If you have run multiple events using online registration as your primary tool, see if you are using all the best practices below.
1) Are all your form fields compulsory?
Face the reality. Not everything that you desire from your attendees are ‘must-have’ information so make sure that your ‘good-to-have’ information are optional fields in your registration form.
2) Are you using dependency fields?
Are you asking specific information from people who are attending specific tracks? For example, are you asking what they hope out of attending a specific track in your conference? Since this is track-specific information, it should only appear if they say yes to attending that track. Using dependency field will help you to shorten your form per attendee.
3) Are you pre-filling forms for those contacts whom you already know?
Pre-filled forms will go a long way to convert your contacts to attendees. If you are not doing it, you should start looking at that, especially if triggered from email campaigns. Allow users the option to update the information as they may have changed some of their personal details, such as job title.
4) Are you using tooltip or instructional text in your forms?
Any help to accelerate the form filling process will help. Instructional or help text also helps users to appreciate what you are using the data for.
5) E-Ticket for access to event
Always have the option to give an e-ticket for access to your event. Similarly, you should have a scanner or mobile app to scan your e-ticket to track your attendees who turned up for your event.
6) Detailed registration details in invoice
If you are running a paid event, your online registration platform should have the ability to detail what the users have registered for in their invoice, to facilitate the ease of their claims from their company. Similarly, it is good to have the same information sent to them in their confirmation email. Information such as sub-tracks they have registered for should be included.
7) Allow offline payment
As much as we like to collect all our payments online, some companies have a procurement policy of not allowing claims exceeding a certain threshold amount. Thus, allowing offline payment via telegraphic transfers or cheque is still good practice for online registration. Do remember to include instructions such as who the cheque should be addressed to and beneficiary if users select these offline options.
Online registration is still evolving and it’s always good practice to revisit what you are doing in the registration process to optimise your online conversions.