Networking is unarguably the most important part of building any brand or company. In connecting with peers around the globe anything is possible, from sharing revolutionary ideas to refining industry strategies. While much networking today can be done online, events still add value, allowing like-minded individuals to share inspiration and expertise. One such upcoming event is the ad:tech exhibition and conference for marketing and media communities to assemble to “share new ways of thinking and define new strategies to compete in an ever-changing marketplace.”
Event websites drive event attendance but are often tricky to navigate. We’ve selected the ad:tech conference site to analyze for best practices. The website includes important trends expected on a modern site, such as responsive design, card layouts, and vibrant color schemes. But we specifically focus on user-journey takeaways from the registration process that you can pocket to power your next event.
- Make Social Simple
The ad:tech site uses a social media marketing plugin called InGo, fusing online networking with in-person events. The first step in the registration process leads to InGo’s login widget, inviting users to enter their social networking profiles (Facebook, LinkedIn, or Twitter). The next step is auto-filled with attendee information extracted from the social profile. This keeps it quick and simple for the user while giving the event organizer more insight into event attendees.
The key to a high-converting event registration process involves making the user journey simple and enjoyable. This means motivating users with social engagement and reducing the number of clicks necessary for completion. While ad:tech’s registration process is highly social, we would recommend that they reduce the number of steps in their registration process and limit the number of required questions, while still providing the same amount of clear user direction.
- Apply Positive Peer Pressure
The connected social profiles provide the ability to post the event to an attendee’s social network. Their contacts can in turn invite the best of their networks, quickly spreading awareness of the event. InGo features a trademarked service called ‘Who’s In’, where attendees can find out what influencers will be attending the event, giving them a basis for who to invite and generating excitement through word-of-mouth marketing. We consider this a major plus.
- Automate but Keep it Personal
Give event registrants the opportunity to automate social posting. The ad:tech experience includes a checked box that gives InGo, and consequently ad:tech, permission to post to individual social networks. Attendees can easily let their friends and colleagues know what’s next on their professional agenda with the click of a button. This is invaluable for event coordinators who wish to gain more exposure to relevant networks.
Overall, the InGo registration process has created a smooth, user-friendly experience for ad:tech. Its design appeals to users through colorful and direct visuals which allows little room for confusion. The process gives users the ability to engage personally and make the event their own.