Webinars, one of the tried and true methods for increasing authority, capturing leads and maybe even generating a little extra revenue.
Well… that is… if you can convince your visitors to sign up.
There are an abundance of articles out there on how to create a kick-ass landing page for a product or service, but do the same rules apply when it comes to tempting folk into your webinar?
Yes and no.
There’s no golden rule of conversion optimization. Each audience is different and every product has different selling points. Each landing page needs to be optimized with these differences in mind—webinars especially so, since they’re an interactive information product, a rather niche product.
Sure, you could just go ahead and apply the normal best practices of killer headlines and persuasive copy to your webinar page. It’ll probably bring some half decent results. But “half decent” isn’t what we do.
What can you do to go that extra mile? To really make your webinar landing page stand out from the rest and ensure that every available spot is taken giving you the best possible results? Let’s look at…
Use Video to Excite Prospects and Allay Fears
You’re already fed up with this one, right? 🙂
It’s become the rallying cry of a generation of marketers: “use video,” “video will increase conversions,” and so on.
There’s a lot of truth to the new motto of the internet marketer. Cisco reckons that within the next few years, video will account for 69% of all consumer internet traffic. There are also studies that pin the conversion lift at around 80% for landing pages that include a short video.
Personally I don’t believe that video is always the best choice. Creating an effective video for a landing page is no easy task. We’ve all seen poor attempts at video marketing, the kind you walk away from thinking how awkward those few minutes were rather than remembering anything about the actual product.
You’ve also got to consider the time and cost involved in creating a video. They’re a bigger financial and time burden to produce, and they don’t always age particularly well, which means you’re going to have to spend that time and money again when it starts to look dated.
Despite these negatives (which really do only effect the minority of businesses and products), video is the ideal medium to include on your webinar landing page.
You’ll of course get the regular benefits of adding a more personal touch as well as the ability to communicate a large amount of information in a short period of time, but there’s something else that’s exclusive to webinars.
You’re giving your prospects a valuable peek into what the product (webinar) will be like.
You might be running a webinar in an effort to increase your list, but in the context of your landing page, the end product for visitors is the webinar itself.
Think back to the last event you attended that had a boring, uninspiring speaker. How much do you remember from it and would you have attended knowing that’s who would be leading the talk?
I’ve prematurely left plenty of webinars because the speaker delivered information in a way that wasn’t engaging or because the topic was misrepresented in the marketing materials.
It’s now one of my main concerns when joining a new webinar.
To ensure that doesn’t happen to you, give a short insight into what your prospects can expect and allay any fears they might have in regards to your speaker’s skills.
Kickofflabs.com used to do this with their landing page review webinars. They’d list a few previous webinar recordings on the landing page to show prospects exactly what they’d be receiving.
I’ve also seen Danny Iny of Firepole Marketing use this to great effect. Danny runs free webinars to promote his products and includes a short video of him speaking about the product and the potential benefits of signing up. (Unfortunately sign-ups are now closed so there’s no live examples.)
It’s a great way to break down any last-minute resistance to signing up. I know it’s persuaded me on more than a few occasions.
Make it Scream Value
Ah, that old chestnut. Benefit over cost.If I give you my email details and an hour of my time, what am I going to get in return?
It’s a valid question and, with a product, it’s an easy fix. You simply optimize the following areas to demonstrate value and reduce anxiety:
These still apply to a webinar landing page, but you’re also given a chance to add something else into a webinar landing page.
What makes this webinar special? Why should your audience join this webinar instead of doing their own research into the subject?
What people really want is to learn from an authority figure, someone who’s already solved the problem they’re facing. They want to know that the information they’re receiving has been tried and tested.
How you go about this really depends on who you’ve managed to get to your webinar.
Take the below from KISSmetrics as an example.
As far as speaker explanations go, this one’s pretty sparse. There’s not much in the way of explanation of who their guest speaker, Stef Miller, is or what she’s achieved. There is the option, though, for you to go and research Stef yourself. (But for that, your prospect has to leave the page!)
Then again, KISSmetrics is known for producing high-quality content and doesn’t need to outline exactly who’s speaking. You can place a good deal of faith in them to come up with the goods.
If you’ve not got the reputation or the eager audience of KISSMetrics, you might want to take a line or two to explain why you (or your speaker) are worth listening to.
Here’s a good example from UPS.
It doesn’t look like they’ve included much information about the speakers, but those little “more” buttons open up a lightbox with full details on each individual. This is great as it keeps your prospect on the page and doesn’t waste space.
Take the time to think about your speaker and qualify them to your audience. What is it they’ve achieved, what can they offer your attendees and why are they worth your audience’s time?
Creating Urgency and Scarcity
I’m sure you’re sitting there enow thinking about how this isn’t really a secret, and you’d be right. There are loads of surveys, case studies and articles proving the effectiveness of urgency and scarcity, but they’re still worth mentioning. Especially when the applications differ from regular landing pages..
There’s a natural urgency built into webinars, so it isn’t something you need to worry about. Your prospects usually have until the day before the webinar to register and get on the list.
So urgency is handled, but what about scarcity?
You could open up your webinar to as many people as possible. The higher attendance will result in more prospects and opportunities for you.
But unlike some digital products where scarcity is artificial and introduced simply to drive prospects into a purchasing panic, limiting webinar places can actually add value.
Stop thinking of scarcity as a simple tactic to increase desire but rather view scarcity as a method to offer a better service — something that will increase the desire of your prospects in a more natural and ethical way.
What do I mean?
Well, think about it this way. Would you rather attend a lecture of 3,000 people where the chance of you actually doing more than just listening are slim, or would you rather attend a smaller seminar where you’ll be able to contribute and maybe even have a few questions of your own answered?
Not a hard question, right? Limit those numbers and you’ll be able to include:
- An interactive Q&A session
- People will have questions but with 3000 attendees, adding a Q&A session really isn’t feasible
- Pre-Webinar Engagement
- If there’s a manageable number, you can ask for email question submissions before the webinar. This way, your webinar is going to focus on the topics your audience wants to learn about.
- After-Webinar Feedback
- We all know the importance of social proof. When you’ve got a huge crowd, there are more prospects, but each prospect feels disconnected from what’s going on. If you can bring your audience into the webinar and have them feel as though they’re a part of it, they’re already more engaged and won’t think twice about tweeting their thoughts or leaving a positive review.
- Instead of just limiting spaces to increase sign-up speed, think about the benefits that limiting your webinar seats creates. These benefits are also perfect to include in your marketing materials.
Making Sure They Turn Up!
Ever put the effort into putting on an awesome party only to have no one turn up? It’s annoying, right. We’ve all heard the excuses which, deep down, we don’t believe because most of the time people just forget.
It’s an annoyance for a party, but when you’ve spent time creating a webinar that could help your business, the chance of people not turning up could seriously impact your bottom line.
This isn’t a huge issue, as the majority of those who sign up will turn up, but there’s always going to be that percentage of people who forget.
You might not think that a small minority counts for much, but come on. You’re a CRO! Every extra sale or potential lead counts.
To ensure you’re not missing out on leads unnecessarily, I’d recommend introducing one of the below two tactics to reduce the risk of no shows:
- Schedule reminder emails one day and a few hours prior to commencement with links to the event.
- Include a link that will add the event to an attendee’s calendar app on your registration thank-you page.
Thanks to the time difference between the US and UK, I’m often out of work mode when webinars begin. I can’t tell you how many times the calendar link has reminded me to attend a webinar I’ve signed up for!
I particularly love the kind folk who take the time to list major time zones on the webinar page or — like in the KISSmetrics webinar page mentioned above — include a link to a service that will figure it out for you.
It’s a small step to take, but well-timed reminder emails should help attendees remember to turn up and pay attention regardless of where in the world they are.
What do you think of webinar landing pages? Should you approach them in the same was as any other landing page or do they require a little extra customization?
Read other Crazy Egg articles by Pete Boyle