7 marketing ideas to improve your conversion rates (for events, activities, courses)

Effective marketing is crucial for driving conversions on your registration forms. In this article, we’ll explore 7 marketing tactics that can significantly increase your form conversions for events, classes and activities.

1. Early Bird Discounts
2. Timely Marketing
3. QR Codes at Front Desk and Events
4. Email Marketing to Drive Traffic to the Form
5. Segment Lists based on registration status 
6. Retargeting Abandoned Forms
7. Leverage Seasonal Weather Changes in Your Marketing

Early Bird Discounts

Offering early bird discounts is an excellent way to create urgency, incentivize quick action and improve registration form conversion rates. By providing a limited-time discount, you encourage potential customers and returning clients to complete the registration form sooner rather than later.

• Set a Deadline: Clearly define the timeframe for your early bird discount (e.g., “Register before September 1st for 20% off”).
• Promote Urgency: Use language that creates a sense of urgency (e.g., “Limited spots available—don’t miss out!”).
• Highlight Savings: Emphasize the discount in your marketing materials (e.g., “Save $50 when you register early”).

Timely Marketing

Timing is everything when it comes to marketing. Sending promotional messages at the right moment can make all the difference in whether a potential customer decides to convert.

• Identify Peak Times: Analyze when your audience is most active and plan your campaigns around these times (e.g., evenings or weekends).
• Tie to Events: Align marketing campaigns with key dates or deadlines (e.g., “Register before the upcoming holiday weekend”).
• Schedule your Outreach: Automate your marketing messages to go out at optimal times using tools like Mailchimp or Activity Messenger.

Use of QR Codes for Contextual Marketing

One of the best ways to increase your conversion rate is to simplify registration in the context of a client or lead interacting with your organization (events, open house, kids birthday party, trial class, etc)

QR codes offer a simple way for customers to access your registration forms directly from their smartphones.

Add a QR code at your front desk or during events like dance recitals or a gymnastics competition provides an immediate way for people at your event to fill out your form and convert.

• Display QR Code: Place QR codes in high-traffic areas, such as the front desk or event programs, where they are easily visible.
• Simplify Access: Ensure the QR code links straight to your registration form, minimizing steps for users.
• Encourage On-the-Spot Registration: Make an announcement to prompt attendees to scan the QR code and secure their registration right away.

Email Marketing to increase traffic to the Form

Email marketing is a powerful way to send leads information about upcoming programs.

By sending targeted emails that clearly outline the benefits of registering, you can significantly increase form completion rates.

• Craft Informative Emails: Explain what users can expect after registering (e.g., “Gain early access to our exclusive summer camp”).
• Include Testimonials: Add customer testimonials or success stories to build trust and provide social proof.
• Add a Clear CTA: Ensure your emails have a strong call-to-action with a direct link to the registration form (e.g., “Register Now”).
• Link Straight to the Registration Form: We want to avoid having clients jump through hoops to convert. The link in the email should be straight to your registration form and not your website.

Segment Lists based on Registration Status

Segmenting your email list is crucial for ensuring your marketing outreach is effective. By filtering your list to include only those who have not yet completed the registration form, you can target these individuals more precisely.

• Create Segments: Use your email marketing platform to create a segment of users who haven’t filled the form yet.
• Personalize Content: Tailor your email content to address common reasons for not completing the form (e.g., “We noticed you started signing up but didn’t finish—here’s how to complete your registration”).
• Send Reminders: Schedule follow-up emails with additional incentives (e.g., “Complete your registration within the next 24 hours and get free merch”).

Retargeting Abandoned Forms

Some users may start the registration process but abandon it before completing payment. To recapture these potential customers, a retargeting strategy using SMS and email is essential.

• Set Up Abandonment Triggers: Use Activity Messenger to trigger SMS or email reminders when a user abandons their registration.
• Include a Direct Link: Make it easy for users to pick up where they left off by including a direct link to the partially completed registration form.
• Create Urgency: Add urgency to your messages (e.g., “Complete your registration now—limited spots left!”).

Leverage Seasonal Weather Changes in Your Marketing

The weather can play a powerful role in influencing customer behavior, making it an important factor to consider to improve conversion rates.

• Monitor Weather: Keep an eye on the weather forecast and adjust your marketing messages accordingly (e.g., “As the colder days approach, it’s the perfect time to sign up for our fall programs”).
• Align Offers with Seasons: Promote relevant programs or activities based on the season (e.g., “Get ready for summer with our spring training camps”).
• Capitalize on Mindset Shifts: Use weather-related messaging to tap into the seasonal mindset (e.g., “Don’t let the winter blues get you down—sign up for our exciting summer camp today”).

 

By applying these marketing strategies, including leveraging QR codes and seasonal changes, you can create a seamless experience that guides potential customers from interest to action.

With actionable steps like setting up early bird discounts, timing your campaigns, segmenting your email lists, and utilizing weather-related promotions, you’ll be well-equipped to boost form conversion rates and turn potential leads into loyal customers.