Hosting a great event is just the beginning. The real challenge? Filling those seats. But don’t worry, because these strategies will have your registration numbers up in no time. They incorporate a mix of strategic marketing, compelling incentives, and user-friendly registration software to make sure as many people register as possible.
In our decades of experience helping event organizers sell more tickets through Eventbrite, we’ve seen that not every event planner has to do all of this. But these 11 ways to improve registration numbers can each be impactful and important. Whether you’re planning a conference, webinar, or community event, these tips will help you succeed.
Let’s dive into the strategies and tactics that can make your event a standout success.
1. Optimize your event landing page
A well-designed event landing page is essential for driving registrations. A clean, user-friendly design that minimizes distractions and guides visitors to the registration form can make all the difference.
Here are some tips on how to optimize your landing page:
- Ensure your page loads quickly and is mobile-responsive to prevent high bounce rates
- Include all the relevant information about your event at the top of the page
- Make your landing page headline compelling and immediately communicate the value of the event to draw users in, for example, “Unlock the Future of Marketing: Join Industry Leaders at the GTM Mastery Summit” communicates value by focusing on future-forward insights and exclusive access to top industry leaders.
- Include clear and prominent call-to-action (CTA) buttons, with copy like “Reserve Your Spot Now” or “Get Your Tickets Today“
- Include engaging visuals like images or videos showcasing past events or keynote speakers
Including trust signals, such as attendee testimonials, and transparent pricing information, can also help boost credibility, so hesitant visitors feel more confident about registering.
An optimized page provides information, builds trust and anticipation, and motivates potential attendees to sign up on the spot. That’s why Eventbrite’s event pages and automatic event page generation tools are designed to guide you through the process, ensuring all these essential parts are included in a simple, user-friendly way.
For an example of an effective event page, take a look at any of Mellow Sessions’ events.
They ensure that the event’s time, date, location, and pricing information are available immediately so their visitors get all the crucial information up front.
2. Simplify the registration process
Streamlining the event registration process is essential for boosting conversions and keeping potential attendees engaged. Reducing the number of steps and eliminating unnecessary fields can make the process more user-friendly, ensuring attendees can register quickly and without frustration.
And don’t forget to make online registration mobile-friendly, as a significant portion of sign-ups happen via smartphones.
One way to further simplify things is by using an event registration platform that stores repeat attendee information (with their permission). This allows frequent participants to register for future events without re-entering their details, making the process even more convenient.
Eventbrite is already optimized for simplicity, offering features like mobile-responsive design and easy registration for repeat users. Organizers can easily customize the registration form to match the event’s needs, helping minimize drop-offs and ensure a smooth user experience.
3. Personalize your marketing
Personalizing your marketing efforts is key to driving event registration.
Start by segmenting your target audience based on past behavior, interests, and demographics.
Then, tailor your email campaigns with personalized subject lines and content that speaks directly to each segment’s needs. For example: “Hey [Name], Don’t Miss Out on [Event Name] Tailored Just for You!” adds the recipient’s name and highlights the event’s relevance to create a personalized connection.
This type of targeted communication increases engagement and makes attendees feel valued.
Another effective strategy is using retargeting ads to reach people who have visited your event page but haven’t completed their registration.
Craft these ads to remind potential attendees of the event’s value and address any concerns that may have prevented them from signing up. For example, if pricing was a barrier, highlight early bird discounts or payment plans.
Ultimately, 67% of consumers expect personalization to give them relevant products and services (like events), and 76% get frustrated when they don’t have personalization. And tools like Eventbrite’s marketing suite make it easy to create segmented, personalized campaigns that speak directly to your audience’s interests and increase registrations.
4. Show social proof
Incorporating social proof into your event marketing builds trust and encourages potential attendees to register. Real testimonials and reviews from past participants lend authenticity and can reassure those who are on the fence.
Include these testimonials on your event landing page and within email campaigns, highlighting positive experiences and showcasing relatable stories from attendees.
Posting on your social media channels is another powerful way to showcase your successful event. Share photos, videos, and feedback from previous events, and encourage attendees to post about your event using a branded hashtag.
User-generated content, such as photos or video testimonials, is a powerful endorsement, creating a sense of community and excitement around your event.
Eventbrite’s tools make collecting and displaying social proof easy, helping you boost credibility and drive registrations.
Want to make your social strategy simple?
5. Create a sense of urgency
Creating a sense of urgency is a powerful motivator to encourage potential attendees to register sooner rather than later.
Here are some effective tactics to create a sense of urgency:
- Incorporate countdown timers on your event landing page or in email campaigns. These visual reminders emphasize the limited time left to register or take advantage of special offers, prompting immediate action.
- Offer limited-time discounts or bonuses. For instance, offering “Early bird pricing available for the next 48 hours” or “Sign up within the next 24 hours to receive an exclusive event guide” provides both value and urgency.
- Run flash sales and surprise discounts. These strategies spur registrations, especially if your event hits a lull in sign-ups.
Eventbrite’s marketing features make integrating urgency into your campaigns easy, from countdown timers to automated discount offers. By consistently implementing urgency-driven messaging, you can significantly boost your registration numbers.
6. Leverage early bird registration discounts
Early bird registration discounts are a proven strategy to drive early sign-ups. By offering a discount for a limited time, you can capitalize on the psychological trigger of scarcity.
Make the early bird discount significant enough to entice people to register while ensuring it’s still profitable. For example, offering 20% off for the first 100 registrants or by a certain date can generate excitement and spur quick action.
Promoting early bird pricing across multiple channels is a must. Use email marketing, social media platforms, and even paid ads to reach a wider audience early. Your messaging should highlight the benefits of registering early — whether it’s saving money or securing a spot before the event sells out. Phrases like “Only 50 discounted tickets left!” or “Early bird pricing ends soon!” can amplify the urgency.
With Eventbrite, you can easily set up and manage early bird discounts, helping you fill seats faster and build momentum leading up to the event. That’s why Nancy La Briosa Crupi, PhD, often offers early bird discounts for her events, motivating potential attendees to register as soon as possible.
7. Offer group discounts and packages
Offering group discounts and packages encourages attendees to bring along friends, family, or colleagues and can significantly boost your event registration.
For example, organizers like Electronic Resources and Libraries offer two ticket types: one for groups at a discounted rate and another for individuals. Promotions such as these, or tiered pricing based on the group size, are great ways to incentivize larger bookings.
Creating package deals that bundle tickets with extra perks, like accommodation, meals, or exclusive experiences (such as VIP meet-and-greets), adds value for attendees and can justify a higher ticket price. These packages can be particularly attractive for events that require travel or offer premium experiences.
With Eventbrite, managing group discounts is easy. Our platform allows you to sell tickets with custom ticket types effortlessly:
8. Engage with content marketing
Content marketing is a powerful way to generate interest and drive registrations for your event.
By creating event-related content, such as news articles, interviews with keynote speakers, or behind-the-scenes insights, you can build anticipation and engage your audience well before the event. Topics like event highlights, key themes, and speaker previews resonate with potential attendees and offer valuable information.
Video content is particularly effective at capturing attention. Teaser videos, speaker interviews, or even pre-event webinars provide a glimpse of what’s to come and can build excitement. You can even host short Q&A sessions or mini-previews on social media to offer valuable insights and establish authority in your space.
To maximize reach, distribute this content across your social media platforms, in email newsletters, and through partnerships with industry influencers or publications.
9. Collaborate with influencers
Partnering with influencers is a great way to expand your event’s reach and lend credibility to your promotion efforts.
Start by selecting influencers whose audience aligns with your target demographic and whose content matches your event’s theme. Micro-influencers like Danielle Ashley, who have smaller but highly engaged audiences, can be especially effective at reaching niche communities who trust them.
Influencers can promote your event in many creative ways. They can participate as speakers, host a VIP meet-and-greet, offer exclusive giveaways on social media, or livestream parts of the event to generate buzz. Encourage influencers to share their personal experiences with your brand and engage directly with their followers to build excitement.
Eventbrite makes it easy to track registrations from influencer campaigns, helping you measure the impact of their promotion. You can monitor traffic and ticket sales using Eventbrite’s tracking tools, ensuring you get the most from your collaborations.
10. Invest in paid advertising
Paid advertising can rapidly increase the visibility of your event. Platforms like Eventbrite Ads allow you to target specific audience segments based on interests and location. This means your ads are shown directly to the people most likely to attend your event, making your marketing more efficient and effective.
To maximize your investment in paid ads, identify subsegments of your audience, such as geographic regions or age groups that your event appeals to, and create tailored ad campaigns for each. A/B testing different ad creatives and messaging can help you discover what resonates most with your target audience, improving your chances of making a sale.
If you’re using paid ads on social media platforms, benchmark them against their average ad clickthrough rates (CTRs). For example, the average CTR for LinkedIn ads is 0.22%, whereas it’s 0.86% on X (Twitter). That can help you judge whether your ads are performing as intended.
Eventbrite Ads is a powerful tool for event professionals looking to improve their event’s visibility. With features designed to streamline the ad creation process, Eventbrite Ads helps you target the right audience and drive registrations, as seen in successful campaigns from organizers like Aquarian Artisan Market. Searchers looking for similar local events on the Eventbrite platform see their targeted, appealing, promoted listings ahead of others.
11. Follow up on abandoned registrations
When potential attendees abandon their registrations, it’s a clear sign they’re interested but may need a final push to complete the process.
These individuals are often just a step away from securing their spot, so letting them slip away means leaving potential revenue on the table.
Common reasons for abandoned registrations include distractions, second thoughts, or technical issues — factors you can often resolve with a simple follow-up.
Eventbrite’s platform automatically sends follow-up emails to anyone who starts the registration process but doesn’t finish. These reminder emails can gently nudge prospective attendees, address any concerns, and provide a direct link to complete their registration. You can also customize these emails to highlight the value of attending, such as limited availability, upcoming price increases, or unique event features.
Increase event registration today
Registering more attendees starts with standing out. In a sea of similar events, it’s crucial to ensure yours grabs attention first.
That’s where Eventbrite Ads come in. By putting your event at the top of the most popular event search engine, they ensure people looking for experiences like yours in your area see your event first — right where it matters most. Don’t let your event blend in. Take charge and make sure your event gets noticed.
