Create an all-access page for a virtual summit
1. Use tools like SEOMinion to analyze the sales page structure of other virtual summits in your industry, find out what kind of headlines they use, and note the pain points and benefits the sales pages focus on.
Sales pages follow a specific structure in the virtual summit industry. Analyze commonalities amongst competing events, decide which components you want to use for your own sales page, and how you want to differentiate your virtual summit.
2. Explain the benefits your summit attendees will receive when purchasing your All-Access Pass instead of focusing solely on the features.
Explain how your All-Access Pass will transform attendees’ lives or businesses instead of getting caught up on the features, like how many sessions are included in the offer. For example: Establish yourself as a thought leader, even if you are starting from scratch. Ditch the guesswork and learn from 20+ marketing experts why you should not try to be everywhere online. Get a behind-the-scenes look at list building strategies that have generated tens of thousands of opt-ins.
3. Include a short description about what your attendees will learn in each session, and explain which of their pain points it will solve.
For example, “Speaker ABC will teach you how to make your podcast stand out and how you can save time recording and editing your podcast episodes.”
4. Explain in detail what content your attendees will receive after buying your All-Access Pass and how they can access it.
Virtual events are still new in most niches, so you need to ensure your attendees understand exactly what they are buying. For example, you could go through the various formats, such as videos, audio files, or PDF worksheets, and explain the context in which each would be used.
5. Use a free tool like GTmetrix to analyze your page and implement CRO recommendations like optimizing your page for load speed, removing distracting call to actions, and other common best practices.
Ensure that the only call to actions on your All-Access Pass sales page lead to the shopping cart and use contrasting colors and font sizes big enough to help them stand out and be easily read on mobile devices.
6. Connect your checkout page directly to your payment gateway.
For example, if using a platform like WooCommerce, the Checkout button automatically redirects users to your linked payment gateway. Alternatively, if using a different platform or a gateway like Stripe or ThriveCart, you’ll need to add a product to your payment gateway first and link your call to actions to that product’s specific checkout page. Refer to your payment gateway product manual for more information on how to set this up.
7. Use a tool like Deadline Funnel to automatically close the sales page and redirect visitors to a Waitlist page once the summit is over.
Restricting access to your All-Access Pass and redirecting visitors to a Waitlist page creates urgency and reminds users to get in early the next time your All-Access Pass is available.
8. Use a tool like the Google Mobile-Friendly Test to test your page layout for mobile accessibility and ease of use, and ensure all call-to-actions can easily be clicked and texts are easy to read.
Most people will open your sales page on mobile at least once. Ensure all your call to actions can be easily clicked on mobile, all text is easy to read, and the layout allows visitors to see the most important information quickly and easily.
9. Make sure your tracking tools like Google Tag Manager, Google Analytics, Facebook Pixel, Adwords Conversion Tracking, and Microsoft Clarity are set up properly and firing as expected.
See each tool’s product manual to make sure everything is working as it should. While confirming the tracking, ensure that you’re compliant with regulations for data privacy that apply to your website. For example, if you have website visitors living in the EU, you need to abide by the GDPR.