33 Best Practices for Boosting Online Event Registration [Infographic]
Most revenue-generating events rely on registration and ticket sales to generate anywhere from 50% to 100% of total event revenues. And online event registration is an already large and still growing source of sales for most events. Case in point ... in 2014, Google said 71% of all ticket buying happens online, and online registration has only grown since then.
Even if you aren't selling tickets but relying on your events to develop leads, sell sponsorships, generate donations or create interest and excitement, online event registration is a tool you simply must to employ because your attendees have come to expect this convenience.
So, with online event registration being such a critical resource, here's an infographic featuring 33 best practices for optimizing your event registration forms, websites, practices and marketing efforts. Try these event registration tips out on your next event and see why other event professionals swear by them.
33 Online Event Registration Tips and Strategies That Generate Big Results
#1 Use alliteration or rhyming in your event's title (because people will remember it better).
#2 Work with a professional designer to create a polished event logo and identity.
#3 Send past attendees a survey to collect their input in advance (which also generates early awareness).
#4 Let past attendees pre-register with a "preferred customer" discount code.
#5 Blast out a "save-the-date" email as soon as you set your event date and book your venue.
#6 Set and announce deadlines for ticket price increases (like for early bird pricing) to encourage early registrations.
#7 Book your speakers and entertainers early and announce them one at a time over a series of emails.
#8 Create a hashtag for your event and use it in every social media post.
#9 Create a Facebook Event via your Facebook business/brand/cause page.
#10 Add a LinkedIn showcase page promoting the event (via your company page).
#11 Post videos and pictures of past events on the event website and social media (and don't forget to post to Instagram).
#12 Compliment and flatter your audience in your marketing messages (yes, this actually works).
#13 Hint at scarcity with phrases like "tickets are going fast" or "spaces are filling up" (and yes, this works too).
#14 Offer no more than 4 registration/ticket choices to avoid decision paralysis.
#15 Offer a discounted rate for a companion/add-on ticket.
#16 Provide multiple options for forms of payment (credit card, check, invoice, etc.).
#17 To avoid event registration form drop-offs, only ask for information that is absolutely necessary.
#18 Trim down the registration form if it takes more than 7 minutes to complete.
#19 Add social sharing links to the registration confirmation page and email.
#20 Also add social sharing links to every marketing email and your event registration website.
#21 Provide a link to FAQs on your registration form to curb potential objections.
#22 Post the name and contact details of the event point-of-contact to build trust.
#23 Clearly display all policies, especially refund and cancellation policies.
#24 Display the event's "what, when, where, who and how" above-the-fold of your website.
#25 Make sure your event website and registration form are mobile-responsive.
#26 Post glowing testimonials of attendees who are members of your targeted audience.
#27 Recruit authority figures (industry experts/notables, local celebs) to endorse and attend your event.
#28 Prime the pump by "giving" potential attendees a gift (white paper, free happy hour, etc.).
#29 Have your speakers/performers promote your event to their followers.
#30 Partner with professional organizations and nonprofits to promote your event.
#31 Create discounts for speakers, performers and other partners that they can offer their members or followers.
#32 Observe a neutral outsider using your registration process and fix where they get tripped up.
#33 Create informative or entertaining content (like blog posts) related to the event's content, speakers or performers.