[CASE STUDY] 3500 Leads for a Conference – Social Tigers

It was March of 2020 when the company came up with the idea of a virtual conference to celebrate its 5th anniversary. That warranted the creation of a landing page that would get sign-ups for the event.

There were two issues surrounding it. The main one was time. The agency wanted to launch the page quickly, and all the IT companies enquired about the timeline would provide the dates that did not correspond with the needs of Social Tigers.

The other was the estimated cost – the agency would have to pay for the mockup, design, and coding separately.

And that’s when landing pages came in – built from scratch, but ready to go quickly.

Setting up a conference during the pandemic involved overcoming a number of challenges. The first one was to move the venue into the online sphere, and the landing page with the sign-up form for notifications was going to help with that.

Visual coherence is a key aspect of communication for Social Tigers. In that case, is the look of the landing page corresponding to the branding? The image of anniversary brand merchandise that is reflective of the landing page visuals might answer that question:

The communication on social media during the conference was conducted in a similar fashion:

The layout of the page was simple by design. Its goal was to focus the attention of the visitors on the conference itself and to convince them to sign up.

Considering the page’s goal, the agency made a conscious decision to minimize the number of fields in the form. All the visitors were required to fill out was the name and an email address. They had the choice of giving consent to marketing communication or not. Including the phone number field or compulsory marketing consent would likely contribute to a lower conversion rate.

How did the campaign turn out? See for yourself – 3500 leads before the event had started and 4200 leads in a total of 30 days. Interestingly enough, some of them were generated after the conference had ended.

Every great result is a sum of a variety of factors, and it’s difficult to point out the one that made the biggest impact. In the case of #TIGERSUNITED, the most significant contributors included:

• a recognizable brand
• an interesting event
• a creative way of solving the problem of organizing an event during a pandemic
• a good-looking landing page with a single, well-defined goal
• a form that is as simple as possible
• consistency in the marketing efforts

Regardless of the brand, product, or service you promote, being locked in on the landing page’s goal, cohesive and well-thought-out communication along with a beautiful and practical design will help you convert better.