15 Apr 2025
Creating a compelling event website is no small task — especially when your goal is to convert curious visitors into committed attendees. Whether you're promoting a conference, a festival, or a product launch, every detail on your site matters. This is where A/B testing comes into play. By making data-driven decisions, you can significantly increase your conversion rates without relying on guesswork.
A/B testing, also known as split testing, is the process of comparing two versions of a webpage or element to see which performs better. For example, you might test two different headlines, button colours, or registration forms. The goal is to find out which version drives more conversions — whether that’s ticket purchases, email sign-ups, or RSVPs.
Unlike static websites, event websites often have a limited lifespan and a clear objective: get people to register or attend. Every visitor counts, and so does every percentage point in your conversion rate. A/B testing helps ensure that your messaging, design, and layout are working as effectively as possible to hit your attendance goals.
Here are some common elements you might consider testing on your event website:
A/B testing isn’t just for e-commerce giants. For event organisers, it can be the secret weapon that turns an average website into a high-performing registration machine. By taking a structured, analytical approach to your website design, you can improve the user experience — and your bottom line.
So if you're not testing, you're guessing. And in the world of events, every click counts.
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