🇺🇸United States

Complex Multi-Step Registration Causing Attendee Drop-Off

2 verified sources

Definition

Lengthy, multi‑page registration and payment flows with redundant questions cause attendees to abandon before completing payment. Event‑registration analyses explicitly link too many steps and missing progress indicators to higher abandonment and lower conversion.

Key Findings

  • Financial Impact: 3–15% of potential registrations lost depending on baseline, equating to $30k–$150k per $1M potential revenue for events with heavily optimized vs. poor flows.
  • Frequency: Daily during online registration periods
  • Root Cause: Over‑collecting data in one session, poor UX design, lack of mobile optimization, and not providing save‑and‑return functionality.

Why This Matters

This pain point represents a significant opportunity for B2B solutions targeting Events Services.

Affected Stakeholders

Marketing and growth, UX/product owner for registration, Registration manager

Deep Analysis (Premium)

Financial Impact

$15k-$60k per activation in operational overhead and data quality issues • $20k-$80k per event in catering/logistics overages (5-10% of per-event operations budget) • $25,000-$75,000 per $1M from catering misalignment, volunteer inefficiency, and poor attendee experience

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Current Workarounds

Accounts Manager sends follow-up payment reminders manually; conversion tracked in separate CRM; post-campaign data reconciliation • Accounts team sends manual payment reminders; convention budget reconciled post-event; attendance forecasts revised manually • Event day phone calls to confirm attendance; manual check-in with paper lists; catering overage/shortage common

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Methodology & Sources

Data collected via OSINT from regulatory filings, industry audits, and verified case studies.

Evidence Sources:

Related Business Risks

On-Site Check-in Bottlenecks Reducing Attendee Throughput and Sales

Lost on‑site upsell and walk‑up revenue often in the low to mid five figures per large event (e.g., $10k–$50k) when potential attendees or upgrade buyers abandon due to excessive wait times.

Abandoned Registrations from Broken or Friction-heavy Payment Flows

~3–10% of potential registration revenue ongoing (e.g., $30k–$100k per $1M in annual ticket sales), based on documented cart‑abandonment from payment friction in event registration articles extrapolated to paid events.

Lost Upsell and Corporate Group Revenue from Limited Payment Options

Often 5–15% of potential B2B/group ticket revenue (e.g., $25k–$150k per year for events targeting corporate buyers), based on event‑tech providers’ reports of lost corporate and international registrations when payment and approval options are restricted.

Hidden and High Processing Fees Eroding Net Ticket Revenue

1–3% of gross ticket revenue (e.g., $10k–$30k per $1M processed annually) in preventable over‑fees, over and above necessary interchange costs.

Manual Refunds, Cancellations, and Transfers Driving Extra Labor Cost

$2k–$10k in staff time per mid‑size event with frequent changes, depending on volume of cancellations and transfers and local labor rates.

Excessive Staffing at In‑Person Check‑in Due to Inefficient Registration

$3k–$20k in extra temporary labor per large event, depending on attendee volume and number of check‑in stations staffed above what automation would require.

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