Your email marketing blast generated plenty of clicks, but the registration needle hardly moved. What's up with that? For every smooth registration, there are many other frustrating moments that cause people to bail on your conference invitation. You worked hard to earn that "maybe" click. Here are three detours that could be getting in the way of converting them to YES:
This isn't what I thought it would be.
You crafted a powerful message that zeroed in on critical issues for a targeted audience segment, but when people click, they go to a generic home page. Suddenly, they're in a "one size fits all" world and wondering if this is a fit.If you serve up a niche message, when they click they need feel like they belong. Take me to my tribe and a special page that highlights sessions of greatest interest. Alumni campaign message? When they click, take them to a "Welcome Back" page and when they register, make sure fields are pre-populated with last year's data. Years ago, this kind of customization was tricky. Now it's not only easier - attendees expect it.
You closed the deal too soon.
Your message was intriguing, but the recipient hasn't made their decision yet. Unfortunately, when they clicked the link, it went straight to the registration page. Even worse, there's no link to learn more about the conference. You want to be efficient, but if you proceed to "get your credit card out" too soon, you'll lose them. One option might be a splash page with two options: (1) Learn More; (2) Register Now. Give prospects a chance to identify where they are on the decision cycle.
I feel like I'm being interrogated.
You earned my YES, but now I'm navigating through endless screens. You want my membership number, password and a DNA sample from my firstborn.But wait, isn't data important? Absolutely, but save the follow-up questions for later. Secure that first YES as fast as you can and later, you can follow-up with more questions (don't go overboard). By the way, if you expect me to have my membership number handy, I expect you to have it, too. Give people an option to bypass that field, add language to your confirmation message that this is pending membership verification and handle this for them. Staff efficiency should never trump the attendee experience. Make it easy, make it fast and get 'r done.
Cvent delivers on this fast/easy expectation and then some. If your current registration system prevents you from scoring that YES, you'd be wise to give the nimble and speedy Cvent Event Management system a closer look.
Written by Donna Kaster.
