In this post we will give you the first 7 steps to a successful event. What you should always aim for is: Minimize friction, at all stages of the process. So, today we will talk about how to minimize friction in one of the first steps users encounter at your event, the registration part:
Step 0: Go digital.
If you are still sending physical invitations, receiving registrations in Google Forms and/or using 3 different providers for online registration, physical registration and logistics, it is time to start thinking about options that allow you to centralize your registration in a digital environment connected to your entire value chain to make your event successful. It is important that you know why digitize the registration for your event. Having said that, now yes:
1. Identify the profile of your assistant and the reason or feeling for which it decides to register:
Those who attend your event do so because they believe in the value you are offering. Sometimes it may be more formal/academic, sometimes more focused on human interaction, or because they want to reconnect with your brand/company... a long etcetera. Identify who that attendee is and the belief that drives them to register. Then base the visual, textual and structural communication of your registration around that.
Having a landing page improves the probability of having a successful event:
A website that does its duty, keep it as simple as possible, relevant information first, payment and registration options straightforward and clear. Avoid using templates that don't fit the value of your event, especially if you want to make a difference.
3. Registration is a priority:
This is key for a successful event, especially in terms of registrations. Avoid opening new tabs, changing domains or different pages for payments or forms. It is not good an excessive amount of clicks to get to the payment button or final registration, nor confusing instructions and / or very manual. At this point it would be excellent if you have centralized your data bases and a good conciliation system of payments.
4. Well thought-out forms:
Simplicity and ease of registration is key, if you want to collect a lot of data from your attendee you can do it with a multi-step form so they don't feel overwhelmed by the amount of fields. You can also make the registration/payment occur after a few fields and then of the registration generate a profile to complete the data you want.
5. Use your social networks as knowledge levers:
Post short videos on how to sign up, use a 'linktree' in the Instagram Bio link to facilitate the arrival of your leads to the desired section according to their interest.
6. Reduces the anxiety of attending the event:
Making the process of obtaining the ticket (access QR, ticket, etc) as immediate as possible after registration, simple and secure. In addition, you can show options for accommodation, transportation, etc., and even offer their direct scheduling on your website.
7. If possible, provide several payment options
The simpler, more direct and automatic, the better. Even think about financing options. Take advantage of impulse with ease of purchase.
Conclusion
Keep in mind that there is no easy or pre-made path to a successful event. Because even great events don't sell themselves, their registration has everything I've told you and more behind the scenes.
