The registration form is the place where one gets to collect all the important attendee info. But registration forms can be clunky, cumbersome, and long. Though, to be fair, they’re only that way because event organisers want to utilise the interaction for all it’s worth. If set up the right way, the form you create could be a powerful step towards personalisation and begin to get attendees excited about the event.
Brand It
A basic, black and white form with no imagery doesn’t create much excitement. Incorporate subtle (or aggressive) branding to let attendees know whose event they’re registering for. Make use of the event and company logo and add in some colour. Match company font to create a consistent look and feel.
Ask for Just Enough
Everyone is wary of sharing their data. Don’t collect information you don’t need, and make sure to let attendees know how the information they shared will be used. You can always ask for more information in follow up email marketing campaigns. This is the foot in the door moment — the individual wants to go to the event and the only thing stopping them, while they’re filling out the registration form, is a question they either don’t want to answer, don’t have time to answer, or can’t answer without going elsewhere for information.
Keep it Short
The worst thing you could do is create a lengthy form that takes an hour to fill out. This will lead to a high registration abandon rate. Ideally, it shouldn’t take more than five to ten minutes to register for an event — depending on the complexity of the event. If you can get someone through a registration form in less than two minutes, they won’t have time to question whether they really want to attend the event.
Make it Fun
Phrase things in a fun way, use colour, use images, whatever is possible with the registration platform you’ve chosen to use. Take every opportunity to make the registration process more enjoyable. Your event starts before they register. The experience is a culmination of every moment leading up to the event, the event itself, and post event. Every piece of collateral they see, including the website and the registration form, impacts the total experience they have. Make the registration form a positive part of the experience.
Generate Buzz
Add an option for attendees to share the event on social media after they register. This will get them excited, generate more engagement and make them feel more tied to the event. This will also entice people they know to attend and increase registrations. When they share the event on social media, it gives you more insight into the likes and dislikes of your attendees.
