- Consider the User Experience: Stand in your customer's shoes and objectively examine each pricing tier in terms of its USP (Unique Selling Position). Can the benefit of each pricing tier be quickly and easily conveyed? If not, a big risk is that the delegate will go with the cheapest option - whether or not that is really the best option for them. This can lead to additional administrative cost from processing refunds and/or even worse, an unhappy customer that didn't register for the tier that fits their needs and then ends up with a negative impression of the event overall.
- Be Consistent: While the event itself must always be changing and evolving, the registration process can benefit from familiarity. Re-learning how to register every year can be tedious, so make it as comfortable and easy as possible for both new visitors and returning visitors alike. Some registration systems offer attendees the ability to remember details, making registration in subsequent events even easier.
- Use the Data & Research Trends: Except for launch events, registration data from previous events can be especially useful in determining what worked and what didn't in terms of the pricing structure when looking year-over-year...given the pricing structure isn't too varied from the previous years. How many delegates returned? Did they register at the same tier as last time? Were add-on events/items utilized during the registration process or did attendees engage more while onsite? Glean as much information as possible on what the audience actually utilized from the data at hand.
- Be the Voice of Reason: Don't go crazy trying to accommodate every one-off request by giving those options to everyone that will register. By knowing the target audience and structuring registration according to that audience's needs, the vast majority of delegates will be covered by just a few options. Don't confuse the 99% because of that 1% of high-maintenance attendees.
- Request, Review & Incorporate Feedback: Include questions in the post-event survey asking what attendees liked and didn't like about the registration process. But most importantly, review feedback received prior to finalizing the registration pricing structure for the next year or event. This can be used to an event's marketing advantage by outlining how organizers have heard attendees and acted on their feedback.
Have you ever landed on a registration page for a meeting or conference and thought "Wow, that's a lot of options"? Even a seasoned conference-goer can be easily overwhelmed by too many choices and pricing tiers. Finding a happy medium between registration options event producers want to offer and options delegates actually want (and understand) can lead to an uptick in registration profits without really changing the structure of the event itself. Try one or more of these suggestions for striking the right balance between pricing success and turning off potential attendees:
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