A well-designed entry form makes it easy for participants to complete their registration while highlighting valuable add-ons, charity donations, and booking protection at the right moments.
The goal isn't to ask for more information or offer more products; it's to create a smooth, confident booking experience.
Keep Your Entry Form Simple
Every additional question or decision gives participants another opportunity to abandon their registration.
Before adding a question, ask yourself:
Is this information essential before the event?
Can it be collected later?
Will this improve the participant experience?
Where possible:
Keep questions concise and relevant.
Group similar questions together.
Avoid asking for information you don't genuinely need.
đĄ Best practice: If a participant hesitates because they're unsure how to answer a question, you've introduced unnecessary friction.
Create a Smooth Participant Experience
Participants should be able to complete their registration quickly and confidently.
Review your entry form regularly and ask yourself:
Is it easy to complete on a mobile phone?
Is progress through the form clear?
Are validation messages helpful if something needs correcting?
Encouraging participants to save their details creates a smoother booking experience for future events and can help reduce the time it takes to complete subsequent registrations.
đ Learn more: How to Save Your Details for Faster Future Bookings
Small improvements to the user experience can have a significant impact on conversion rates.
Optimise Your Add-Ons
Add-ons are a great way to increase average order value, but offering too many choices can have the opposite effect.
The most successful organisers focus on offering a small number of relevant, high-value products.
Keep Your Selection Focused
Aim for three to five carefully chosen add-ons.
Before adding a product, ask:
Does it add value to the participant experience?
Is it relevant to this event?
Is its benefit immediately obvious?
If not, consider removing it from the entry form.
Present Products Clearly
Participants make purchasing decisions quickly.
Improve engagement by:
Using high-quality images.
Keeping descriptions short and benefit-focused.
Using GIFs where they better showcase a product, such as rotating medals or front-and-back views of clothing.
Removing outdated or irrelevant products.
A clean, professional presentation builds confidence and encourages purchases.
Keep Shopping Simple
Make it easy for participants to find what they're looking for.
We recommend:
Displaying your most popular products first.
Grouping similar products together.
Keeping stock levels accurate.
Hiding or clearly identifying sold-out products.
The easier it is to make a decision, the more likely participants are to complete their purchase.
Encourage Charity Donations
If you're fundraising for a charity, your entry form is one of the best opportunities to encourage donations.
To maximise engagement:
Include the charity's logo.
Write a short, compelling description explaining the impact of donations.
Review your suggested donation amounts regularly.
Consider whether fixed donation amounts, custom amounts, or a combination of both best suits your audience.
Remember, participants are more likely to donate when they understand why the charity matters to your event.
Offer Booking Protection
If you offer Booking Protection, make sure participants understand its value.
Rather than simply presenting it as another optional extra, explain how it protects participants if unexpected circumstances prevent them from attending.
Clear, concise messaging helps participants make informed decisions and can improve uptake.
Review and Improve
Your entry form shouldn't be set up once and forgotten.
Review it regularly by asking:
Which add-ons are performing well?
Which products rarely sell?
Are donation levels meeting expectations?
Can any questions be removed or simplified?
When updating annual productsâsuch as finisher T-shirts or medalsâwe recommend creating new products each year rather than reusing existing ones. This improves stock management, reporting, and fulfilment.
Key Takeaway
A high-performing entry form isn't the one with the most questions or the largest selection of productsâit's the one that's easiest to complete.
Focus on removing unnecessary friction, offering a carefully selected range of add-ons, presenting charity partnerships clearly, and reviewing performance regularly. Small improvements throughout the participant journey can lead to higher conversion rates, increased fundraising, and greater merchandise sales.