So you’ve decided to hold an online event. Whether it’s a webinar, virtual or hybrid event, you’ve worked hard to plan the content, recruit the speaker(s) and create the marketing collateral. It’s going to be pretty sweet! Now comes the hardest part in the process – getting your audience to register for it. While a good marketing campaign goes a long way in generating interest, the registration page is the end game which will directly impact your success. So how do you create a page that will get people to convert into registrants? Here’s a list of easy-to-follow do’s and don’ts:
Highlight Key Information: If you’ve ever been invited to an online event, you know that the most important factors in determining whether or not you’ll attend are event type (subject), date and time. Make these clear and visible, especially when it comes to the time zone of the event. Additionally, if an event will be available on-demand, include that information so those who want to attend at their leisure are still motivated to register.
Use a Clear CTA (Call to Action): While the registration page is a good location for the description of your event, the point of the page is to convert those visiting the page into users. Whether it’s an image, or copy with a link, your CTA should be clear – you want them to register for the event! In the same vein, position your registration form near the top of page, not hidden below paragraphs of text.
Make it Visually Appealing: A lot of people make decisions with their eyes, so a visually attractive page is bound to pique their interest. As a best practice (and a no-brainer), be sure to use your event branding to keep things consistent across communications.
Keep it Clean: Audiences don’t have the attention spans they used to, so follow best practices when setting up your registration page. Keep the copy concise, the key information visible and the fluff to a minimum. That way your audience can get the information they need to decide whether or not to register.
Add too many fields to your form: The main goal of a registration page is to convert users! Long forms are notorious for causing user abandonment and will ultimately lower your registration numbers. If there are questions that users consider irrelevant or inappropriate, you’ll lose conversions and/or get made-up data. If the form is more work than users expect, they are likely to abandon it.
DO determine what fields are mandatory for your company and CRM and try to stick to six or less. Keep in mind that this isn’t the only time you’ll be able to collect user information – attendees will provide more details as they create a profile for the event, answer survey questions and interact with other event content.
Go Crazy with Copy: As stated above, you want your CTA to stand out on your registration page. Adding too much copy about the event will cause it to get lost, and you’ll lose conversions. Here’s a bonus tip: If you’re working with someone who insists on including a lot of copy (a 500-word speaker bio, for example), push that information down and include your CTA above it.
Confuse your Users with Vague Error Messages: Congratulations! Someone is ready to register for your event. But if that person mistypes within a field, make sure that the error message they receive upon hitting submit clearly highlights the field(s) that need attention. After all, your users are just trying to sign up and get on with their day.
INXPO can help you fill up your registration forms with the right attendees. Learn more about our Audience Acquisition services here or talk to us directly by emailing firstname.lastname@example.org.