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Tactics for Increasing Event Registration

1. Create a content series that promotes the event

Building up consistent momentum for your event will make sure that the enthusiasm will be sustained up until the first day. A good way to do this is by having an ongoing content series that leads up to the event. This series can in the form of video, blog post, or both. The series should have a theme that ties directly back to the event.

2. Consistent Social Media Posts

For the purpose of increasing event registrations, social media is particularly helpful with keeping your event top of mind for potential attendees. The key here is to make sure posts are being published regularly and that they all are aligned with the event brand and voice.

Use your social media platforms to promote event related content that is highly shareable. Infographics, short videos and eye-catching images will increase the chances of your post being shared and, in turn, your event being promoted by others.

What is most important about social media campaigns promoting event registration is to keep track of their impact. Use tracking links and the analytics from your event management software to measure the effectiveness of each campaign. This will help you understand what to optimize for if improvements to the campaign are needed.

3. Offer different tickets options

You’ll most likely want a diverse pool of people to be attending your event. Thus, it also makes sense to have a variety of ticket options in order to match the needs and budgets of your different attendees. Of course, it is never good to display too many ticket options, but finding the right balance of pricing could make all the difference for your attendees.

One best practice is to have an early bird pricing option during the first few weeks of registration because it encourages people to commit sooner to your event. Having a limited time offer on a discounted price will also create a sense of urgency for prospective attendees.

4. Optimize CTA buttons on the registration page

When navigating your event registration website, visitors should clearly know where to go in order to register for the event. Having a non-intuitive website experience will only prevent potential attendees from registering for your event.

To avoid this, make sure that the CTA buttons leading to registration are contrasted with the rest of the page and that the copy on the button includes the word “register.” Making this process as simple as possible will only increase the chances of a ticket being purchased.

5. Minimize friction during the registration process

Because events usually cost a lot to attend, the process is not as simple as one would like.

First, if your event registration page is not designed in an intuitive way, your attendees will have a tough time purchasing a registration—even if they really want to.

Fortunately, this is a relatively simple to fix. The examples elsewhere in this guide serve as great examples.

Second, your attendees will often need to convince decision-makers within their organization to support attending a given event. After all, events aren't cheap, and they require missing out on valuable time at the office.

For example, someone may be very excited to attend your event but needs budgetary approval from their manager in order purchase a ticket.

In anticipation of these cases, draft a letter that can be used by lower level employees to convince their managers to approve registration for the event.

6. Create a sense of urgency

To further motivate those who may be on the face about attending your event, communicate the fact that there is a limit to which they can be undecided. In other words, emphasize that an offer will be ending soon, or the fact that ticket sales will be ending soon or that the event will be selling out soon.

This can be conveyed by having a countdown clock on your event home page. Though a small detail, this could very well put certain people over the fence when they are thinking about registering.

7. Segmented email campaigns

Creating an email marketing strategy that involves sending several emails over a period is an effective way to keep the audience engaged.

The idea of a nurture email campaign is to gradually nudge the recipient towards the desired action (i.e. registering for the event) through a series of emails. The timing of each message should be spread out to not flood the recipient’s inbox and create an unpleasant experience.

In addition to timing, your emails should be segmented so that each message is as relevant to the recipient as possible. Filtering for job description, geographic location, and industry are good ways to ensure relevant messages are sent to the right people, ultimately leading to higher click-through rates and more registrations.

8. Digitize word-of-mouth marketing

Remember that increasing registrations does not have to all fall on your shoulders. Encourage those who’ve already registered for your event to spread the word by giving them referral links to share with their social networks. Create an incentivized program in which those who bring on more registrants with their referral link receive a partial refund or other rewards.

Remember: Make sure that you’re able to track the amount of revenue that has come in as a result of your referral links campaign. Otherwise, you have no idea if your promotional campaign is even working!

Digitizing word-of-mouth marketing strategy in this way will turn your event attendees into event advocates and can make all the difference in your registration numbers.

9. Personal follow-ups for incomplete registrants

Sometimes people start people registering for your event, but don't finish. "Cart abandonment" can be a real issue. Do you know how often it's happening for your event registration pages?

Some event registration platforms can track the individuals who have abandoned their cart, leaving event professionals with a golden opportunity.

If you're able to track this, try reaching out to these would-be attendees with personalized follow-ups inviting them to complete registration. Sending this reminder message could be all it takes for them to restart the registration process and become a bonafide attendee.

If digital ads are part of your strategy, you can also serve retargeted ads to these individuals. This will also reel them back into the registration process so that they (hopefully) complete it.

10. Monitor the website to registration conversion rate

There are bound to be people who visit your event website and do not end up registering. Instead of simply acknowledging this fact, use a website analytics tool like Google Analytics to calculate the conversion rate of visitor to registrant and brainstorm ways to improve this KPI. Monitoring site analytics on a weekly basis is a good way to stay on top of metrics like these and it also gives you enough time to re-strategize your on-page conversion rate by A/B testing different parts of the page.