To get the ticket sales for your event going, it's important to make the purchasing process as simple as possible.
A stunning 67% of visitors to your website abandon your registration form and never return if they encounter a form that is difficult to fill out. However, when your registration form is easy to find, easy to fill out, and it’s simply easy to pay – then the number of tickets you sell will skyrocket!
Let’s take a look at the basics of a registration form.
What is a registration form?
A registration form is an online form your participants use to sign up or buy tickets for your event. With a registration form, you can collect all the essential contact information you need to communicate with your event participants and send them the tickets.
What is conversion?
Conversion occurs when someone visiting your website and submits their responses via a form on your website. This form could be to sign up for a newsletter, accept a specific offer, or to buy a ticket.
So, for you, as an organizer, a conversion is when a participant fills out your event registration form and pays for the ticket.
According to Hubspot, the average conversion rate is 21.5%. Yet, conversion depends on the types of industry and varies quite a bit between different sectors.
Put simply – conversions are extremely important when selling tickets to an event.
To help you get as many visitors as possible to complete your registration form and buy tickets, we have gathered 9 tips that will help you increase the conversion rate.
9 tips that increase the conversion rate of your registration form
These tips are useful both when creating a new registration form and when you want to improve the conversion of an existing registration form.
1. Place the registration form in the visible part of the website
Your registration form should be visible at the top of your landing page. Don’t make your buyers scroll down to find it. It’s best when the person visiting your site can immediately see where to begin by adding their contact information.
You may ask: What if the design and/or structure of a website won't allow you to display the registration form at the top?
If this is the case for you, you can always add a CTA button with an anchor to your registration form below, so that visitors can click the button and jump down to the registration form.
2. Write your headline as a call-to-action
A call-to-action (CTA) is a prompt in the form of a short sentence, a link, or a button on your website, email, or other content that encourages visitors to take a desired action, ultimately continuing their interaction with your brand.
Anything you can do to help visitors complete the registration form will help increase conversion. So, if you write your headline as a call-to-action, it will convey what they get when they sign up and reinforce your message.
3. Embed your registration form on your own website
By embedding your registration form, you have full control over the design and (brand) colours of your form.
You can style the form exactly as you want. You can change colours, fonts, titles, and the CTA button. This way, your registration form becomes a natural part of your website.
4. Use only the fields you really need
Fewer fields = an easier form to fill out.
So, think carefully about which fields you absolutely need. You can maybe skip those that are just “nice-to-have”.
27% of buyers abandon your registration form if it's unnecessarily long. Hubspot says that reducing the number of fields can result in a conversion increase of almost 50%.
Make it easy for your participants!
5. Use inline validation
Did you know that registration forms with inline validation have a success rate increase of 22%, and a 22% reduction in errors made?
Buyers receive feedback immediately if they make a mistake. Inline validation shows an error message when somebody enters incorrect information. This way customers don´t have to work through the entire form before they find out they made a mistake, and then start all over again.
With the use of inline validation, you can achieve a 22% increase in success rate. So, check whether you registration form offer the option to use inline validation.
6. Choose the right payment solution for your audience
29% of buyers leave your form if they don't feel it's safe to use.
When you offer payment solutions your customers trust and love to use, you minimize the chance that people will leave your registration form.
Most buyers like to pay with Vipps, cards, or EHF invoices. So, when you offer these payment solutions, it will help increase conversion.
7. Use descriptions that are easy to understand
When all fields and descriptions are easy to understand, it will be easier to fill out an event registration form.
For example, when you need to know specific information about participants like:
- Do you have any allergies?
- Do you need accommodation?
- Do you have any special needs we need to consider?
8. Use social proof on your landing page
Research shows that buyers are more likely to make a purchase when they can read that others have already bought from you and are satisfied with their choice.
There's something about our brains that makes us automatically follow others. Use this to your advantage!
You can use customer testimonials, reviews, videos from social media, and trust badges.
Another thing that works is showing how many tickets have already been sold. "The Fear of Missing out" (FOMO) can be a strong motivation to buy tickets.
9. Use group tickets
Our final tip is to use group tickets.
When you offer group tickets, one person can buy tickets for multiple participants without having to add the contact information for all participants. They can share this information at a later time when they have decided who will be joining.
The person buying the tickets has to complete the registration form only once, instead of 10 times. And when it's easy for buyers to purchase multiple tickets, you will see that more people buy! 😀
Let’s recap
With Checkin, you can take advantage of all the features that help you increase conversions. You can embed the registration form on your own website, use the most popular payment solutions, use inline validation, offer group tickets, and track how your customers use your registration form with Google Analytics and Meta Pixel.
