CX Outsourcers

The brief

An events business has a website with a strange rhythm: for most of the year it is a community and content site, and for a few months it is a single-purpose conversion page for one event.

It also has to sell an intangible - access to a room of peers - which cannot be demonstrated with a feature list. The only real proof is who came last time.

What we built

The current event takes a top-level navigation slot in its own right, with dates and location stated in the hero and a live countdown - which for an event with limited seats is genuine information rather than urgency theatre.

A previous-events archive does the heavy persuasion. For an exclusive event, the archive is the sales page: it shows the calibre of who attends more convincingly than any description could.

Member accounts with sign-in and sign-up carry the community between events, and a media library gives attendees a reason to return when there is nothing to book.

When the event sells out, the primary call to action switches to a waiting list for the following year, so peak demand is captured rather than lost.

Why it works

Turning a sold-out state into a capture mechanism is the highest-leverage detail on the whole site. A sold-out event generates more interest than an available one, and most event sites throw that traffic away with a dead-end message.