If you’re someone who’s been to in-person events, you’d know that they can be pretty overwhelming, especially when you’re not sure what to expect. Over the weekend, I stumbled upon the Stripe Sessions event landing page, and I have to say, it was a fantastic experience.
What makes this experience stand out was that it isn’t dependent on an extensive amount of high production-value content or flashy graphics. Instead, it capitalizes on well-written text content, thoughtful use of movement and color, and smart handoffs between sections to create a seamless flow.
The conference website has several features that will make it a hit among attendees.
First, the date is equally weighted with the title, which is crucial for in-person events. Additionally, the general event location is prominent, so attendees don’t have to scour the page to find it. The tagline for the event is clear and succinct, setting a high-level goal for the event without sounding too salesy.
What I love most about this experience was how the benefits were phrased as actions. Rather than stating, “Here’s what you’ll get,” it says, “Here’s what you’ll do,” which makes the event sessions sound exciting and important. The agenda is shown in a quasi-calendar view, which is brilliant. The small content scroller element accounts for basic descriptions of each session but isn’t structured in a way that makes the content cumbersome to produce and manage. What’s more, the headshots and speaker bios are separated from session details and presented as a horizontal scroll, which feels efficient since most people are looking for sessions based on topic, not based on the presenter.
Next, the clear breakdown of ticket “packages” removes difficult analysis and decision-making, which makes it easier for attendees to decide quickly which package is right for them. This reduced friction makes it simple for potential attendees to say “yes” and get registered.
The partners (i.e. sponsors) appear to be logically sized based on investment level and were the lowest priority information on the page, which was a smart move. This is a place where brands often go wrong with event experiences. Website logo placement shouldn’t be the primary (or only) benefit associated with event sponsorship because when it is, it inflates the importance of sponsorship information on the page. This can feel spammy and unnatural because, at the end of the day, most potential registrants are not hinging the decision to attend or not on who the sponsors are.
Finally, the FAQs are clear and don’t compete with each other, making it easy for users to find what they are looking for.
Overall, the experience is an excellent example of how streamlined text content, modern movement and color, and smooth section hand-offs can create a seamless, highly engaging event experience. I’d highly recommend checking it out if you’re someone who’s into event planning or attending.
Visit https://stripesessions.com/ to see the full experience.
