3 Keys to Building an Effective Event Registration
Today’s robust event registration solutions give an event planner access to registration from anywhere. With attendee information, rooming lists, session schedules, and reporting available in real-time, event organizers can make changes to the event and adjust resources as necessary throughout the entire execution and planning process.
Whether you have your own in-house registration software, use a pre-packaged tool offered by companies such as Cvent, or prefer to utilize a third party like Attune to build a customized registration portal, there are several key components that will assist you in developing a successful registration program for your event.
Identify All Relevant Information
To develop a successful registration portal, you'll need to understand what information is relevant to view and report on, how you want to see it, and who you will need to share it with. Identifying all critical reporting information from the outset will prevent you from having to maintain additional reporting tools or spreadsheets outside of the registration system. You'll also want to consider how this information, once collected, will be communicated or integrated into other in-house or external data systems. Taking the time to incorporate these critical items into your registration build will save time, money, and potential data consolidation errors down the road.
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Prioritize User Experience
Registration is often the first touch-point between attendee and event. A good registration process has two key qualities: simplicity and ease of access. The best way to achieve this is by creating a dedicated page or website where the registrant has 24/7 access to complete the process online. You’ll also want to make sure your registration solution allows you to filter the registration information to options that are relevant to each registrant. Scrolling through extraneous questions or session options can be frustrating, cause confusion, and increase errors during the registration process. In addition, allowing attendees to the waitlist when sessions are full can avoid turning away valuable attendees or missing out on filling your sessions should people drop out. Making the registration process as easy as possible for each attendee will reduce abandonment, ensuring you have the most people possible attending your event.
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Measure Your Success
As event planners, we’re always in a state of perpetual self-evaluation, constantly thinking about how to improve our process. But that really only makes up a small portion of the information needed to improve future events. Guest feedback is far and away the most powerful tool at our disposal for evaluating the events we plan. Many registration tools today offer the ability to create pre and post-event surveys allowing you to easily gather, analyze and report on attendee feedback.
When creating your survey or evaluation, remember to keep things concise. What information do you really want to know? The more you can streamline your questions and cut down on the time it takes to complete the survey, the more likely you are to get a good response rate.
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