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For Events, Does Liberal Cancellation Policy Help?
9/7/2018 at 2:15 PM ET
I know that offering a refund guarantee for a subscription publication helps a lot with conversions. Does the same apply to events? If you have a liberal cancellation policy, does that increase sign-ups? And is it worth it?
Has anyone tested this?
Peter (henna gaijin)
9/7/2018 at 9:18 PM
Keep in mind that sign-ups may not be what you want. Attendees (those who both sign-up and show up) should be your metric.
Not sure if there is any research to say what is best, but based on the relatively strict registration requirements that most events currently use, the belief seems to be that a liberal cancellation policy doesn't work to increase attendees or otherwise is not beneficial to running an event (maybe not having counts is too challenging for planning/logistics).
9/8/2018 at 11:18 AM
If your goal is to increase attendance, then studies show that if a registrant has to promise to give notice to cancel their attendance (by deliberated checking a box, for example), the registrant is more likely to follow-through on their action.
9/9/2018 at 7:15 PM
The answer here depends on the outlay you'll need to cover.
Cancellations should not be offsetting your outgoings.
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