The T-shirt comes first, then one benefit per scroll.

Why this page was designed this way

The Modest Mouse Ice Cream Party membership is a premium fan offer, exclusive access, early entry, physical merchandise, unreleased content. The challenge wasn’t communicating what’s included; it’s making each benefit feel worth the ask.

A list of bullet points would kill this conversion. The page needed to put each benefit in its own visual context, give it weight, and build cumulative desire as the visitor scrolls. That’s what the section-per-benefit structure achieves.

Waseem Bashir CEO, Apexure

"Events pages have to do something most landing pages don't: they have to make the visitor feel something. You're not selling features, you're selling an experience they haven't had yet. Every design decision has to earn emotional buy-in, not just communicate information."

Design decisions

The deep space dark aesthetic with floating orbs and scattered abstract shapes creates the page’s emotional atmosphere before a single benefit is read. The background communicates ‘premium, exclusive, otherworldly’, which is exactly the register the Modest Mouse brand occupies. This isn’t generic dark-page design; it’s brand-specific world-building.

Massive type treatments

for each benefit header, “Early entry to venues before general admission”, “New & unreleased songs, never before seen live footage, livestreams, & more”, function as visual anchors. The type is large enough that the benefit registers peripherally before the visitor’s eyes focus on it. This creates a scanning experience that conveys value even to visitors who aren’t reading carefully.

The exclusive T-shirt visual, a real product shot of the exclusive tour tee, appears first and does disproportionate work. Physical merchandise creates tangibility in what is otherwise a digital purchase. Seeing the actual shirt shifts the membership from abstract access to concrete ownership. We positioned this as the opening benefit rather than an afterthought.

The “JOIN US” CTAs appear after each benefit section rather than only at the top and bottom of the page. For a membership offer with multiple distinct benefits. This is important: a visitor might be completely sold by the early entry benefit and not need to read about unreleased content at all. Placing a CTA after each section captures those early-converting visitors.

The live performance video provides evidence that the concerts are genuine premium experiences. No amount of copy can communicate the atmosphere of a Modest Mouse show as effectively as 10 seconds of real footage. We configured the embed for auto-mute with visual autoplay so it doesn’t jar the visitor but starts building atmosphere immediately.

Trust architecture

For an events membership, trust operates differently than in B2B or finance. The visitor already trusts the artist. They’re a fan. What this page needs to build is confidence that the membership delivers on its promises. The live performance video provides that confidence by showing real experience quality. The T-shirt product shot shows real physical quality. The specificity of each benefit description (“unreleased songs, never before seen live footage”) signals that the promises are tangible, not vague.

Waseem Bashir CEO, Apexure

"For fan memberships, artist affinity does the trust work that social proof does in other categories. Fans already trust the band. The page's job is to prove the membership is worth the money, which means showing real product, real footage, real exclusivity. Every claim has to be backed by something visual."

Read more about how we approach trust signals in our guide to Landing Page Call to Action Tips.

Conversion strategy

This is a click-through page, the CTA goes to a membership purchase or checkout rather than a form. The key strategy is cumulative desire: by the time the visitor reaches the bottom of the page, they’ve seen five distinct benefits, each compelling in its own right. The CTA at that point is relief, not pressure, the visitor is ready to act and just needs the button.

Waseem Bashir CEO, Apexure

"Good click-through pages don't push, they pull. By the time the visitor reaches the final CTA. They should have convinced themselves. The page's job is to show them enough benefits, in enough detail, that clicking feels like the natural conclusion of what they've just experienced."

Platform: Unbounce

Unbounce handled the dark aesthetic, video embed, and section-per-benefit structure elegantly. The floating orb decorative elements were added as CSS animations, keeping the page fast despite the rich visual treatment.

Mobile experience

Fan membership pages are browsed and bought on phones, often immediately after a show or while planning to attend. We verified that all benefit sections were legible at mobile width, the video autoplayed correctly on iOS, and the “JOIN US” buttons were large enough for easy thumb access in low-light conditions (i.e., at a venue).

Evolve today

Three changes would strengthen this page’s performance:

• Countdown timer to next show: Adding urgency, “Join before the Austin, TX show on June 30”, would sharpen the timeline and convert fence-sitters who are deliberating
• Member count social proof: “Join 8,400+ Ice Cream Party members” near the top CTA creates bandwagon effect and reduces the “am I the only one who does this?” hesitation
• Preview of exclusive content: Showing a blurred or partial clip of unreleased content with “only available to members” overlay would make the “unreleased songs” benefit tangible rather than abstract

Browse our full collection of landing page examples to see how we apply these principles across industries. Want a fan membership or events page that converts? Talk to our team.

Analysed by Waseem BashirFounder and CEO, Apexure

Waseem founded Apexure in 2015 and has led its work on 3,000+ pages for 300+ clients since. He writes about what the team sees after the click, which is pages, forms, tracking and the systems behind them.