inclusivity begins the moment someone first interacts with an event: the registration page. The Web Accessibility Initiative developed standards, known as WCAG 2.1, that explain how to make the web and technology accessible. It covers all disabilities that could affect access to tech, including auditory, cognitive, neurological, physical, speech, and visual.
Extend this inclusivity to the event’s registration form, which should include space for attendees to inform you of any dietary or accessibility needs.
The key to registration website design in the near future is simplification. However, that does not mean boring. In fact, a simple site will grab a visitor’s attention in a way that a complicated one cannot, which leads to greater engagement and higher conversation rates.