On INXPO TV this week, our very own Matt Halicki delivered a best practices program on registration pages. When I hear the term “registration page,” the last thing I do is jump high with excitement. That being said, the success of our online event can depend on it. So you better jump through hopes to do it right.
If your organization places a certain business value on each additional registration, then applying best practices to your registration page can generate additional registrations (that you otherwise would not have seen), which can transform your role from rising star to rock star.
Without further ado, I’d like to relate five registration page best practices that Matt covered in his program.
1) Hit Them with a Clear Value Proposition.
We each receive hundreds (if not thousands) of emails each day. According to Matt, the email promoting your online event is just one of those hundreds. So don’t delay. Make your value proposition compelling and place it prominently on your registration page. Put yourself in your audience members’ shoes and make sure your registration page answers the question, “what’s in it for me?” (where “me” is your target audience).
2) Less is More.
Yes, we know: you’d like to capture budget and purchasing authority, along with a number of additional custom registration questions. Just realize that each additional registration question that you include decreases the probability of someone filling out your form. So ask yourself this key question: do I need that additional question so much that I’m willing to sacrifice additional registrations?
3) Take Advantage of Social Sharing Buttons.
Whether it’s Facebook, LinkedIn or Twitter, insert social sharing buttons so that registrants (and even potential registrants) can promote the online event on your behalf. This assumes an externally oriented event, of course. If you’re doing an internal communication inside the firewall, disable those social sharing buttons.
4) Use Affiliate Tracking to Determine What’s Working.
You’ll promote your online event’s registration page via outbound emails, social media, your blog, your web site, partner web sites and third party media placements. Make sure each media vehicle is associated with a unique “affiliate tracking code” (to identify that vehicle). This way, you’ll see how many registrations the outbound email generated compared to your web site. And from there, you’ll be able to adjust and adapt how you’re promoting your online event.
5) Get the Logistics Right.
There are more logistics to a registration page than you might think. Get any of these “wrong” and it could have a negative impact on registrations and user satisfaction. Be sure to:
- Configure an automated registration confirmation email.
- Include calendar reminder links on the confirmation page and in the confirmation email.
- List technical requirements on your confirmation page and login page.
- Provide contact information for whom to contact with technical issues.
- Clearly list the event’s date and time (and timezone) on your confirmation page.
We hope you found these online event registration page tips useful. Use the Comments area below to let us know tactics you’ve used to improve the effectiveness of your registration pages. We’d love to hear from you.
For More Information
Interested in producing online events? Check out the Online Events Solutions page on our web site.
Post contributed by Dennis Shiao