Did you know studies point to 120% growth in the online registration sales market by 2028?
Naturally, this shift comes from audiences embracing new technologies and solutions that let them buy tickets without leaving home.
After all, who wants to deal with lines these days, right? With so many benefits available, the best time to sell registrations online is now!
Especially when you prioritize secure purchasing and complete online registration forms for your audience.
Here’s how to do it! Learn more about:
- Main online registration formats
- How to create a free online registration form
- How much to charge for online registration?
- Where to sell online registration?
Main online registration formats
To start, you need to know the registration or ticket options you can offer online. They are:
General admission
This can be offered to the general public, who register by filling out a registration form.
It’s the simplest type of registration and doesn’t require any prerequisites.
Group tickets
Contrary to what many think, you can also offer group tickets through online registration forms.
This is a collective sale that offers discounts for groups compared to the general admission price.
To enable this type of online registration, you need ticketing software that creates a group registration category, like Even3 does.
This way, you get more control over your sales and the data of those attending your event.
Half-price tickets
Remember to also offer a half-price option! In Brazil, it’s required by law (Federal Law No. 12,933).
The law requires that 40% of tickets be offered at half price to:
- Students;
- People with disabilities and their companion;
- Young people aged 15 to 29 with a family income of up to 2 minimum wages;
- Seniors aged 60 or older.
But this rule is only mandatory for events in the following categories:
- Musical shows;
- Circus shows;
- Sporting events;
- Educational events;
- Leisure and entertainment events.
If your event falls under these categories, you should request supporting documents during online registration.
This can be done easily through Even3’s registration form, which lets the organizer view and verify the authenticity of the documents.
How to create a free online registration form?
As I mentioned, online registration is completed through a form or registration link.
This is where attendees fill in important information, such as name, ID number, and email.
In fact, this is the same data used for certificates, and it can be filled in automatically on Even3.
But forms are also really important for getting to know your audience better, and even for ensuring secure payment.
That’s why an online registration form should include:
- Standard questions to identify and individualize the buyer, such as name and email;
- Few questions, since overly long forms can make attendees give up on the purchase;
- A consent checkbox for data collection, in line with data protection regulations.
These can be built with form tools like Google Docs or Typeform.
Or through event platforms like Even3, where you can track registrations, create a site for your event, sell tickets, generate certificates, and manage every stage of your organization.
How much to charge for online registration?
Many organizers also choose to sell registration online.
But few know how to choose the ideal price for their ticket.
Let me explain how to do it.
1. Analyze your audience
First of all, your ticket price should match what your audience can pay, right?
That’s why it’s ideal to know them well. To do this, do some research and try to understand their needs, aspirations, and average income.
You can research competitors, interview your audience, run market analyses, and more.
2. Plan your event’s finances
Once you understand your audience, you’ll know what to offer to keep the ticket affordable.
In that case, financial planning is essential! You need to define the expenses that will make up your budget, such as venue, speakers, hiring staff…
Remember to note down everything you’ll spend and your sponsorship quotas, if any. This way, you’ll be able to set a ticket price that covers your expenses.
3. Choose the ideal format
Speaking of budget, you know each event format has a different cost, right?
That’s why ticket prices usually vary depending on whether the event is online, hybrid, or in-person.
For example, online events are traditionally cheaper than in-person ones. That’s because they don’t have costs like venue, travel, coffee breaks, and so on.
But it’s not a hard rule! When choosing the format, weigh the associated costs and pick the best option based on your event’s goals.
4. Analyze the competition
Another important factor in setting your ticket price is comparing it with the average price charged by competitors.
After all, you don’t want to lose ground to a cheaper competitor, right?
Also, if you want to charge higher prices, you need to deliver differentiators and unique experiences at your event. This should be clear to your attendees!
So find out the registration prices your competitors charge, their payment methods, and their sponsorships.
Analyze their reality, schedules, speakers… and how you can position yourself competitively in that landscape.
But know that the price they charge isn’t necessarily what you should charge. It should just be a reference point.
5. Do the math and compare the data
Finally, you should already have a value in mind, right?
Your research will give you a reference point. But some differentiators can add value to your event, even without necessarily being a cost.
For example, the work time invested and the experience provided to your attendees.
All of this can influence your online registration price. So how do you charge for it? There are two calculations you can make:
1. Non-profit
If you don’t want to make a profit above the cost of the ticket, simply divide the total event cost by the expected number of attendees.
But be careful! If you don’t sell out all your online registrations, you could end up at a loss.
So it’s recommended that you not base your price on selling 100% of tickets, but rather on around 70% of your expected audience.
2. For-profit
If you want to turn a profit, your revenue needs to exceed your costs.
This value is added to the event to give it worth, to pay for your invested work, the experience provided, certificates…
Profit reflects the benefits offered. That’s why you should show them to your attendees, proving you’re a reference in the field, deliver quality, bring in high-level speakers, and more.
Since there’s no exact profit figure, you need to determine it based on the research you did earlier.
It should fall within your audience’s expectations and be competitive.
Organizers commonly set a profit margin of 20%.
So, to set your registration price, just divide the event’s total cost by the number of attendees.
Then, multiply that result by your profit margin — for example, by 1.2x. Now you’re ready to sell your online registrations!
Where to sell online registration?
Finding the ideal place to sell your online registration can be challenging.
That’s why I’ve listed the main things you should look for in a ticket sales site:
App and event website
First of all, a digital channel is essential for selling online registration.
In this case, the more options you have, the greater your chances of reaching your attendees and selling tickets.
So, when looking for a place to sell your registrations, prioritize a platform that offers an exclusive website for your event.
Some even offer this service for free, like Even3.
Also, prioritize places that offer a good mobile experience. After all, nowadays a lot of people prefer to shop from their phones.
This way, apps can be really useful and help attract an audience to your event.
Offering a variety of payment methods
To reach an even wider audience, offer a variety of payment methods. This gives attendees flexibility and speeds up their purchase decisions.
It’s important to offer the most popular options in each country, beyond the traditional cards and bank slips.
For example, any event created on Even3 offers more than 150 world-famous payment methods.
This makes it easier for people from other countries to complete their purchase when they see payment methods that are common in their home country.
Some examples of these methods are Pix in Brazil, Oxxo in Mexico, and Baloto in Colombia.
Security
Speaking of payments, it’s extremely important to look for a platform with a secure purchase area for your attendees.
This will protect them from data leaks and scams. Digital platforms also offer the security of legally required refunds within 7 days of purchase.
That’s why you should look for platforms with security seals and approvals from trusted consumer review sites.
Also, avoid selling online registration outside of a platform. Otherwise, you’ll also be exposed to risks like online scams and fraudulent payments.
Full event management
Have you ever imagined receiving a registration and instantly tracking that attendee’s data, their purchases at your event, and submitted papers?
Or better yet, using that same information to automatically fill in certificates and check in those same attendees?
All of this is possible if you can manage every stage of your event in one place.
That means integrating the key moments essential to your event running smoothly and automating activities.
For example, having your event’s balance automatically updated with every new purchase.
This way, you’ll save time, money, and avoid countless spreadsheets and headaches.
But not every place that sells online registration allows this kind of control. Only event platforms do.
On platforms like Even3, you can organize your entire event in one place and even share access with other organizers.
This way, you’ll be able to plan and organize events 2x faster.
Ever imagined that being possible? Discover Even3’s main benefits and create an event for free.
