Are you getting the most out of your event registration process? Is it as effective for you as it is efficient for your attendees? Registration can be difficult to do well, and many professional associations find it challenging – especially knowing what questions to ask, and when to ask them.
But it’s crucial to get the process right – it sets the tone for the entire attendee experience, and can make the difference between an event that gets rave reviews, and one that misses the mark.
At Brightelm, we’ve seen it all: the good, the bad, and the ugly of event registrations. And over time we’ve learned a thing or two — from streamlining complex forms to gathering the right kind of data without scaring off your guests. So read on and discover how you can make registration a breeze for attendees and for your team.
What are the common challenges of event registration?
Registration may seem like a purely administrative job on your to-do list, but it’s really important to get it right – not just because of efficiency, but because of critical requirements like data protection. It can even affect your ticket sales!
The most common pitfalls of registration include:
- Long and complex forms: overly lengthy and complicated registration forms can lead to frustration, increasing the likelihood of abandoned carts.
- Inaccurate data collection: when forms aren’t well-designed, attendees can rush through or provide incorrect information, leading to poor quality data.
- Low attendee satisfaction: a cumbersome registration experience can sour attendees’ perception of the event even before it starts.
- Administrative burdens: inefficient or manual registration processes often require more time and resources to manage, increasing staff workload.
- Lost opportunities for better events: poor information-gathering can mean a missed opportunity to tailor events to delegate needs.
- Security and privacy concerns: inadequate registration systems may not comply with data protection laws like GDPR, risking attendees’ privacy and falling foul of compliance requirements.
What are the main benefits of improving your event registration process?
Effective event registration processes not only enhance the attendee experience but also build a strong foundation for the success of the event, contributing to a positive brand image, attendee loyalty, and operational excellence. When you get it right, there are multiple benefits:
1. Increased attendee satisfaction:
When registration is straightforward and quick, attendees’ first interaction with your event is positive. Simplifying the registration process respects their time and indicates the event will be well-organised.
2. Higher completion rates:
A concise and relevant registration form reduces the chance of attendees abandoning the process midway. By focusing on essential information and streamlining the flow of questions, you minimise frustration and fatigue. This not only ensures a better turnout but also provides you with more complete and reliable data.
3. Quality data collection:
By thinking strategically about the kind of data you gather, you can make informed decisions about event content, logistics, and marketing. This leads to a more tailored event experience for attendees and more effective management for organisers.
4. Operational efficiency:
Efficient registration saves time and resources. By automating parts of the process, such as confirmation emails or payment systems, you’ll reduce the administrative burden on your team.
5. Enhanced reputation:
A seamless registration experience contributes to the overall reputation of your event and organisation. Attendees are likely to share their positive experiences with peers, potentially increasing future participation and interest.
A Brightelm story: How we simplified parental consent for a youth event
Brightelm recently worked with Peacejam UK, an amazing youth-focused non-profit organisation that was struggling with a key aspect of registration. They needed parental consent for all attendees under 18, and their manual method was causing significant delays while burdening already-stretched staff. The team was spending hours tracking down parents, managing stacks of paper forms, and trying to keep everything organised and compliant.
Understanding the urgency, our team introduced a registration system that immediately identified attendees under 18 and sent a direct link to parents for digital consent. This streamlined process meant permission could be given quickly and easily, and the event staff had a real-time view of who was cleared to attend.
This new system drastically reduced the administrative burden and minimised the risk of lost or incomplete forms, ensuring every young attendee was accounted for and had the necessary permissions. The organisation saw an immediate improvement in efficiency and compliance, and both parents and staff appreciated the simplicity and effectiveness of the new approach.
Improve your registration process: 7 steps to success
To help you get the most out of your registration process, we’ve created a step-by-step guide using Brightelm’s tried-and-tested best practices.
Need to outsource to the experts? Brightelm has everything you need
When it comes to event registration, having a specialist team by your side isn’t just about smooth operations; it’s about crafting a strategic approach that puts your attendees first and makes every part of the process count.
If you’re looking to refine your approach or explore new ways to make your registration process work harder for you, our experienced team has everything you need. Here’s how partnering with Brightelm can get you ahead:
- Strategic design: We don’t just build forms; we design registration experiences. We ensure that the right questions are asked at the right time, no matter how complex or numerous your user pathways are.
- User-centric focus: This means considering how each question, each click, and each step in the process makes your attendee feel, and removing any barriers to engagement.
- Effective data management: Data isn’t just about numbers and names; it’s about insights, preferences and potential. We’ll gather information effectively and responsibly, so you can make informed decisions.
- Resource efficiency: Our streamlined processes and adept use of specialist software like Eventsair (or your preferred platform), means you spend less time on admin and more time on high-value tasks.
Looking for registration support? We’ll design a customised system that works brilliantly for you and your attendees.
Author: Jonathan Richards, Project Manager, Brightelm. Published January 2024.