We've talked about event invitations in a previous blog post, so let's have a look at registrations! The smoothest way to RSVP to an invitation, regardless of the type of event, is through a registration page.
A good registration page, or signup page, is easy to use from the registrant's point of view. From the organiser's point of view, a good registration page asks all the right questions, and the collected information ends up in a manageable format for further event communication use. Here are five pieces of advice for building your own perfect signup page!
A good registration page:
1. Is Clear and Coherent
”Can we embed a videoclip right here on the left? Or maybe add a slideshow?”
Our Lyyti trainers encounter this kind of question a lot, when they are teaching new users the secrets of our software. The answer is always the same: Sure, but why would you want to?
The most important point of the registration page is to get the participant-to-be to submit the form. It's not a good idea to divert attention from that goal. You don't want the participant to get all absorbed in the video and click through to another website instead of completing the form.
Keep it simple. Make the form clear, short and intuitive. Use pre-filled form fields, if your software allows it (pro tip: you should be using software that does). We've found that a single-page form works best (you know how fun complicated questionnaires that span several pages are!). Leave out all distractions, including unnecessary question fields. If knowing a participant's date of birth is of no value to you, don't ask for it out of habit.
2. Is relevant to the individual registrant
A good registration page can contain a very large amount of information, but most of it is hidden. A huge form might intimidate the registrant, nobody likes to see a seven-page form waiting to be filled out. If your registration form is complex and your participant is given a lot of choices to make and specification options to pick, it's a good idea to use question conditions which allow questions to be hidden from view according to relevance. If your registration form looks more like a visa application form, it's time to organize it with hidden conditions. If your software doesn't allow this...well, you might be able to guess what we think you should do about that!
3. Makes Sure the Necessary Information is Acquired
Did you know that most people love it when they only need to hand over their personal details once? That's why they also love to be told exactly what to do with your form. This benefits both you and them!
Always make the most crucial questions mandatory. Nobody wants to receive an email requesting additional information, instead of a straight-forward confirmation email. The receiver has already spent time on your form, so having to add to that later feels like a chore. A negative feeling connected to your registration, and therefore your event, is something to be avoided at all cost.
4. Can be Modified to Suit Your Target Groups
Many events attract a range of participants from several different target groups. You might have a selection of regular guests, VIPs and staff. Or minors, adults and senior citizens. Their registrations might call for different questions, but they are still all equally valued attendees at your event and count towards the total capacity.
You could collect the participant information with separate, target group specific forms, but then you'd have separate guest lists to contact your participants through. Worst case scenario, you'll end up communicating the same event information to all target groups separately.
Adapting your registration page to your target group ties together with all points mentioned above. You do it by hiding and prioritizing conditions to make your form as user friendly as possible, in order to give your participants a pleasant first impression of your event.
5. Gets Personal
Hi Linda, welcome to my event!
When an invitation adresses me by my name, I'm instantly more positively predisposed towards it. But then I click through to the registration and it's a blank canvas. I have to fill in every single field from start to finish. It wasn't that personal after all and the warm and fuzzy feeling I got in the beginning is gone.
A good registration page matches the invitation. If you have enough of my contact details to send me an invitation, you can pre-populate those fields on the registration, right? If you already possess a bunch of participant information about me in you CRM, make good use of it. On an ideal registration page, all I have to do is click either "Attending" or "Not attending" and everything else is already taken care of.
The registration progress should feel like casually RSVP:ing to a friend's party, not like responding to a questionnaire.
A good registration page always leads to instant confirmation.
How do you know when your registration has been received and confirmed? Unless you get a confirmation message, you just don't. We've even seen examples where the organizer clearly states on the registration page that a separate confirmation will not be sent. (Why not? It should be automatic.) Uncertainty is awful. When you really want to participate in an event, you absolutely need to know whether you're on the guest list or not!
Our Bonus Tip is to always send an instant and unambiguous confirmation, in order to reassure the registrant that they have now become an official and welcome participant.