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Protecting your brand when running events: A focus on website and booking journeys

Your audience’s experience on your website may make or break their opinion of your company.

This is especially true when you are organising events or activities. The booking journey is a vital touchpoint that not only influences ticket sales but also your brand’s reputation. Here’s how to protect and improve your brand when managing events via your website.

1. First impressions matter

Your website is frequently the first interaction potential guests have with your event. Make sure your website reflects your brand’s identity and values. A well-designed website with good UX, UI, and UC that is visually appealing, easy to browse, and consistent with your brand’s aesthetics establishes a positive tone.

2. Clear and concise information

Attendees should be able to easily locate all of the information they need about your event, including dates, times, locations, ticket prices, and any additional relevant information.

3. Seamless booking journey

The booking process should be as uncomplicated as possible. A difficult or frustrating booking process might result in abandoned carts and negative perceptions of your brand.

Illustration of user journeys for eCommerce

4. Personalisation and engagement

Personalising the booking process can increase client satisfaction and brand loyalty. Engage your audience through their trip to ensure a memorable experience.

5. Transparent policies

Clear and open policies for cancellations, refunds, and adjustments are required. Ambiguity in these areas might lead to unhappy customers and harm your brand reputation.

6. Customer support

Effective customer support is an essential part of brand protection. Ensure that guests can readily contact you if they encounter any problems or have queries.

Illustration of speakerphone

7. Feedback and continuous improvement

Collecting input from guests is critical for further growth. Use this feedback to improve future events and the booking experience.

Case study: SS Great Britain

SS Great Britain reached us because they wanted to improve their website’s accessibility, inclusivity, and engagement.

We created a new website with a completely new information architecture, user-centric design, and more effective use of visual assets to reflect SS Great Britain’s vision and fulfil the different demands of its audience. Here’s a video case study from our early collaboration. We continue to assist them with additional work that improves the website, and the client experience and helps them achieve their strategic objectives.

Over two years, the website’s ROI was 2,300%. Our work raised conversions dramatically, resulting in an anticipated 30,000 more bookings.

SS Great Britain logo in front of image of the products from their Shopify store

More recently, we helped them with their Shopify site, which improved the alignment of their gift shop’s digital and physical experiences. This included an accessibility evaluation and work to improve the purchase experience.

Here’s a clip of Noah from SSGB discussing the gift shop and his plans for it.

Takeaways

Protecting your brand when running events is a multifaceted undertaking that includes providing a smooth and engaging booking experience on your website.

By concentrating on clear information, a user-friendly interface, personalised involvement, transparent policies, good customer service, and continual improvement, you can ensure that your events not only succeed but also increase your brand’s reputation.

Remember to make sure every interaction counts.

Tess looking at camera in front of a metal backdrop

Tess Coughlan-Allen Marketing Lead

Wednesday 12th June 2024