For every email you send or social post you make, you’re sending hundreds, if not thousands, of potential attendees to your registration page. But how many of those website visitors turn into paying attendees? If only a small fraction of them register for your event, it might mean your registration process is turning away interested buyers.

Consider this: one in ten interested buyers drops off for every extra field in the purchase process. And one in four online customers won’t complete their purchase if they’re required to create an account.

Your most loyal attendees might grin and bear it, but most people won’t.

To figure out whether you have a difficult registration process that’s losing interested customers, follow these four steps.

1. Assess your registration process

Until you’ve experienced your own registration process, you may not even realize how many registration sales you’re losing.

Along with the 10% decrease in transactions for each additional step in the purchase process, CAPTCHAs cause 12% of the drop-offs in registrations. The number one cause for online shoppers to abandon their purchase is unexpected costs at the end. So if your registration process hides fees until the end, interested event-goers will say “no thank you” instead of checking out.

2. Determine how site visitors turn into attendees

Look at how many visitors come to your event website each day, then compare that to how many registrations you sell online each day.

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If you have significantly more site visitors than paid registrations, you might have a difficult registration process.

3. Test your registration process on mobile

You may already know that mobile is important, but what you may not realize is how it affects your registration sales. Studies have shown a 160% lift in purchase completion with mobile optimized purchase processes.

In other words, if attendees have to pinch and zoom, trying to tap into tiny registration fields, you’re leaving money on the table.

4. Evaluate your marketing and advertising strategies

Spending money on online marketing and advertising is guaranteed to sell more registrations. But with a difficult registration process, your efforts won’t be as effective at increasing attendance.

Instead of spending more money on yet another promotion, consider making it easier to register for your event. In the end, you’ll get better results from your marketing and advertising campaigns and increase attendance at your next event.

For simple ways to sell more registrations, check the recorded webinar, “Make Registration Easy: How to Increase Attendance Without Spending Another Dollar.”

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