Ensuring a Seamless Registration Process
A seamless registration process can leave a lasting impression long after an event has concluded.
By Maura Keller
It should come as no surprise that an event’s registration process can set the tone for an entire gathering. While well-orchestrated marketing materials, promotional advertisements and social media posts inviting attendees to an event are certainly paramount, a seamless registration process can leave a lasting impression long after an event has concluded.
“Before an attendee steps into the epic event venue you painstakingly secured, they encounter your registration process. As a first impression, we understand the importance of ensuring the registration process is fast and easy for attendees, but comprehensive enough that organizers get answers to vital questions to deliver personalized experiences,” says Chaviva Gordon-Bennett, senior manager of content marketing at Bizzabo. And that can be a delicate balance to strike.
But beyond increasing attendee numbers, according to Gordon-Bennett, a user-friendly event registration process enhances attendee satisfaction, reduces registration-related stress and hiccups for planners and attendees, provides valuable data for informed decision-making, improves brand reputation, and paves the way for more efficient event logistics.
Bizzabo’s report on the state of in-person business-to-business conferences (completed in June 2023) surveyed more than 4,000 event organizers and attendees, and 52.7% of attendees say that the ease of check-in at an in-person business-to-business conference can make or break their event experience. “It may sound like a pipe dream, but the best registration experiences create lasting impressions — and we’re talking long after the event,” Gordon-Bennett says.
Jackie Ochoa, a public relations manager and team lead at Jotform, says software that’s powered by automation can help planners build a better user experience for registrants and for themselves. For registrants, automation could mean that, as soon as they fill out the online form to attend the event, they automatically get information at their fingertips that could help them prepare for the meeting or event.
“For meeting and event planners, automation could mean having an organized list of registrants and their status automatically updated for you so tracking and staying organized is easier,” Ochoa says. “It could also mean resources are automatically sent to registrants so that you don’t have to do that manual work yourself. Simply put, automation means less busy work and more creative work.”
When it comes to event registration software selection, Ochoa says meeting planners should identify software that delights people signing up for the event and also makes the planner’s life easier. “Managing dozens or even hundreds of registrants can be tedious and time-consuming, and downright hard to keep organized,” Ochoa says.
The right software can do the heavy lifting by keeping your list of registrants organized, tracking registrant statuses and automatically sending them resources to start engaging with your event before it even starts.
Considering Bizzabo’s recent report indicated that 67.4% of organizers say they have changed or plan to change their event management software vendor within the next year, Gordon-Bennett says it’s important to ask some key questions when choosing the right software.
Five of the most important questions planners need to ask themselves before signing on the dotted line include:
If you find the right event registration software, you’ll get all the features and capabilities you need to ensure more prospective registrants become attendees. Gordon-Bennett recommends taking the following steps to leverage event software for a user-friendly registration process, thereby boosting the viewer-to-registrant rate:
“Don’t get bogged down in tedious, repetitive tasks,” Ochoa says. “Let the software take on those tasks for you, so that you can be free to take on more creative work and put your time to good use rather than meticulously culling through registrant lists and trying to keep everything organized.”
Chaviva Gordon-Bennett, senior manager of content marketing at Bizzabo, says the most important elements any event software should have to ensure a smooth registration experience include:
“With these considerations, event planners can launch an event with the peace of mind that comes with knowing that their event software is built to make their lives easier while delivering the best attendee experience possible,” Gordon-Bennett concludes.
Based in Minneapolis, Maura Keller is a seasoned writer, editor and published author, with more than 24 years of experience. She has written about business, meetings, event design, marketing, healthcare and a wealth of other topics for dozens of regional and national publications, as well as Fortune 50 companies.
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