032: What Should Happen After Someone Registers For Your Online Summit?

Nov 26, 2019

The moving pieces that kick in once an attendee registers for your summit play a huge part in your success. In this episode, we'll cover the 5 pieces in your summit's registration process, what it looks like from an attendee standpoint, and mistakes to avoid.

Transcript

Hey, Hey, welcome to the Summit Host Hangout podcast where you'll learn how to plan, strategize, and launch your profitable online summit, no influencer status necessary. I'm your host, Krista from Summit In A Box, and we are kicking off a short series about registering for your summit. Today, in episode 32, we're breaking that down to chat about the process of what it looks like when someone registers for your summit. We're going to cover the pieces that your registration process should have in place, what the process looks like when an attendee registers and some mistakes to avoid.

Before we dive in, I have a free cheatsheet that goes along perfectly with this. It's called 19 Keys to a High-Converting Summit Registration Page. In it, you'll find a checklist of each important piece to include for easy access plus details on each of those items. To learn what to include on your high-converting registration page had to summithosthangout.com/registration.

What to Include on Your Registration Page

Let's start by talking about what to actually include in your registration process. What pieces do you need to keep in mind and five things that I always like to think about. They are the registration page, the thank you page, the registration email sequence, the All-Access Pass offer and appropriate tagging and automation. Let's break those down and go through each of them in a little more depth.

Registration Page

First is the registration page, and this is the first thing someone's going to see after they see a promotion for your summit in their inbox or on social media. Their first really strong impression is coming from this registration page, and I won't spend a ton of time on this because our next episode is going to break down exactly what to include and you can go grab that freebie I just mentioned, but this is not a place to just have like a short landing page with the fact that it's a summit and a button for them to sign up.

Treat this almost like a course or service sales page enough to be quite that long. But I want you to really think about the pain points and the benefits that are going to get your audience to want to register for this event. That's really the most important piece apart from actually being able to sign up, which means integration with your email marketing platform.

Thank You Page

After someone signs up, they're going to be brought to the thank you page and there are a couple of ways that I've seen someone do this, but I very highly leaned towards one. Let's start with the easier one, though, and that is just that: a thank you page, maybe a video of yourself thanking them for joining, telling them to go check their inbox for what's next. That is certainly an option. However it is not what I recommend because your summit's income will soar if you, instead, make them a limited time offer of your All-Access Pass on that page.

So once they register, they're redirected to your All-Access Pass sales page, and you have some kind of special offer for them. Whether it is a limited time bonus or a limited time time discount, something they can only get if they act fast and make the decision to buy right then. I talked all about increasing your All-Access Pass sales with limited time offers in episode 10 so check that out if you haven't yet, but this is a really powerful way to get more bang for your buck when it comes to your summit and the registration process.

Registration Email Sequence

After someone registers, they're going to get your registration email sequence. In episode 34 I'm going to bring on a guest to go more in depth on your registration email sequence. But this series of emails is meant to keep your audience engaged and increase engagement between the time they register and the time your summit begins.

Give them a background of where the summit came from and how it's going to help them. Give them some looks at the details of the summit, like who's speaking and when. Send them the schedule, send them little surprises to get them excited, whether it's a sneak peek at a presentation, early access to a presentation, or a quiz, which is something I love to do. The purpose of this is to keep them engaged and hopefully make more sales of your All-Access Pass.

All-Access Pass Offer

The fourth thing that's a part of this process is what we've talked about already: your All-Access Pass offer. You need to know if you're going to have any limited time offers after someone registers, if you're going to have a lower price before the summit starts versus during or after it. This is a piece you need to know ahead of time.

Appropriate Tagging and Automation

Then the last part of your registration process is the appropriate tagging and automation in your email marketing platform. When someone signs up for your summit, they should be tagged as registered, and they should not get your normal newsletters until after the summit is over. I'm actually on a email list right now for a summit that I signed up for to stalk, of course, and I'm getting her regular newsletters all throughout this, and it's just confusing. It increases the likelihood that someone is going to just unsubscribe and not care about your summit at all. I'm actually still getting pitched to sign up for that summit, even though I'm already a part of it, so that's where this appropriate tagging and automation is so important. You want to keep that in mind and then you also want to tag people once they purchase so you're not continuing to pitch them if they've already purchased your access pass.

Keep those things in mind that those are the big pieces of your registration process.

What the Registration Process Looks Like as an Attendee

Let's just talk through quickly what it actually looks like for an attendee. When they register, they're going to start by landing on your registration page, which fits their pain points, speaks to the transformation they want to receive and includes all of the important details on your summit. Again, you can go to summithosthangout.com/registration for the 19 really important things you have to include on there.

They're going to click a button to enter their information and then hit submit there to sign up and get their free ticket. At that point they are registered, but then they're brought to a thank you page. This, like we talked about, shouldn't be a normal thank you page. If you're trying to monetize here, give them a special offer for your All-Access Pass right off the bat. Like I said before, check out episode 10 for more information on limited time offers. It's a really great way to increase your results here.

Once they land there, they're going to choose whether they want to purchase or not, but behind the scenes they're being tagged as being signed up for your summit so your email marketing system knows that they're signed up at that point and they're going to get automatically added to your registration email sequence. That first email is going out to them right away. Like we said, this is going to keep them thinking about your summit, remind them to purchase the All-Access Pass if they haven't already. It's going to keep them engaged and it's going to get them in your Facebook group where you can engage with them even more so from an attendee standpoint, that's what the process should look like.

Mistakes to Avoid

I want to cover some mistakes to avoid before we wrap up here, and there are four that I see a lot.

Selling your All-Access Pass on the Registration Page

First is selling your All-Access Pass on the registration page itself. This is really tempting to do because I know monetizing is probably a big reason you're doing the summit, but the problem is with this it splits the focus of the people that are registering. It really it confuses them. It forces them to go from deciding whether or not they're going to sign up to deciding whether to sign up, deciding whether to purchase and deciding whether they should do both or just one. You're moving them from one question to three, and we want to remove as many questions as possible. Goal number one is to get them signed up. And after that you can worry about getting purchases. Okay? Don't try to sell your access pass on the registration page.

The Wrong Positioning

The second mistake I want to talk to you about is something, again, we talked about a little bit before, but that is having the wrong positioning and trying to sell a summit on your registration page. I see so many summits where the positioning is just way, way, way off. People are not signing up for a summit. They're not going, Oh my gosh, I love summits. I need to sign up for this, except unless they're me, of course. They're signing up for a transformation. So think of your registration page like a shorter form sales page. Highlight their pain points, explain the benefits, show them that transformation. That's what's going to make your registration page more impactful. Episode six of the podcast covered positioning for your summit success so check that out if you want more information there, but I really want you to focus on not selling a summit through your registration page.

Not Having a Registration Sequence

The third mistake to avoid is not having a registration sequence. Your registration email sequence is so powerful. It gives them really easy access to information about your summit. It Introduces new audience members to you because remember some of the people, many of the people signing up have never heard of you before because they're coming from your speakers and affiliates, so this is your chance to introduce yourself to them. It's going to provide them with a ton of value and some quick wins to keep them excited. It's going to make sales your All-Access Pass for you, and it's keeping your attendees warm until the summit actually starts.

This is especially important when you're opening up registration two or three weeks before the event begins. You don't want them to forget about signing up and getting your day one summit email and being like, who the heck is this person and why are they emailing me? I didn't sign up for this. You want to have that registration sequence in place. In two episodes from now, episode 34, we are going to have a launch copywriter come in to talk about all this, so stay tuned for that. It's going to be a good one.

Sending Regular Newsletters During Summit Promo

But for now, let's move on to this fourth mistake, which is again something I talked about, but I really want to highlight it: sending your regular newsletters to the people who sign up for your summit. Whether they're already on your email list or whether they're new, should not get regular newsletters from you and until the summit is over. They are way more likely to unsubscribe if they sign up for the summit and are all of a sudden getting hit with random information before it even begins, especially if they're new to you. Once someone registers, tag them as being registered and then leave them out of your regular newsletter list, you can rest assured that they're getting the registration email sequence you have set up so they're not forgetting about you, but they're also not getting annoyed with information they don't want right now.

As a quick recap, after someone registers for your summit, they're going to get a great offer for your All-Access Pass to get them when they're really already in a "yes" mood and then you're going to send them great information until your summit begins.

Action Step

It's really as easy as that to explain, but I know there are a lot of moving pieces in the background, so your action step for today is to map out your registration process and take note of the important details from this episode that you really want to pay attention to.

Thank you so much for tuning in today. In the next episode we'll chat about what I include on my registration page, so be sure to tune in for that.

Before you go or hit the next episode in your binge session, be sure to grab my 19 Keys to a High Converting Summit Registration Page cheatsheet. In it, you'll find a checklist of each important piece to include for easy access plus details on each of those items. To learn what to include on your high-converting registration page had to summithosthangout.com/registration

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