We were delighted to chat to Sophie Myers from Jonas Event Technology (JET) in a recent webinar to explore one of the most powerful parts of any event website: registration.

For years, most organisers have accepted that visitors are whisked away to a third-party URL to register. But as ASP’s Head of Performance, Jon Monk, explains, this “journey break” is costing events trust, conversions, marketing effectiveness - and valuable data.

JET has now solved this problem with a fully embedded registration form that sits directly within your ASP-hosted website. In our recent webinar, Jon and Sophie discussed why this shift matters, how embedded forms work, and what it means for event performance.

Here's a summary of their chat... 

Jon opened the discussion by sharing the parallels between event registration and something he knows well from his financial services background: loan application forms. In that world, optimisation is everything—and crucially, the form always stays on the website, even if the technology behind it is third party.

Why? Because every small “jar” in the user journey hurts conversions.

What are the biggest issues with sending visitors off-site?

• The URL suddenly changes - Visitors land on a domain they don’t recognise. It raises concern, especially for those unfamiliar with how events work.
   
• Branding and visual cues often shift - A different favicon, layout or colour palette instantly undermines trust.
   
• User experience breaks at the most important moment - By the time someone clicks “Register”, they want to convert. Any inconsistency risks drop-off.

In high-volume, competitive sectors businesses have long understood that optimising the point “closest to the money” (the form itself) produces the biggest gains. Events are no different.

Sending visitors off-site doesn’t just affect UX. It also causes major issues with analytics and campaign optimisation:

• Cookie consent resets on the new domain (and many users hit “No” the second time).
• Tracking often breaks entirely between the website and reg provider.
• Critical conversion data never reaches Google Analytics or Google Ads.

This isn’t just an analytics inconvenience - it harms ROI.

When Google Ads doesn’t see conversions, it can’t optimise towards the audiences that actually register.

Good tracking = better targeting = cheaper conversions.

How it works:

• JET provides a small piece of script.
• You paste it into your ASP website.
• The form inherits your website’s branding, styling, fonts, colours and layout automatically.

Jon installed it in two minutes!

The immediate benefits:

• Seamless, trusted user experience
• No domain switch, no visual disruption
• Clean, complete analytics and conversion tracking
• Flexibility to add copy, content or partner widgets around the form

And because it sits on your website, you can now use heatmapping tools (like Microsoft Clarity) to understand user behaviour field-by-field - something previously impossible.

Sophie walked through both the short “quick submit” version and more detailed multi-step forms.

Key features include:

✔ Partial registration capture - As soon as a visitor completes page one and clicks “Register”, their data is stored - even if they drop off later.
JET can then send reminder emails (“You’ve left something in your basket…”).

✔ Dynamic questions - Conditional fields appear based on previous answers.

✔ AB testing support - Run two different forms (short vs detailed, long vs segmented) by:

• creating two landing pages, or
• swapping the script
  …or using tools like Convert.com or AB Tasty.

This opens the door for true CRO testing - something Jon emphasised as game-changing.

One of the biggest differentiators is the reporting suite organisers gain access to:

Real-time dashboards

• Total registrations
• On-site attendance
• Visitor flow (great for staffing & equipment decisions)
• Category breakdowns
• Daily or hourly peaks

Registration tracking over time - Compare this year to previous years and spot whether you’re ahead or behind your usual curve.

Marketing tracking - See which campaigns, ads or channels are driving registrations.

Demographics - Budgets, seniority levels, sector interests, product intent—whatever you ask on the form becomes instantly visualised.

Sophie also highlighted how organisers can monetise the form through:

• registration sponsors
• sponsored questions
• sponsor branding on confirmation emails
• hotel or travel partner widgets
• social amplification widgets (e.g., INGO, LinkedIn Event Builder)

All of these are now far easier to integrate into an embedded setup.

• JET typically quotes ~2 weeks for a full form build (complex, multi-page forms may take slightly longer)
• Embedded forms reduce design overhead, since the website controls the styling
• Organisers should always allow time to test the form thoroughly
• Now is the moment to review legacy questions and remove unnecessary ones
• Never launch a brand-new form mid-campaign - changes post-event are safer
   

Because the form sits on your site, you can:

• create PPC-specific landing pages with intro copy or video
• keep the main reg page “clean” for website traffic
• test versions tailored to new vs returning audiences
• Minimise distractions on the main registration page, but adapt the landing page for paid audiences who need more information.
   

We popped the embedded form on one of our demo sites so you can see it in action. 

Register now!  

Jon wrapped up with a clear message:

If you want higher conversions, better tracking, smoother UX and improved ROI, moving your registration form onto your website is one of the biggest wins available.

Whether you use JET or another provider, embedded registration isn’t just a nice-to-have - it’s becoming essential for modern event marketing and data-driven decision making.

 

JET and ASP are happy to run demos, review your current setup or advise on whether embedded registration is right for your next event.

A recording of the session will be available shortly.