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Online Registration: Getting people to use it.
In our last article we
talked about the benefits of online registration in terms of
time, money and convenience. So let�s assume you�re sold on
the benefits and you�ve gone out and set up an online
registration system with a vendor. Now what? Before you can
reap the benefits of the system, you have to find a way to
actually get people to use it.
With that in mind we�ve come up with a few tips on how to get
customers to use your online registration system.
Educate your customers:
Your customers may be used to faxing and phoning-in
registrations, or they may think it�s too complicated, or just
wary of providing information over the internet. Whichever it
is, you should let them know why you are using online
registration. Outline the
benefits for them and for you. At a
minimum they need to know that your online payment option is
secure, that the form is easy to use and will make the process
of registration easier and more efficient for all involved,
and lastly, that you have a solid privacy policy about the use
of information you collect on your registrants.
Make online registration the preferred or only option:
If you can get away with it, having online registration as the
only option would be ideal because it saves you from having to
do any manual data entry. If that�s too great a leap, you
should still make it clear in all your promotional materials
and on your event website, that online registration is the
preferred method as it will make things much easier for both
you and your customers.
Make it obvious:
Make the link to the online registration form prominent in all
your promotional materials and on your event website. If you
send an invitation or print an ad, make sure your customers�
eyes are drawn to information telling them where to register
online. On your event website, give large, prominent, obvious
clues e.g. �Click here to register online� in big letters or
have a big �Register� button. If you must provide phone and
fax registration numbers, make them less prominent.
Provide incentives:
Bribery is a great way to get people to do something. We all
have a price. Offer incentives to customers who use your
online registration system. Offer discounts or random draw
prizes, for example, available exclusively to online
registrants.
For more ideas and advice about getting people to use online
registration, please feel free to
contact us.
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