Conference website supported by the Ministry of Serbia

Customer

Independent conference organizer. Organizing industry events in product markets, with the goal of creating business communication. Conducting conferences in Europe, Central Asia.

The task of

creating a promotional site to attract sponsors, speakers, and listeners to the conference. Develop a visual brand language for positioning and engaging in an event.

The purpose of the future site

In the process of discussing the project with the customer, the main goal was determined - this is "visitor closing in the lead." As a target product, we decided to create a promotional website with a complex system of forms.

Structure The

structure of the future site was designed on the basis of previously conducted events by the customer, as well as taking into account the research of the competitors' site with their best solutions and error analysis. This allowed us to create a structure that could meet all three areas of the target audience and close all the pains of site visitors.

Design

We did not want to make a standard (main screen) website design, it was decided to use more creative and event images. The main goal of the design is to stand out from the crowd, as more conference visitors are not the first time to attend such events and stand out, leaving a visual mark in the visitor’s memory would be most valuable for “re-closing the visitor into the lead” after visiting and leaving the site , remaining in memory as an unusual design solution. As the site's color palette, the best solution was shades of blue and gray colors, as a reflection and subconscious influence of colors, which are expressed in seriousness, restraint and trust in the company.

Data loading and transitions

Familiarity with the site in a convenient form implies the speed of switching between the information parts and pages of the site. We resolved the issue of a long page navigation, which allows you to download all the data at once and refuse to go through the pages and long wait for the site to load.

When clicking on the buttons, all content is already uploaded and is added to the site dynamically without reboots or time delays. This ensured the maximum speed of familiarization with information without unnecessary actions and expectations on the part of the user.

As a result, it was decided to add a preloader (preloader) to the site’s download with uniquely drawn infographics and animation of the site’s loading, having seen the loading screen, the user understands that the place where he got meets his requirements, makes it clear that he got where he needs to.



Getting to know the user

The first thing a user gets to know on the site is the main screen, it is this block of the site that performs the function of evaluating the product in the eyes of the visitor. The first 3 seconds are crucial for deciding where the interest in the product is, and whether the user will be familiar with the content or leave the site. We have processed this aspect from a marketing point of view by adding visual graphics and animations, which associatively connects the activities of the conference and the site.

The next thing the user focuses on is the creeping line, which is presented as a non-standard solution that distinguishes this project from other competitors.

The main screen displays the most important content parts of the site:

• The name of the conference and a description of the activity;
• date and place of the event;
• the ability to leave an application for participation immediately from the main screen.

Immersion in the conference

As practice shows, not all visitors to the site understand the differences between the new event and the bulk of the competitive offers. A lack of clear explanations was found for such events and similar products on the market.

This led us to a structural solution to clearly and without water describe the conference in the second screen of the site. Giving not only detailed explanations, but also specifics in the form of a list of topics that will be discussed at the conference. There is also an animated graph showing the presence of representatives of different industries at the conference, which allows the user to be involved in the logic of the (ongoing) conference.



Time frame

Initially, the event was to be held exactly 1 day, in the framework of which the main issues would be discussed. Earlier it became known from the customer that not every conference participant could allocate a specific day and attend it. Thus, it was decided to increase the number of days and give the opportunity to plan a visit to the event on one or more of the days of its holding.

The site clearly shows and indicates the time frame in which the event is held, by clicking on one of the interesting days you can see a complete list of topics and time intervals in which discussions, breaks, networking and coffee breaks will be held.

With this block, we gave the user the opportunity to not only familiarize themselves with the list of topics, but also delve into each one, read more about it thanks to the embedding of dynamic pages within a single modal window without reloading the site.



Partners

Partners and large organizations that participate in the conference are an important aspect in assessing the value of the proposal for the visitor. A whole screen was highlighted for this, within which we showed a list of organizations, talked about them with the opportunity to read more about each.

They also described why companies should participate in the conference as a partner, they made it possible immediately from the partners screen to apply for becoming a sponsor with a wide range of privileges, namely: choosing a package of participation in different price segments with different parameters separately for each package.



Speakers

Attracting speakers to events is a very important traffic channel for the customer. A minimalistic block has been created that focuses on the most important, on existing eminent speakers and on the possibility of leaving your application for participation as a speaker.

The position of each speaker in this block is active, it is possible to open the card of a specific speaker, get acquainted with the merits of the speaker, read his description, social networks and request a meeting in the form of a networking meeting for the conference participant.



Closing the application and participation packages for the conference

Since the event is commercial, the user must be given the maximum opportunity to leave an application after familiarizing himself with the main introductory part and the logic of the event.

The participation packages themselves and the classification of users into 3 portraits are the main goal of creating the project. It was difficult for the customer to describe the logic of this conference, as well as to give everyone the opportunity to collect an individual participation package, be it a delegate who wants to invite his colleague and share a check, or form a check for a company that wants to participate in the role of a sponsor in several packages.

The structure developed by us simplified the interaction with the site, and also made it understandable and simple for new participants who want to understand the specifics of the product.



Package logic for delegates

We made a convenient function to leave an application for participation as not only one delegate, but several at once with the ability to immediately find out the cost without unnecessary calculations. The form with the choice of the number (participant) of participants encourages you to buy a package for several people by showing a profitable offer in the form of a discount when increasing the number of participants with instant registration and submitting an application, in practice, this solution proved to be very good and increased the average check by an average of 30 %

The second stage of leaving an application is a filling form for the user, in which he leaves contact information for sending. If the user has not added the required number of delegates at once, he is given the opportunity to add them now and save time and money on this, with instant withdrawal of savings on such a package for other delegates.



Logic of packages for partners A

company that wants to act as a partner or sponsor of a conference can choose a participation package from a wide list of options with different parameters and capabilities. Start participating immediately without further discussion and clarification with the organizer company. All conditions for participation are already indicated on the site in the form of convenient options in the tabs with a detailed description of the package and a form for filling out contact information.



Logic of packages for speakers A

participant company can nominate its representative as a speaker, speaking on the stage with a report and subsequent discussion. If the company has previously indicated its speaker in the registration field as a partner or delegate, it is possible to leave a request to speak specifically to the speaker. The form contains questions and choices for completing user registration and submitting an application.



Creating your own participation package

Carrying out a survey of the target audience of the organization, we found that (a large) percentage of the target audience is not suitable for any of the proposed options, (most) need the ability to form their own package, consisting of many parameters.

If a company with a wide range of activities does not fit any of the areas of participation in the form of a delegate, partner or speaker, it is possible to create your own package consisting of the necessary items. It is possible to add any number of delegates, speakers and participation packages in the form of a partner at the same time within the framework of one application.

In addition to dynamic and functional blocks for each branch, it is possible to visually see the selected options, their number, price and the participant’s already formed package in dynamic mode.

The second stage of the application consists of a visual list of selected options, and a form for contact information.



Additional Information

As a supplement, we in a creative form spoke in more detail about the conference with the provision of contact information of the organizer and a button to go to the block with registration for the event.

The final part.

A natural effect was revealed, more than 20 percent of visitors who do not find the necessary information or have not fully read it and begin to search for it in the basement of the site. A footer was made in the content of this promotion site with navigation on the main blocks of the site for convenient finding the necessary information.