How To Make A Sales Funnel For Events [September 2025 Update]

Event organizers face unique challenges in attracting attendees, selling tickets, and maximizing registrations in an increasingly competitive marketplace. A well-designed sales funnel can help event professionals showcase their events, build anticipation, and convert more prospects into paid attendees. This guide will show you how to build, market, and implement a sales funnel specifically for your events.

If you're an event planner, conference organizer, or seminar host looking to increase ticket sales and attendance, there are several excellent platforms that can help you build effective event-focused sales funnels without requiring extensive technical knowledge.

The first step to making your event sales funnel is choosing the right platform. However, selecting from numerous options can be overwhelming, especially when you're busy with event logistics and planning. Keep reading this guide to see our suggested picks and a step-by-step guide to making a sales funnel for your events.

The Best Platforms For Event Sales Funnels

When choosing a platform for your event sales funnel, you need specific features that address the unique needs of event marketing. The ideal platform should include countdown timers, speaker/performer showcasing, agenda displays, and ticket processing capabilities. It should also help you build anticipation and create urgency as the event date approaches. Based on these requirements, we've ranked the top 5 platforms for event sales funnels:

1. ClickFunnels

Get started with ClickFunnels (Free Trial) 🚀

ClickFunnels offers event organizers a comprehensive solution with templates specifically designed for event promotion and ticket sales. Its drag-and-drop interface makes it easy to create multi-step funnels that showcase speakers or performers, highlight event benefits, and process registrations. ClickFunnels includes built-in countdown timers and scarcity features that are essential for creating urgency around limited-time ticket offers. It provides a 14-day free trial to test all features.

2. Leadpages

Get Started with Leadpages (Free Trial) 🚀

Leadpages offers user-friendly templates ideal for event lead generation and ticket sales. Its alert bars and pop-ups are effective for promoting early bird pricing, limited seating announcements, or speaker reveals. Leadpages makes it easy to create lead magnets such as “Event Preview Guides” or “Industry Reports” that provide value while capturing prospect information for event marketing.

3. Unbounce

Get started with Unbounce (Free Trial) 🚀

Unbounce provides event marketers with highly customizable landing pages perfect for specific event types like conferences, workshops, or concerts. Its Smart Traffic feature automatically directs potential attendees to the landing page variant where they're most likely to convert based on their specific interests. Unbounce excels at A/B testing different event messaging and offers to optimize registration rates.

4. Instapage

Get started with Instapage (Free Trial) 🚀

Instapage allows event organizers to create personalized landing pages for different audience segments or ticket tiers. Its collaboration features make it easy for event teams to work together on marketing campaigns. Instapage's heatmap analytics help identify which aspects of your event presentation most resonate with potential attendees.

5. Elementor

Get started with Elementor (Free Version Available) 🚀

Elementor provides WordPress users with a flexible platform to create custom event funnels. Its countdown timers, speaker showcase elements, and agenda templates are particularly suited for event promotion. The platform's free version offers sufficient functionality for many small events, with the Pro version adding features like popup builders and form widgets for more advanced event marketing needs.

Conclusion

After evaluating multiple platforms, ClickFunnels stands out as the best choice for event organizers due to its comprehensive approach combining event showcasing, ticket processing, and urgency creation in one integrated system. While it requires a monthly investment, the potential return through increased ticket sales can quickly justify the cost.

However, if you're working with a limited budget or promoting a smaller event, Elementor's free version provides an excellent starting point with many essential features for event marketing.

Now that we have identified our top choice, let's show you how to make an event sales funnel using ClickFunnels.

How to Make a Sales Funnel for Events Using ClickFunnels

Building an effective event sales funnel involves creating excitement, demonstrating value, and making registration as seamless as possible. The following steps will guide you through making a funnel that converts prospects into registered attendees.

Step 1: Sign Up for ClickFunnels

Create your account and take advantage of the 14-day free trial to explore all features before committing.

Step 2: Define Your Event Strategy

Before building your funnel:

Clarify your event's unique value proposition and key benefits
Identify your target attendee profiles and what they seek from your event
Establish your ticket tiers and pricing strategy
Determine early bird deadlines and special offer timing
Gather speaker/performer information and testimonials from past events
This clarity will guide your funnel design and promotional messaging

Step 3: Make Your Event Teaser Landing Page

Add a compelling headline highlighting the transformative nature of your event
Include event dates, location, and a prominent countdown timer
Add a sizzle reel video or highlight montage from previous events
Feature key speakers, performers, or activities with brief descriptions
Include testimonials from past attendees highlighting specific benefits
Offer a valuable lead magnet (event preview, speaker interviews, etc.)
Create a simple form to capture basic information and interests
Add social proof like past attendance numbers or notable participants

Step 4: Design Your Lead Magnet Delivery Page

After prospects submit their information:

Thank them for their interest in your event
Provide immediate access to your promised resource
Include additional event highlights and unique features
Add a preview of exclusive content or experiences
Feature an early bird or special registration offer
Make it easy to register directly from this page
Include a countdown timer for limited-time offers

Step 5: Build Your Registration Page

Create a conversion-optimized ticket sales page:

Include a comprehensive event description and key benefits
Feature the full speaker/performer lineup with credentials
Show the complete agenda or event schedule
Display different ticket tiers with clear value distinctions
Implement scarcity indicators for limited seating or early bird pricing
Add an FAQ section addressing common questions
Include a mobile-friendly registration form
Feature secure payment processing with multiple options

Step 6: Make Your Order Bump and Upsell System

Increase average transaction value:

Offer VIP upgrades during the registration process
Add pre-event workshops or exclusive sessions
Include merchandise, recordings, or materials packages
Provide group registration discounts
Offer accommodation or transportation packages if applicable
Make adding these extras a simple one-click process

Step 7: Design Your Confirmation and Attendance Preparation Page

After registration:

Provide clear confirmation of successful registration
Include essential event logistics (directions, parking, accommodations)
Add preparation recommendations and what to bring
Feature a countdown to the event to build anticipation
Include social sharing options to promote to colleagues or friends
Offer networking opportunities with other confirmed attendees
Provide a calendar invitation or reminder setup

Step 8: Implement Follow-up Sequences

Set up automated email campaigns for registrants:

Immediate confirmation and receipt
Event preparation materials and logistics
Speaker/performer spotlights and interviews
Countdown reminders with increasing frequency
Last-minute instructions and excitement building
Mobile check-in or ticket access information
Post-event surveys and next-event announcements

Step 9: Develop Abandoned Cart Recovery

Create systems for recovering lost registrations:

Exit-intent popups with special incentives
Abandoned registration email sequences
Last-chance reminders before price increases
Personalized outreach for high-value incomplete registrations
Social proof notifications about others who've registered
Limited-time discount codes for fence-sitters

Step 10: Make Segmented Marketing Funnels

Create separate paths for different attendee types:

First-time vs. returning attendees
Various industry segments or interest areas
Different budget levels and decision-making processes
Early birds vs. last-minute decision makers
Local vs. traveling attendees
Each with tailored messaging and specific benefits

Step 11: Build Your Referral and Group Registration System

Leverage existing registrants to increase attendance:

Attendee referral programs with incentives
Team or group registration discounts
Content sharing tools for promoting to colleagues
Ambassador programs for industry influencers
Company or organization bulk purchase options
Tracking and reward systems for referral sources

Step 12: Measure, Track, and Optimize

Monitor key metrics to continuously improve performance:

Lead capture conversion rates by traffic source
Email open and click rates for event content
Registration page visit-to-purchase ratio
Upsell and add-on acceptance percentages
Abandoned cart recovery success
Attendee acquisition cost by marketing channel
Lifetime value of repeat attendees

By following these steps with ClickFunnels, event organizers can make an effective sales funnel that builds excitement, showcases event value, streamlines the registration process, and maximizes attendance. This systematic approach not only increases ticket sales but also improves attendee experience from the very first touch point.