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If you’ve managed registration for a conference, banquet, or some other event, you’ve had several options. For the past couple of years, online event registration has meant Eventbrite. I’ve used Eventbrite on several projects and it’s worked great for collecting registration information, sending tickets, and streamlining entry lines.

But as great as Eventbrite is, it’s not a one-size fits all solution.

  • It can be expensive for low cost events. Eventbrite charges $.99 + 2.5% per ticket. This means a $20 ticket costs $1.49 to sell through Eventbrite or 7.45% of the ticket cost. This doesn’t include credit card processing which will be 4% or more.
  • Sometimes you don’t need tickets. Several non-profits I work with that produce conferences have a contingent checkin process. For this type of checkin, they generate spreadsheets and don’t use tickets.
  • If you’re already selling merchandise online. Eventbrite gives your attendees the option to purchase merchandise at registration, but Eventbrite only allows your attendees to purchase items at registration and Eventbrite takes their 2.5% fee.

Don’t get me wrong, Eventbrite is a great solution and I would recommend it to you if you’re going to use its features and you charge enough for your event that the fee makes sense. If you need scannable tickets to facilitate checkin, Eventbrite is hands down the best solution. But if you don’t need digital tickets and need to sell merchandise, you have another option.

What event registration really is

When you ask someone to register for an event, what are they really doing? They’re providing you with their name, contact information, payment details, and some event specific information. All of this happens through a web form. This is great news if you want to build your own event registration system, because there are a ton of option for web forms from creating your own to using a premium plugin like Gravity Forms.

A couple of weeks ago, I consulted with a non-profit to simplify their event registration and merchandise sales while also reducing unnecessary costs. I spent several hours evaluating registration plugins like WooCommerce Tickets and WP Event Registration. This process made me realize that the best solution wasn’t one that existed as an “Event Registration” plugin, but instead could be created through one of my favorite plugins, Gravity Forms.

The real power of Gravity Forms is in the add-ons


Gravity Forms add-ons

If you don’t use Gravity Forms on your site, you should. It’s incredibly powerful, easy to configure, and one of the best values of any paid WordPress plugin I use regularly. For $199 and less than an hour of work, you can create an event registration system that does everything Eventbrite does except create tickets.

But Gravity Forms does more than what Eventbrite does. There are a ton of features that are available through Gravity Forms’ add-ons. This is why you should buy the $199 Developer license instead of the $39 or $99 license options. Here are some of my favorite features:

Merchandise Sales

Gravity Forms Merchandise

If you have merchandise to sell for your event, you can add it to your event registration process. This allows your attendees to pay for merchandise at the same time as their event registration. You can also offer exclusive merchandise only to event attendees at the time of registration. One of the most popular types of merchandise at many events is an event specific t-shirt.

This is an item that can have several different variations such as color, size, shirt material (cotton, DriFit, etc.), and price. With Gravity Forms’ product menu you can setup each item and variation with its corresponding price. Once that item is selected, your attendee’s total is updated.

Email Signups

Gravity Forms Email Signup

If you use an email marketing platform (and you should be) to keep in contact with your event attendees, you should buy Gravity Forms just for this. Currently Gravity Forms supports the most popular email platforms: AWeber, Campaign Monitor, and Mailchimp. When someone registers for your event (or submits any other form) they can be automatically subscribed to one of your email lists. This allows you to keep in touch with your event attendees before and after the event, and send email reminders about upcoming events to increase your future registrations.

It can be a good idea to select double opt-in confirmation. This means that an attendee isn’t subscribed to your list until they opt-in a second time through the email they receive. If you have an event with broad appeal, some of your attendees may not find value in your newsletter. On the other hand, if your event is industry specific and you can provide value through your emails, you may not need double opt-in as your email subscriber rates can drop significantly.

Payment Gateways

Gravity Forms Credit Card

Getting paid for your event is probably the most important feature of an event registration platform. Gravity Forms integrates with almost any payment gateway that you’re already using., PayPal, PayPal Payments Pro, the older PayPal Pro, and Stripe are all supported by default. Gravity Forms also allows you to dynamically calculate prices and pass the value to your payment gateway. This makes it possible for you to sell upgrades to your tickets (think VIP upgrade).

Coupon Code

Gravity Forms Coupon

You can create special coupon codes to provide to attendees. These coupons provide either a set dollar value discount or a percentage discount. You can use these coupons to provide discounts to previous event attendees, offer a special value to your email newsletter subscribers, or provide free tickets to contest winners or media.

Bringing it all together

Event Registration with Gravity Forms

Once you have each field configured in Gravity Forms, you’re ready to launch your event registration. To embed your form inside of a WordPress page or post, you will click the “Add Form” button, select the right form from the drop down, decide if you want to display your form title, form description, and if you want to use AJAX.

If you choose to use AJAX for your form, it means that your attendee’s browser doesn’t have to reload a page to submit their registration. This is very useful if your registration form is on a page with more information about your event. By keeping your visitor on the page once they’ve registered, you can encourage them to share information about the event with their friends to increase your event registration numbers.

Creating your check-in list

Gravity Forms Registration Export

Once you’ve made it through your event registration, it’s time to check-in your attendees. Creating your check-in list is as easy as setting up your registration form. Go to the Import/Export tab on the Forms dropdown. You can then select your registration form and select which forms you need on your check-in list: name, ticket type, etc. The event registrations will download as a CSV file that you can open in Excel and print your check-in list.


Event registration no longer means depending on a third-party like Eventbrite to manage your event. Installing Gravity Forms with a few add-ons gives you complete control over your registration process. Gravity Forms integrates with the most popular payment gateways and email providers so that your attendees can register and pay for your event on one screen.

If your event doesn’t need customized tickets, using Gravity Forms for your event registration can result in significant savings. For a one-time cost of $199, your registration can be up and running with an hour or two of work. Thinking outside the box can make your event registration flow smoothly and give you more control over your registration data.


  1. JT on December 29, 2014 at 6:00 am

    Can you tell us if the Stripe/Gravity forms plugin makes it possible for the billing details to be different than the actual delegate? We dont want problems of that nature ie: PA registers a delegate and the billing is declined because the delegates name isnt on the credit card etc.


    • Drate on December 29, 2014 at 2:00 pm

      The Stripe add-on for Gravity Forms does ask for the card holder’s name, but does not compare that to the name of any other field (i.e. the registration field)
      So you shouldn’t have any problems with having someone else pay for a delegate.


  2. MF on January 26, 2015 at 7:26 pm

    Do you have any advice on how to integrate this plugin to allow people to buy tickets and use them towards prizes?

    • Drate on January 30, 2015 at 3:52 pm

      I’m not sure if you want people to buy tickets for registration and then they are entered into drawings or can redeem a ticket for a prize or if you would like people to be able to buy say 10 tickets and redeem them for prizes. If it’s the former, all Gravity Form entries are stored in the database with a unique identifier that could be used to randomly select an event attendee’s number. As for the later, I would recommend a solution built on an eCommerce platform like WooCommerce where you can sell ticket credits that can then be redeemed and WooCommerce can be used to account for redemptions and remaining balances.


  3. Bradley Pirman on June 16, 2015 at 11:38 am

    The Events Calendar has a nice integration with Woo called WooTickets. It makes selling tickets pretty easy. It’s definitely worth checking out for ticket sales.

    We build WordPress websites for wineries using Gravity Forms and Woo

    As for event registration, Drate’s right on the money. Gravity Forms and a payment processor makes it VERY easy.

    Great write up!

  4. Kylee on August 12, 2015 at 12:22 am

    I’m looking for a registration form enabling users to register multiple attendees at once (providing about 10 fields of information for each attendee) and pay for them in one go using PayPal. (Currently I make them fill out and pay for each attendee individually, and some organisations send many attendees.)

    I haven’t seen a Gravity form that allows this but Event Espresso seems to

    I’ve still got to check whether Event Espresso puts the info for these attendees into MailChimp, but I wonder if Gravity Forms has anything like this multi-attendee form?

    • Drate on August 12, 2015 at 1:04 am

      Hi Kylee,
      Whenever I was evaluating registration platforms for WordPress, there weren’t a lot of options available on the market. Fortunately that has changed very quickly. We’re actually in the process of evaluating this year’s event registration system for the client mentioned in this post and I’ll be writing a followup post about our experiences there.

      As of right now, we’re currently evaluating Event Espresso and the WooCommerce ticketing add-on for The Event Calendar. One of the primary goals for this year is to enable the multiple registration option you mention.

      What we’ve found with Gravity Forms is that while it may be possible to add this capability, it’s probably not the best option to use. One Gravity Forms option that you might consider is integrating it with WooCommerce and allowing a user to purchase multiple tickets and provide the attendee information for each ticket before adding it to the cart. This solution obviously gives you all of the capabilities from Gravity Forms and integrates it with WooCommerce which can manage your payments, merchandise sales, etc.

      Best of luck for your event!


  5. Kurt on February 1, 2016 at 11:20 am

    Thanks for this great writeup! I think this is the direction I want to go for an upcoming project. Two questions…

    Simple stuff: Can Gravity manage the inventory of merchandise and/or registrations? If I want to cut off sales at 100 tickets, is that possible? Does Gravity generate order numbers that we can use for confirmation numbers?

    Follow Up: You wrote this article well over a year ago. Is there anything you’ve learned since? Would you still go this direction on a new project?


    • Drate on February 2, 2016 at 1:12 pm

      Hi Kurt,
      Gravity Forms can manage “inventory” of registrations by setting a submission limit for the form. For managing merchandise, I’d recommend an eCommerce solution like WooCommerce. You can also tie your Gravity Forms registration into WooCommerce to allow attendees to pay for their registration and merchandise at the same time.

      Gravity Forms does generate an order number and will allow you to provide that to your attendees in their confirmation email.

      The only thing I would change from the original article is integrating it into WooCommerce for an all-in-one checkout for an event that also needed to sell merchandise, but otherwise I have used this same setup several times since writing this post.

      — Drate