How To: Ways to Grow Event Registrations

Owned by Marcel van Egdom
Jun 05, 2024
2 min read

Providing a comprehensive framework for accelerating event registration is one of the toughest challenges, because different event formats, industries, countries, competitive environments and paid vs free tickets.

 

evexus recommends that you test the following for your event:

  • Streamline the registration process. Simplifying the registration process reduces barriers to entry:

    • Avoid building long and complex registration forms: collect only the necessary details.

    • Build in conditional logic to ensure your registrants only need to provide the relevant information and they only see the relevant tickets to them. Create the shortest path to check out for each attendee category/registration group.

    • Test the registration form for all attendee categories registration groups on desktop and mobile devices. Optimise the registration experience by removing any friction points.

 

  • Focus on conversions:

    • Understanding intent is the most critical aspect of accelerating registrations. Someone who adds a ticket to their cart has a higher intent to register than someone just clicking the registration form link randomly. The evexus registration management module asks registrants to provide their email address on the first page of the registration form and automatically sends out a reminder email to everyone that didn’t complete the registration form. The order and registration management features provide real time access of the status of each order/registration for your events. Share this information with your team, analise and discuss strategies that increase conversion

    • Run A/B tests for ‘Payment first’ and ‘Form first’ registration strategies (set up in ‘Attendee Categories’ step)

 

  • Rethink early birds. The role of early birds is changing dramatically. Fewer and fewer attendees commit early. I this phase, the priority is to reward early commitment:

    • Offer significant early bird discounts.

    • Consider a money-back guarantee as an incentive for early registrants.

    • Host giveaways or offer exclusive merchandise to early birds.

    • Grant early access to content on the event website and event app.

    • Consider increasing late and onsite registration ticket prices.

 

  • Leverage FOMO and Scarcity

    • The evecus registration management module highlight registration deadlines and the number of remaining seats to attendee. Leverage this information by creating different tickets types with start and end dates as well as stock numbers.

 

  • Incentivise Group Registrations

    • Step up your group offers. Set up Group Registration attendee category/categories and provide substantial group discounts.