Gleanin, the referral marketing platform for exhibitions, will be launching its white paper on “The Future of Event Registration” at Event Tech Live 2018, being held on November 7-8 at Old Truman Brewery, London.

The white paper content stems from a dive into millions of event registration data points gathered from 627 events across 98 organisers and aims to help exhibition organisers gain insight into today’s visitor behaviour.

Tamar Beck, CEO of Gleanin, comments: “We have now seen 3 million registrations via our Gleanin Connect platform which puts us in a unique position of being able to access some seriously big data on how, when, where and even why, people register for exhibitions.

“It is our privilege to be able to share this information with organisers, so they can understand their visitors better and help plan for their future campaigns.”

The white paper includes key insights gleaned from the event tech provider’s research on mobile-optimised event registrations.

Findings include:

  • Mobile-optimised registration Is increasingly important
  • Mobile devices have transformed the desire for consumers to have frictionless, on-demand and omnichannel buying experiences. As a result, expectations for event registration to emulate consumer-buying channels, including mobile, is increasingly important
  • Gleanin’s data indicates more attendees are registering via mobile (perhaps due to the influx of younger professionals into the workforce)

However, while many organisers provide a responsive registration website, registrants typically find the user experience to be less than ideal. Specifically looking at three years of registration data for three of the world’s largest exhibition organisers, mobile registration completions have increased, on average, by 86.3 per cent. For one organiser, the number of mobile registrations completed in 2018 now amounts to 17.7 per cent of total registrations.

Organisers will be able to pick up their digital copy of the white paper from Gleanin at Event Tech Live (stand 406).