Maximizing Webinar Registrations
In today’s video called maximizing webinar registrations is the 2nd video from our Profitable Webinars video tutorials,
I’m going to show you how to get more people to opt-in so that you can improve your conversion rate from your registration page for your webinar. This is the second part of a four-part video sequence where I’m going to be sharing with you the different touchpoints so it will enable you to incrementally improve your whole funnel from start to finish.
So if we recap from the last video, basically I’ll show you what we’re going to be covering. So today’s video we’re going to be covering how to get more people to register. Next video we are going to be covering how to get more people to actually show up when they have registered. Finally, we’re going to look at how to get more people to convert at the end of our webinar.
So as I say, we want to use some of the techniques and strategies that we use in our own business and that we help implement for our clients, and get them really great results. I’ve just noted down really six bullet points here that I wanted to share with you which I feel will really help you get better results and get more conversions to your webinar registration page. Many of our clients are seeing a 50% + conversion rate to their webinars, which is pretty good against an industry standard of probably 20%.
Maximizing Webinar Registrations…In Simple Steps
We practice what we preach, we test things explicitly and implicitly, I don’t know what that… Anyway, whatever, we test things a lot. And these are really from working practically, this isn’t theoretical. This is all real-life experience and data that I’m going to be sharing with you today. So hopefully you’ll find it useful and help maximizing webinar registrations for your business.
More importantly, is you try some of these things in your own business because they hopefully will help you make more money.
A Compelling Headline
So the first thing I want to share, and again these are in no specific order, I just noted them down, is a headline. A compelling headline.
You’ve got to put yourself in the mind of someone coming to your page. They’ve clicked through, they’ve seen something which is of interest to them and then they come to your webinar registration page. You really need something to take them that step further, helping maximizing webinar registrations.
So firstly they go to your page, they’ve seen something that interested them. Then how do you continue strengthening that message? And the first thing that they’ll probably say apart from a picture is a compelling headline. Now again, there are lots of different headline formulas you can use. This isn’t, particularly in this video, a copywriting course, but one thing we like to use is a very simple formula which is how to do something without something else.
Let me give you a couple of examples. If I had say a photography course, it will be how to take stunning photos without spending $1,000 on a camera. One example, if I was doing Facebook ads, for example, it would be how to build your audiences quickly without spending a fortune on ads. So that’s sort of… It’s a positive without a negative, very simple, proven copywriting headline formula. So just fill that in. So that’s headlines.
Focus On Benefits…Not Features
Next thing is benefits. So many people focus not on the benefits. They focus on a totally different thing, but they tend to focus on the features. And again it took me a long time to get around what the difference was between a feature and a benefit. Let me give you a couple of examples. A feature, let’s say we were selling an online course, will be, “We’ve got six one hour lessons on how to grow your Facebook list.” That would be a feature. A benefit would be, “We provide six videos which will help you to fully understand how to set up your Facebook ads on your own.” So that’s a benefit.
Again, very subtle. You’ve got to think of it… A feature is… What will that feature do to enhance that person’s life or get them nearer the goal that you’re trying to get them nearer. So again, use lots of benefits for bullet points.
Scarcity…BUT Used Ethically
Third one is scarcity. And if you’ve read my earlier post, a book review on Robert Cialdini’s Influence, scarcity is one of the six elements of influence that he suggests will influence people to make a buying decision. And again, we can use scarcity in our webinar registration pages. Let me give you a couple of examples. A webinar, by default, usually unless it’s an evergreen webinar, even with evergreen webinars, it’s got a deadline. The webinar will start at a certain time and end at a certain time. So you can use scarcity. If the webinar’s on Tuesday, 8:00 PM, obviously that’s scarcity. The other scarcity you could use is perhaps you’ve only got so many places on the webinar. Your webinar package might only take a hundred people. It might take 500 people.
The thing I see so many people doing wrong here is using scarcity, not ethically. Is it unethically or unethically. Unethically. They’re not using it correctly. And I’ve got to hold my arms up, when I started first in marketing, I used scarcity like there was no tomorrow. Anything I could I’d use scarcity in, and it just really dilutes your message. Scarcity is very, very effective in the right place. But do it in an ethical manner. It’ll help you feel better about your marketing. And overall, since we’ve been using it ethically in our business, we tend to attract the right sort of customers that we want to deal with.
Ultimately as a business owner, if you’re watching this video, or someone in a marketing position, then that’s what you want to do. You want to attract the right sort of business so your business flourishes. So please. Scarcity. Use it meaningfully. Rant over.
Do You Hate Filling Out Forms Too?
Fourth one is a button. Now what I mean by that is a lot of webinar registration pages will be like this, and then they’ll at the bottom they’ll have two or three form fields to complete and then a button at the bottom to press to register for a webinar. We found with literally extensive testing that if you use a… Let me do just… I’m running out of space here. So you’ve got all your webinar bullets. Maybe it’s a picture of someone. Bullet, bullet, bullet, bullet. And then at the bottom, you don’t have a form. You have a button. So there’s no form visible on this. It’s a button. When you press that button it pops out in the form, and you’ve got your form fields there.
Why does this work so well? Well, it goes back to our good old favorite Robert Cialdini’s… One of his six factors of influence. It’s commitment. I don’t know anyone unless there’s some weirdo likes filling forms in. But if you click a button, you’re far more likely to then complete the process because it’s called commitment and consistency. You’ve committed to start something. As human beings, we’re hardwired to complete things once we’ve committed to them. So again, we’ve seen buttons on webinar registration pages increase conversion anywhere from 15 to 50%. Our clients are literally getting on average 50% plus registration rates against an industry average of probably somewhere less than 20%. So we are practising what I’m sharing with you today, real-life examples of stuff that’s actually happening, not some theoretical bullshit.
Retargeting Those Who Have NOT Opt-In
We’ve covered number four. Number five is retargeting. So retargeting.
Again, I’ll give you an example. If someone hits your registration page but doesn’t register then you can retarget them to give them a second chance to opt-in. Very, very important. Very, very valuable. Again, we found that just because someone has come back to your webinar registration page and not registered, it doesn’t necessarily mean they’re not interested in attending your webinar.
Some of your potential best clients may need to see that message twice. Maybe they’re busy, maybe just at that point in time, they couldn’t complete the form.
Whatever it was… Whatever it was… Sorry, I’ve can’t speak today. It’s been a long day.
In fact, I’ll tell you just a story. I’ll digress. I’ve just recorded this video before this video, and recorded all the way through, really happy with it, and then went to my camera and I hadn’t turned the mic on. So this is the second version. I hope it’s a better version, but the second version, that’s why I’m getting quite tired today.
So retargeting, again, really effective. Facebook retargeting, Google retargeting, retargeting with your emails if they don’t opt-in. Send them another email if they haven’t done the action. Again, if you’re using CRMs like Infusionsoft then this is an incredibly easy and effective thing to do.
Is Your Webinar Registration Page Mobile Optimized?
And finally, and certainly last but not least, is your site mobile… Oops, mobile-optimized?
It sort of follows around there. And speed. We see so many clients who are doing webinars whose website, when you look on a mobile device, is utterly awful. It’s very difficult for people to register and then they wonder why they’re not getting a good conversion rate. So very, very important. Today, virtually all the page builders are mobile optimized. So there’s no excuse really not to have a mobile-optimized landing page, registration page for your webinar.
Slow Page Load Speed Kills Conversions
And again, very, very critical, especially if you’re using things like paid traffic to have a fast loading page. People will only wait so long and they’re just pressing a back button and they’re away from your site. If your page is going to take three or four seconds to load, you’re going to be losing a lot of people because they’re not prepared to wait for your page to load. So really, really important. And again, just test the thing. I’ve not noted that.
80%+ Of Your Traffic Will Consume your Content On Their Mobile Device
Test on different devices, how the page looks, how it performs, how it loads. All these things will help you perform better and get better results from your webinar, which is what this video is all about maximizing webinar registrations.
In the next video I’m going to be focusing on how once you’ve got people registered, how do we get more people to actually show up? They’ve registered, how do we get them to show up for the webinar? Again, with our clients, we’re seeing 60% attendance rate plus. The industry average is somewhere like 25%. So again, we’ve tested this to the hilt. I’m going to be sharing with you some really, really good tactics you can use straight away in your business.
And finally we’re going to be looking at, in the video after the next one, we’re going to be looking at how can we convert more people in our sales funnel. So the backend is how do we convert all this stuff we’ve done so that it comes through, it converts into sales. Or it could be booking appointments, generating leads, whatever your focus objective, conversion objective is, how can we get more of them at the end so your business is doing better.
So I hope you enjoyed this video. I’ve certainly almost literally back to front now I’ve done it twice. If you are interested in talking to either myself or a member of our team, my team, please feel free to reach out to us. There’s buttons on the page scattered about depending on what sort of device you’re looking at. You can email us, you can call us. We’d be delighted to talk to you about how we can help you with webinars.
Want Help With Your Next Webinar?
Please watch video 1 which goes through really the introduction to all this, if you’ve not watched it yet. And look out for videos 2 and 3 which are going to be coming… Sorry, it’ll be 3 and 4 which are going to be coming out in the next few days to help you give you the whole process. If you watch video one, we went from the first example where I showed you a typical opt in rate of 25%, 25% show up and 10% conversion resulted from a 1000 people in 6 people buy-in. And I showed you… I went through the example. Again, watch this in video 1.
The introduction video… How we can take that by converting each step in this funnel to get that to 30 sales. So 500% different by tweaking these processes.
We use these strategies day in, day out for clients, and I love sharing this stuff with you.
I hope you enjoyed today’s video. More importantly, try some of these strategies in your own business.
There’s no point just watching stuff. Implement this stuff. And again, if you want to reach out to us, please feel free to do so.