It is widely understood that event registration precedes any event; however, the process involves far more than merely presenting a website for attendee sign-ups. Once potential attendees access the website, they must be encouraged to register, and even after registration, attendance is not guaranteed. This is where implementing a comprehensive registration process becomes crucial. Such a process, if done correctly, not only boosts registration numbers but also enhances attendance rates, minimises errors, and delivers a seamless experience from the moment the guest visits the website to the day they attend the event.
Without covering promotional strategies and focusing strictly on the registration cycle, it is vital to acknowledge that the process will vary depending on factors such as budget, event type and size, and available resources, including software and personnel. Software solutions are recommended whenever feasible, as they simplify coordination and error detection. If software use is limited, a larger team is advised to handle the process effectively.
Before initiating the registration process, confirmation of event essentials such as date, time, venue, and a fully structured agenda is imperative. Although it is not necessary to have a fully complete agenda, a high percentage of confirmed sessions is necessary. Naturally, that percentage will vary depending on the stage of event planning and other influencing factors.
The registration cycle comprises four major parts, all of which must be carefully pre-planned. Creating a process map, identifying available tools, and assigning responsibilities to specific team members is essential to creating a flawless and successful process.
BUILD AN EVENT WEBSITE THAT CONVERTS
The event website serves as the initial impression for visitors’ perception of the event, making high-quality visuals and persuasive content vital to setting expectations. The site must reflect the event’s concept and include essentials such as the event's purpose, details, and features, which may vary by event type, along with terms and conditions, contact details, and the registration webform. It is also important to keep the website updated throughout the entire registration cycle.
To effectively convince potential registrants, the website must demonstrate that they don’t want to miss the opportunity. As promotional strategies are not being considered here, registrations must be driven solely by the website content. Therefore, the site should visually reflect the event concept, using consistent colours and themes, to immerse the audience from the outset. Most importantly, sharing complete and engaging information, along with any highlights, will significantly increase the appeal and encourage registrations.
Additional aspects to consider include implementing a waitlist for capacity-limited events, which allows prospective attendees to receive notifications if spots become available. Additionally, if feasible, activating pop-up messages for visitors who abandon the registration process can further optimise conversions.
MAPPING: When building the registration website, several components must be considered, including visuals, content, and key information:
- Visual Assets – Banners, appealing images, and colour schemes aligned with the event’s theme and branding.
- Event Details – Headline, date, time, and venue.
- Event Purpose – A brief overview explaining the event's relevance and benefits of attending.
- Event Features – Details on speakers, MC, special guests, keynotes, entertainment, standout experiences, and highlights.
- Other Information – Terms and conditions, contact details, and the registration form.
DEVELOP A WEBFORM TO GAIN INSIGHTFUL DATA
The webform must be user-friendly, mobile-responsive, and optimised for a fast, intuitive experience to reduce the chance of abandonment. Mandatory fields usually include contact details, while optional fields can provide richer insight to enhance attendee experiences. These questions may address attendees’ preferences and requirements, and using multiple-choice options will make it easy and efficient. (e.g., create roundtables or breakout sessions based on the registrant's choice of topics).
If including detailed questions on the form is not viable, a follow-up email may be sent. However, collecting necessary information during the registration process is preferable. To avoid overwhelming users, forms should utilise conditional logic to segment relevant questions by attendee category, thereby streamlining the experience.
MAPPING: The registration form should gather versatile information that can be used for enhancing visitor experience, event logistics, and future outreach:
- Contact Information – Full name, company, job title, email, phone number, city, country, and other relevant data.
- Event Logistics – Attendee type (e.g., speaker, sponsor, partner, client), and whether attendance is online or onsite.
- Visitor Experience – Dietary, accessibility, and other requirements; topics of interest; and VIP preferences.
ESTABLISH COMMUNICATION TO ENCOURAGE ATTENDANCE
Consistent communication with registrants is critical to maintaining engagement. CRM and marketing automation tools streamline this by capturing data and enabling targeted email sequences.
An immediate confirmation email should follow registration, potentially including a personalised message and relevant links or resources as defined by the organiser. Subsequent communications should include updates, highlights, and personalised content based on registrant category (e.g., at hybrid events, online participants receive different details than onsite guests).
Email frequency will depend on the registration cycle’s duration, but consistent messaging is essential. Promptly handling enquiries also contributes to a positive experience, without overflowing inboxes. Additionally, reminders sent a few days or hours before the event can effectively reinforce attendance. In the absence of automation tools, a manual communication schedule must be developed to ensure consistent, timely, and impactful contact.
MAPPING: Registrant communication helps the organising team share event-related information and maintain ongoing engagement. It can be grouped into two categories:
- Email Sequences – Event updates, links, QR codes, schedules, and news.
- Customer Service – Responding to questions, resolving issues, and providing support.
IMPLEMENT CHECK-IN TO ENHANCE ATTENDEE EXPERIENCE
On the event day, professional check-in systems are recommended to ensure accuracy, facilitate name badge printing, and streamline guest entry. Current practices include QR code scanning or mobile check-in to further improve efficiency and attendees’ first impressions.
In the absence of software, a printed attendee list for manual check-in is a practical alternative. When onsite printing is unavailable, name badges should be pre-printed as close to the event date as possible. This is a less sustainable practice if attendance drops, as it may result in unused materials. In such cases, managing large events becomes significantly more complex.
Regardless of method, it remains essential to ensure that all data is correct before the event day and that a trained, informed team is available to assist attendees during check-in.
MAPPING: As soon as attendees enter the venue, their registration should be verified, and a name badge should be provided. There are two scenarios for check-in operations:
- With technology – Importing the database and printing name badges on-site.
- Without technology - Printing attendee list, pre-printing and organising name badges, and a larger onsite team may be required.
In conclusion, a meticulously structured registration process is essential to attract attendees and deliver a positive first experience. By integrating technology, establishing clear communication strategies, and prioritising attendee experience, organisers can streamline logistics, minimise errors, and create impactful and memorable events.
The Event Storyteller
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