Today, as part of the third installment of successful web conferences, I wanted to talk about the registration process for your participants. A registration page must be made as soon as your event strategy is in place. There are three purposes to a registration page:
- Secure contact information
- Discover source of lead
- Obtain qualifying information
Keep these three purposes in mind when you are designing your registration page. Also, realize that the average conversion rate for a visitor who views the registration page is 50%. Therefore, it is important to lower the barriers to registration – don't try to gather too much information or you risk losing them.
Now that you understand the purpose of a registration page, the table below lists some of the elements you will have to consider when creating one.
Once people register for your web conference, only 67% of them will show up! In order to combat this trend, it is important keep registrants interested in attending by keeping them informed as your event draws closer. To maximize attendance, consider doing the following four things:
- Confirmation E-mail: Send an immediate "thank you for registering email" with a request to mark it on their calendar.
- One week reminder: Email a reminder and instructions for testing their system one week before the event.
- One day reminder: Email conference access information; also, if possible, a phone call is appropriate here as well.
- Day of reminder:Send the access information again and place a phone call if you had not done so before.
*Send a minimum of three reminder emails to help ensure strong attendance*
Remember to include contact phone number and email for technical questions in your email. Also, do not use any capital letters or words such as "free" that might be caught in a spam filter.
As you can see, there is quite a bit of thought that goes into the registration process. As this is the process that dictates attendance to your web conference, it is worth your time to carefully plan each element as outlined in the table above.
[tags]registration, web conference, web seminar, web event [/tags]