In-Depth Tutorial: “TC3” Event Landing Page

Cabot Wealth Network

A conference is a conference, no matter where or how you hold it. A virtual conference has high appeal for prospects or customers who can’t, won’t, or would prefer not to travel. And now we have better tools and techniques for holding our conferences virtually, providing attendees a much more worthwhile, enjoyable experience. All we have to do is get them to register.

All the bells and whistles in the world will go unheard if you don’t have something spectacular to offer your prospects. You need to catch their attention early and wow them with what they’ll learn at your event and all the benefits of attending. Use proven strategies and techniques to cut through the haze of hesitation to get your prospects to Yes. By designing and deploying a compelling Event Landing Page—and executing it properly—you can move your prospects from maybe to absolutely!

TC3 Event Landing Page, with 3 Ordering Options

With this Template Tutorial, we’ll review a TC3 Event Landing Page that puts its best foot forward by placing its best deal up front. But first, what is a TC3 Event Landing Page? TC3 is our acronym for “Top Choice-3 Pillars,” which means the page is visually presented in horizontal-across-the-page, pillar-like fashion with 3 ordering options. And we’re featuring a TC3 Event Landing Page from the Cabot Wealth Network’s “Smarter Investing, Greater Profits” conference—an event that’s usually held in-person, but was conducted virtually this year.

And what’s the difference between promoting a live event and one that’s virtual? The strategy, it turns out, is much the same to get folks to sign up. Compelling content always comes out on top.

Summit sponsor Cabot Wealth Network has been advising investors on the best stocks to buy since 1970. The Cabot site has a wealth of product offerings, ranging from free daily emails & reports to premium services including over a dozen advisories, two capstone memberships that include a generous bundling of Cabot’s premium advisories, plus a retirement club with its own set of curated premium advisories.

When Cabot executed this TC3 Event Landing Page, not only were they able to successfully conduct their annual event as a virtual event—but they also managed to introduce a new online forum as well. The 2021 Financial Freedom Forum was a new offering from Cabot Wealth Network that would appeal to the same demographic as the Cabot Wealth Summit, so the two events were offered together. With each event jam-packed with information, registrants might have a hard time choosing between the two. With luck—and solid strategy—registrants would go for the bundle. And that’s just what you want a TC3 Event Landing Page to encourage registrants to do.

Now, let’s take a look at Cabot’s TC3 Event Landing Page, and we’ll rank it based on our checklist of core components that can help connect with prospects and make the sale!

Nameplate Header

If you’re like Cabot and most other publishers, prospects for your products and events can come to your Event Landing Page in a multitude of ways including email, site navigation, organic search, affiliate-partner promotions, paid-media efforts, direct mail, and more. One thing you want all Event Landing Page visitors to immediately know is who you are and what’s going on—and the best way to convey your identity is to use a page header that displays your nameplate logo in the context of the event—a succinct, consistent, and effective way to present your brand. When you’re driving page visitors from email messages for a special event such as this, displaying the same logo on your Event Landing Page is a confirming credibility-builder. That gives prospects the visual confirmation they need to know they’re in the right place.

Since this conference/summit/forum is a sort of two-fer, the logos for both the Cabot Wealth Network and the Financial Freedom Foundation appear in a clear, consistent way, although with a somewhat different color scheme than usual. But the typeface they use for each event is same as their respective regular logos. With that visual component consistent, they were free to establish a special color scheme for the events—a compelling combination of the two key colors.

Cabot does the job well with this component of the TC3 Event Landing Page!

Testing Ideas

This event registration page uses a variation of the main logos, creating a connected yet still distinct look. Because the typeface is consistent, visitors to the page will likely make the connection—especially if they got there by way of an email, or from a link on one of the sites. One testing approach would be to use the official logos of both the Cabot Wealth Network and the Financial Freedom Federation as an umbrella over the events. Retaining the main logo and type colors might give the visitor a more concrete connection between organization and event.

Another test might be to retain the compelling blue/green combination in the event’s main title—Smarter Investing/Greater Profits—and keep the main logo style and color palette of the Cabot Wealth Network and the Financial Freedom Federation as a way of reinforcing the brand.

Headline

CWN Headline example

After your nameplate header that identifies what’s being offered—in this case, a two-part conference—you want a direct headline with a sharp hook. The benefit should be clear. In this case, the headline is a direct if: then statement: If you attend this conference, then you’ll get access to the experts. Cabot’s headline clearly states the benefit and sets the expectations.

Additionally, they vary the headline for their capstone Cabot Prime and Cabot Prime Pro members by adding a sentence in the beginning of the headline offering them a special discount. This helps reinforce the value they get from being premium capstone members and encourages them to register for the event.

CWN Headline

Cabot is on the money with its clear, concise, and direct headline.

Testing Ideas

Besides the nameplate header, your headline is likely the first thing a prospect will see when they land on this page. Headline testing can help you find winning or better-performing messages, and you should try testing things such as savings, scarcity, or urgency specificity in your headline. Examples:

  • “Save Almost $100 When You Register for Both Events—and Get Exclusive Access to Expert Stock-Market Analysts.”
  • “Gain Exclusive Access to Expert Stock-Market Analysts and Save 12% When You Register for the Full Conference.”
  • “Seats Are Limited—Register Now for This Conference and Gain Exclusive Access to Expert Stock-Market Analysts.”

Showing the savings, creating scarcity, and implying urgency are all effective strategies to test in this area.

Yes! Copy

CWN Yes Copy

We all like to think positive when we’re promoting an event, a product, or a membership. So Cabot uses assertive Yes! copy that’s written from the prospect’s perspective. That serves to make a direct connection to the prospect and move them one step closer to closing the deal. Of course they want to be among the savvy investors who are learning from expert stock-market analysts—to say otherwise would be folly!

Notice that the Yes! copy encompasses both parts of the Smarter Investing, Greater Profits Conference. Once they hit the big red button (checked by default), they’ll be on their way to registering for the full event.

The Yes! copy is clear, spelling out what the registrant is signing up for, what it includes, and the benefits of registering—and all written in first person. The prospects head into the order clearly informed.

Cabot hits a positive note in the presentation of its Yes! copy.

Testing Ideas

One way to test the Yes! copy would be a visual approach. Examples:

  • Make the checkbox more prominent or stylized.
  • Use bolding and color to call out key components of the conference, or to emphasize the benefits.

Another test route is to work with the wording. Examples:

  • Yes, I want to pick the brains of expert stock-market analysts at the “Smarter Investing, Greater Profits Conference,” at both the 2021 Cabot Wealth Summit and the brand-new 2021 Financial Freedom Federation Forum.
  • Yes! Register me now for the “Smarter Investing, Greater Profits Conference” — the premier online event for savvy investors, to learn where the market is headed and to pick the brains of expert stock-market analysts!

Call-to-Action Copy

CWN Call-to-action

No marketing piece is complete without a call-to-action, or CTA. If you don’t ask the prospect to do something, they might just mosey off to check out other conferences…

Urgency, scarcity, and exclusivity can all be part of a call-to-action. This CTA implies scarcity without stating it directly and underscores the urgency with one of our favorite CTA words: now.

Your CTA doesn’t have to be long and complicated—in fact, it shouldn’t be. Tell the prospect what you want them to do to, and do it in clear, direct language that gets to the point—just like Cabot did.

Cabot gets to the point with a clear, urgent call-to-action!

Testing Ideas

Choose a different point of emphasis for the CTA, and/or change the wording slightly. Examples:

  • “Register Today While Conference Spots Are Still Available!”
  • “Don’t Wait! Register Now While Conference Spots Are Still Available!”
  • “Seats Are Filling Quickly. Register Today!”

Rooftile

CWN Rooftile

If prospects read nothing else on this TC3 Landing Page, Cabot wants them to read the Rooftile; it’s the top pillar—in more ways than one. This is the TC part of TC3. This is the top choice, the #1 option, the complete package. Is Cabot offering the option of attending one event or the other? Sure. But we all know that opting for the combo on the menu is such a deal! Also—and this is a subtle point unless you really scrutinize the copy (like we do)—the list of topics at the events are mixed together, encompassing both events. The impulsively enthusiastic prospects who want to get all the information are just going to click the order button here; they may not even read the other two pillars.

Alternatively, those who are highly detail-oriented and only want to spend what they have to spend will peruse the lower pillars for sure. You’ll get both types of prospects, and many in between. Just make sure that the TC panel—your Top Choice—is presented in a clear, compelling, and appealing way. By placing the main pillar—the Rooftile—on the top and across the width of the page, you’re putting your best foot (and deal) forward. The Rooftile contains the choice you want all prospects to take—your highest-price option.

Here are some key best-practice elements of this pillar:

  • Call out this option with the bundle price highlighted—Cabot highlights the price in yellow to accomplish this.
  • Make the headline bright and bold, and the only one of the 3 pillars that includes EVERYTHING.
  • State the offer components in clear and concise language—Cabot lists some of the topics of the conference, and guarantees full access—plus access to a recording post-conference, and briefly describes what you get, the total dollar value, and the savings percentage.
  • Feature a clearly visible call-to-action button—Cabot’s registration button is already pre-checked and in red—a subliminal and assertive suggestion that the choice has already been made.

Cabot reaches high with this Rooftile!

Testing Ideas

Since the Rooftile in this format is so important, it’s worthy of testing! Possibilities:

  • Include a burst that shows the savings of attending both events.
    • Show savings in dollars or as a percentage.
  • Change wording of CTA:
    • Save 12% on all three days!
    • Only $697 for all three days—a $97 savings!
  • Add a color to the headline copy; make the event headline color match the nameplate

Pillar #1

CWN Pillar One

Pillar #1 supports the Rooftile in its position under the Rooftile and on the left, which is where we expect our prospects to continue reading—if they aren’t sufficiently convinced to register for all three days of the conference. Of course, the logical way to proceed here is to show details on the event that begins first—in this case, the Financial Freedom Federation Forum.

The pillars should be lean and clean, with clear information so the prospect doesn’t have to go, um, prospecting.

As an Event Landing Page, prospects will want their questions answered in short order: What, Where, When, and How Much—with some cogent detail sandwiched between the essentials. The event description makes clear what the prospect is registering for, and provides a sample of the topics the event will cover.

The cost is clear and reinforces that it’s just for the FFF Forum. All that’s left is for the prospect to hit the CTA button, which will go from Register Now in gold to Selected in red when they click on it. The prospect’s choice is clear, and they can continue on to fill out the registration form.

Pillar #1 makes the options clear so the prospect can decide if this is the right choice for them.

Here are some key best-practice elements of this pillar:

  • The headline clearly states the scope of the offer.
  • Bold type in red underscores the format of the event.
  • The date, time, and time zone are clearly stated.
  • A concise summary encapsulates the benefits of the event.
  • Bullet points call out a sampling of specific sessions.
  • …and more! is the final bullet point, to indicate that the sessions listed are just a sampling.
  • The event and its cost are clearly stated and highlighted, making the information easy to scan.
  • The CTA button urges the prospect to register now.
  • Once clicked, the CTA button visually indicates the prospect has made a choice.

Cabot clearly supports its information mission with Pillar #1!

Testing Ideas

Since Pillar #1 is so important, it’s worthy of testing! Possibilities:

  • Include the logo of the event along with the name.
  • Emphasize the word only by setting it in a contrasting color.
  • Test the colors of the CTA button—both Register Now and Selected
  • Promote different sessions in the bulleted list.

Pillar #2

CWN Pillar Two

Pillar #2 does exactly what Pillar #1 does, only for the Cabot Wealth Summit.

This is a great example of the effectiveness of apples-to-apples comparisons. By having Pillars #1 and #2 side by side, prospects can easily scan from one pillar to the next to compare the benefits and offerings; this helps them decide whether they want to attend one, the other, or both events.

All the best practices points, key features, and testing ideas we discussed in Pillar #1 apply to Pillar #2 as well.

Cabot gets the job done with Pillar #2!

Order Total Box

CWN Order Total Box

The Order Total Box is an essential component of a TC3 Event Landing Page, to summarize for customers exactly what is being ordered and how much it costs. Unlike multi-page shopping-cart order flows, this single TC3 Event Landing Page allows you to accomplish “order summary” on one page—when prospects choose one of the 3 ordering options—either from the Rooftile, Pillar #1, or Pillar #2, the Order Total Box is automatically populated with the appropriate event and its cost. This is a simple, user-friendly way to keep the customer clearly informed.

Cabot scores again with a clear-and-concise Order Total Box!

Testing Ideas

You might want to associate the customer’s choice more clearly in the Order Total Box. Possibilities:

  • Make the title of each event a different color, and make the same changes in the Order Total Box.
  • Change the color of the box border on the event choices, and make the box border color match on the Order Total Box.
  • Put the logo(s) of the event(s) in the order box, just above/below/beside the event title.

Order Policy Language

CWN Order Policy

Since event registrations are unique, the most important thing to include in the order policy is:

  • What the registrant is buying.
  • Cancellation policy.
  • Refund policy.
  • Transfer policy.

Cabot covers all the essential information about charges and the policies on cancellations, refunds, and transfers—a best-practice success all around.

Summary

Spot-on! Cabot has followed the Mequoda TC3 Event Landing Page Checklist, which helped it hold its annual event online instead of in-person, and still attract a decent turnout.

Here’s a checklist you can use, just like Cabot, to craft your own compelling Event Landing Page.

Mequoda’s TC3 Event Order Page Checklist

Element Criteria Done?
Nameplate Header Reinforce brand recognition
Headline Hype primary offer in headline
Emphasize exclusivity/other benefits
Yes! Copy Include a Yes Statement written in affirmatory first person
Call-to-Action Copy Craft a compelling call-to-action. Use urgency, exclusivity, scarcity, time limitations, etc. to compel prospect to action.
Rooftile Rooftile sits above the lower 2 pillars and runs the width of both
List the preferred offer: Events 1 & 2 from Pillars 1 & 2
State the events clearly in the headline
Include samples from each event, but not by event. List topics in random/mixed order.
Pillar #1 Pillars should each be 50% of Rooftile width
State the product in the headline
Describe features with copy and images/logos (where appropriate)
Highlight event choice and its cost
Include Call-to-Action button
Pillar #2 Pillars should each be 50% of Rooftile width
State the product in the headline
Describe features with copy and images/logos (where appropriate)
Highlight event choice and its cost
Include Call-to-Action button
Order Total Box Restate the initial offer and product ordered
Order Policy Language Confirm what registrant is buying and provide cancelation, refund, and registration transfer policy.
Test, test, test! One element at a time!

Print Checklist

Bottom Line: If you want to draw attendees to your events—just like Cabot—take a page out of their playbook and test your own version of this TC3 Event Landing Page today! You’ll increase the likelihood of prospects choosing your preferred option when you follow these best practices.

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