How quickly did you decide to read this blog post? Would you have made the same decision if you had to log in or accept a page of terms and conditions before you could get started?
The same concept applies to people deciding whether or not to register for your event. There are a lot of distractions out there, and potential registrants have other things to do. The faster someone can go from page visitor to registered attendee, the better.
Even if your event page is getting a lot of traffic, your conversion rate — the percentage of visitors who actually register for your event — may be far lower than it could be. Why? Your registration process. A longer, less convenient registration process means fewer registrations, and fewer registrations means less money.
Sure, driving even more traffic to your page could result in a few more registrations, but there’s a much more efficient solution. Make the registration process simpler and easier by doing these three things:
1. Make sure your registration page is mobile-optimized
Most of our digital lives are spent on mobile devices. In fact, mobile-only users surpassed desktop users back in March 2015, and that trend continues to grow. So making your registration process easy for mobile users is no longer a luxury — it’s a necessity.
What do potential attendees see when they open an email on their phone and click on your event page? Will they have to pinch and zoom to read the event details? Will they have to scroll through a long registration form?
A study commissioned by Google found that 58% of smartphone users are more likely to buy from companies whose mobile sites or apps allow them to make purchases quickly. If the event page and registration process aren’t mobile-optimized, a lot of potential attendees are just going to give up. And all that money you spent promoting the event and driving people to your page may go to waste.
2. Streamline your checkout experience
Every additional step in the registration process leads to a 10 percent decrease in completed registrations. But because events like conferences, summits, and similar events require a great deal of information during the registration process, reducing the amount of steps can be a challenge.
So think about which steps are absolute must-haves, and which aren’t. Do users really need to log in before registering? Could you have returning attendees’ personal and payment information stored to make it easier to register next time? Are you showing fees at the last minute, causing potential attendees to quit due to the uncertainty of the final price?
Try to get the entire checkout experience on the same page if possible, and minimize your page load times. Consider doing away with little steps like CAPTCHAs — those images of twisted words used to prove users are human — to eliminate form fatigue.
3. Enable registration anytime, anywhere
Bring the registration process directly to your attendees. The more places and ways in which they can register, the more you can sell.
For instance, include a way to register directly on your event website, without having visitors click through to a separate ticketing site. This allows attendees to get started right away and removes another one of those registration-reducing obstacles. (If you’re using Eventbrite, you can embed the entire registration page into your event website.)
You should also make it easy for people who hear about your event while on Facebook to register. Just think about the massive reach of Facebook — and its promotional potential. Capitalize on this reach by allowing potential attendees to start the registration process right then and there.
And because more than half of Facebook users only access the site via mobile, this is even more reason to make sure your process is mobile-optimized.
Making registration as fast and easy as possible means potential attendees can go from thinking about attending to confirming their registration with just a few clicks.
To learn more about how you can sell more registrations, download the free guide, Make Registration Easy: How to Grow Your Event Without Spending More Money.