Registration Forms: How to Make Them Irresistible with
Cancellation Policies
Attract unsure registrants to register with an irresistible "no
risk" cancellation policy. Make it easier for them to buy now
because they always have the option to change their minds later.
It takes the pressure off and makes it risk-free for registrants
to say "Sign me up!"
Be Registrant-Friendly
There are so many events with strict cancellation policies and
liability statements that it is refreshing to see an event that
is registrant-friendly. Similar to having money-back guarantees,
the number of additional registrants attracted by a "no risk"
cancellation policy will far outweigh the number of people you
may refund.
Liability Statements are a... Liability
Liability statements may reduce your risk, but it's at the cost
of valuable registrants. By using such statements, a provider
may give prospective registrants the impression that the
provider often cancels their events. Otherwise, why would the
statement be included in the offer? By planting a seed of doubt
in the prospect's mind, a provider creates uncertainty about
whether an event will make it.
Restrictive cancellation policies and liability statements cause
prospective registrants to postpone their decision until they
are absolutely sure of going. This lack of enrollment can play a
part in the cancellation of an event. So use a "no-risk"
cancellation policy. Get rid of your liability statements. Enjoy
increased attendance at your events.