Small Updates with a Big Impact
A successful event website needs to do two things exceptionally well: build excitement and convert visitors into ticket buyers. At Afton Tickets, we’ve worked with thousands of events and seen firsthand what works and what doesn’t.
While Afton’s ticketing pages are optimized for both mobile (80% of transactions) and desktop conversion, many organizers lose sales on their own event websites due to a few common, but fixable, issues.
Below, we’ll break down the key strategies to optimize your event website design, increase conversions, and get more attendees through the door.
1. Make Your “Buy Tickets” Button Unmissable
Seems simple, but you would be surprised how often this is not optimized on event websites. Your call-to-action (CTA) should be bold, clear, and always visible.
Here’s what we recommend:
• Place your primary “Buy Tickets” button at the top of the page, not just buried in a menu or halfway down a long scroll.
• Use a high-contrast color that stands out from your page design. Make it obvious and easy to click or tap.
• Instead of “Tickets,” use buttons that say things like “Get Tickets,” “Book Your Spot,” or “Reserve Now.”
• With the majority of traffic coming from mobile, design for thumb-friendly tap zones.
• Add additional buttons after each major content block like “About the Event” or “Schedule” so users can take action anytime.
Consider using a sticky CTA bar on mobile so the Buy Tickets button is always in view without feeling intrusive.
2. Tell a Great Story But Don’t Lose Focus on Conversions
Your event website is your digital storefront. It should make people feel something but also move them to buy.
• Start with a powerful headline, striking visual, or video, and your main CTA.
• Showcase talent, location, special experiences, or unique features. Use real photos and video if possible.
• Include quotes from past attendees, press coverage, or stats from previous years.
• Details like date, time, location, age restrictions, and ticket tiers should be easy to find and never buried.
• After each key section, include a Buy Tickets button to keep conversion top of mind.
3. Mobile-First Website Design Is No Longer Optional
Over 80 percent of purchases on Afton happen on mobile, so your website should be built with mobile-first user experience in mind.
Here’s how to optimize:
• Buttons should be easily clickable with a thumb.
• Compress images for faster load times.
• Avoid clutter, long paragraphs, or slow-to-load elements.
• Make sure your site looks secure and professional, especially when linking to purchase.
Afton’s event ticketing software includes embeddable widgets that are already optimized for mobile sales and built to reduce friction.
4. Leverage Afton’s Built-In Tools to Reinforce the Message
Great website design is just the start. Afton gives you multiple ways to inform, excite, and convert:
• Use storytelling and logistics in your event and ticket descriptions to increase trust and reduce buyer hesitation.
• Use Afton’s website integration tools to embed your ticketing flow directly on your site with a simple copy-paste.
• Automatically deliver key details like venue info, parking, policies, and weather notices through “Know Before You Go” emails.
• Add sponsor logos, QR codes, and key event info directly to your digital or printed tickets.
You can use alt text like “Mobile ticketing page with CTA above the fold” or “Buy Tickets button on top of hero banner on desktop view” for any images you upload.
5. Use Data to Continuously Improve Your Website
Optimizing your event website doesn’t end when it goes live.
• Track performance with heatmaps, scroll depth, and click analytics.
• Run A/B tests on CTA text, placement, colors, or button size.
• Study mobile versus desktop behavior. Users interact differently on each.
6. Use Afton’s Toolkit to Drive More Sales
When you use Afton, you get more than just a ticketing tool. You get a conversion-focused ticketing engine that works with your site, not against it.
• Email and SMS marketing tools to boost engagement and upsells
• Tiered pricing and promo codes to incentivize urgency
• Built-in reports to track sales, conversion rates, and marketing performance
• Free iOS and Android apps plus comped gear for scanning and entry management
• LiveStream and hybrid-ready tools for remote access and virtual events
Best Practices Summary
Design Element
Buy Tickets Button: High contrast, action-driven, above the fold, and mobile-first
Hero Section: Strong visuals plus CTA
Event Storytelling: Emotional but concise, with CTAs nearby
Mobile Optimization: Fast, easy navigation, clean design
Embedded Ticketing: Seamless on-page checkout via Afton
Confirmation Emails: Deliver logistics and event info before showtime
Analytics and A/B Testing: Track scrolls, clicks, and test CTA placement
Frequently Asked Questions
What is the best placement for the Buy Tickets button on my event website?
Place it at the very top of your landing page above the fold, and repeat it throughout the page. Afton’s website widgets make this easy to implement.
How can I improve my event ticket sales online?
Make your CTA prominent, streamline your checkout experience, and use marketing automation tools like Afton’s email and text marketing features to stay top of mind.
What’s the best way to optimize for mobile ticket buyers?
Use large buttons, compress your media for fast load times, and test your full checkout flow on different devices. Afton’s mobile-optimized tools are designed specifically for this.
Final Thought
A great event website should spark emotion and drive action.
Your content builds the story. Your CTA drives the sale.
By prioritizing CTA placement, designing mobile-first, and leveraging tools like Afton’s website integration and ticketing software, you’ll create a frictionless path from “I’m interested” to “I’m attending.”
Visit aftontickets.com or get in touch with our team to learn more about how we can help you turn your event website into a high-converting sales machine.
As always if you are looking for a great event to attend you can purchase tickets HERE.
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