Understanding the visitors’ objective then restructuring the content according to the user journey
To keep visitors engaged, we first need to understand the reasons why they visit at different points leading up to Chingay Parade.
Before the event, interested attendees visit the website to obtain the following information:
Where is it held?
When is it held?
How do I attend?
Therefore, we designed the landing page such that visitors immediately know the above information within a quick glance. There is also a “Get Ticket Now” as Call-To-Action (CTA) button in clear view. Some visitors already know they want to get tickets and this button makes their task much easier.
To generate excitement and build up towards the event, we put in a countdown timer and “pull” the visitor by giving context about how long until the parade in terms of days.
After the event has ended, the focus would be for visitors to relive Chingay Parade through high quality images and videos. This also allows Chingay to showcase key highlights to people out of Singapore, as part of increasing the event's brand awareness.
Therefore, the landing page after the event features the best photos and videos from past Chingay parades. For visitors who wish to browse through the key highlights of each year’s parades, there is a CTA button that allows visitors to review the event. The objective of this would be to entice them to attend next year’s parade.