If the “zeroing in” phrase looks too peculiar in that title, let me tell you it’s a pun. This blog is about selling more tickets with zero budget, but ain’t I too cool for a title that simple?
I see presenters spending so much on advertising and marketing campaigns that have zero (why am I using this word, or number, so much!?) effectiveness. What they don’t realize is that the conversion rate (percentage of website visitors who end up registering for your event) should be their prime focus. For example, if a 1% conversion rate meant 600 attendees, 2% will directly imply 1200 registrations. Now that you know how serious this is, let’s go ahead.
Oh, and I totally forgot, all these methods are going to cost you zero (again!) money, just like Yapsody’s General Admission events (that’s how marketing is done, folks).
The primary rule of website content is that all of it should aim at selling your event, directly or indirectly. All. Of. It.
Once you’ve fitted that in your head, drill these rules, too:
- Start with your conclusion
- Use headings
- Keep the content crisp and brief
- Bullet and number information
- Highlight important information
- Respect privacy and copyrights
Now that we know the rules, let’s play the game. The kind of content that you could put up on your website includes:
- Information related to top speakers, previous participants, and also feedback that previous attendees have given, celebrity endorsements, press mentions, pictures from your previous events etc. in order to build trust.
- Up-to-date information i.e. always keep an eye on prices and discounts that your website displays. You could also embed a Twitter/Facebook feed or run an active blog.
- Nothing that doesn’t serve the purpose of getting people to register for event. This is usually the annoying banners selling foreign products, newsletter subscriptions, or auto-playing videos that can be really distracting and ward off potential registrants.
CALL TO ACTION
This is how you have to actually provoke website visitors to register for your event. To the eyes of the audience, it’s just a button, but to a presenter, these four elements actually build the button:
Offer your registrants something that’s beyond good speakers, food, venue, and agenda. It’s only when you offer them discounts or free coupons that you actually grab their attention.
Create a feeling of urgency to persuade them to register immediately, or they might exceed the time limit or the event might sell out. Limiting the time and quantity makes people who are probably not even interested get in the flow and register.
If you’re hosting a great event, you shouldn’t be hesitating in assuring registrants that they are guaranteed complete refund on cancellation or in other similar scenarios. This makes you more dependable and eradicates double thoughts from their minds.
Your call to action statement should be a strong imperative verb that invites the viewer to perform a task immediately, almost subconsciously. Verbs like “Buy Tickets” or “Register Now” possess the characteristics of a strong call to action.
Start off with chalking out the average price of your ticket, and construct all ticket categories, special offers, and discounts around that price. For example, if your average ticket price is $30, your tickets should range from $25 to $50. Make use of these tactics to maximize sales:
- Have a minimum of two categories always (VIP and Executive, for example)
- Have at least three ticket types that trigger urgency (Earlier than Early Bird, Early Bird, Standard)
- Special offers can comprise of discounts for tickets amounting to more than $100, group discounts for 5 people and so on.
- Code discounts are yet another way to offer discounts that can be made exclusive and limited in time/quantity so that people feel the urge to use them.
NEVER offer tickets at a lower price than you did before for the same event. This is highly frowned upon in the events industry because your attendees will be infuriated if they purchased tickets to your event 3 months prior to the event, and people are availing “last minute discounts” to get them at a cheaper rate.
Your advertisements and promotional gigs may have lured people into visiting your website, but if your registration and checkout process is not impeccable, your conversation rate may take a dip. Make sure you keep the following points in mind when you craft your registration process:
- Make your registration form as simple as possible. If you have fields that may be unclear, don’t forget to add help text.
- Make it concise. Don’t ask for irrelevant and unnecessary information.
- Account registrations seem to lengthen the process to visitors, so try to avoid them.
- Localize language, currency, and payment methods depending upon the market and your target audience, because this is said to boost registration by up to 300%.
- Restrict the registration process to your website and avoid redirecting your visitors to another webpage, as this discontinuity and inconsistency may tamper with your brand’s identity.
- Use the right event registration and ticketing software that caters to all your needs. Yapsody offers you a ticketing platform that is user-friendly and professional at the same time, and has a number of other features *embed a link to the features page here* at your disposal that can help you plan out your event efficiently.
Your marketing campaigns are bound to fail if your website, which is practically the face of your event, isn’t up to the mark. Make sure you incorporate these four C’s as you work on your website, and your conversion rate is very likely to boost up.
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