Help CenterHey there! In this article you're going to learn our guidlines for crafting high-converting webinar registration pages, let's dive into it! 🔥
Guideline #1: Host an event around a deep PAIN POINT
A deep pain point is one that is so intense, it will keep your prospect up at night.
Humans are far more motivated to get out of pain then they are to actualize desire.
The objective of this webinar is to position your product as the solution to their pain.
Here's 4 questions to ask yourself to identify a deep pain point:
- What are the top 3 most common problems prospects mention on sales calls?
- What are the challenges that keep my prospect up at night?
- What is the WORST possible situation for my prospects?
- If you had a drink with your prospect what would they vent to you about?
Outside of these questions research will be your best friend to uncover pain points, from sales call recordings, Reddit threads, LinkedIn comments/posts, and interviews.
EXAMPLE:
- What are the top 3 most common problems prospects mention on sales calls?
- Not reaching their pipeline/revenue targets
- Lack the internal expertise to know what to do in order to make ads work
- Struggling to juggle multiple priorities with limited resources
- What are the challenges that keep my prospect up at night?
- Missing their pipeline and revenue goals for the quarter
- Being stretched thin and being asked to do more
- Unaware of the decisions to make in order to reach their goals
- What is the WORST possible situation for my prospects?
- Overspending their ad budget and missing their goals
- If you had a drink with your prospect what would they vent to you about?
- Our budgets are being scrutinized and cut more and more every quarter despite goals remaining the same. I really need to hit our targets or my job is at risk. I've tried running ads with some agencies in the past but they just overpromised and underdelivered. I need to get this handled or I'm not sure what will happen.
Maybe you can relate with this ^ 😅
Guideline #2: Think DEEPLY about your webinar title
David Ogilvy once said "once I've written my headline I've spent 80 cents out of my dollar" this same concept applies to the title of your event.
There's nothing worse than going through the trouble putting this event together for it ultimately just to flop because the title didn't hook attendees.
Here's 4 components every great webinar title has:
Coined the 4U's by copywriting master Michael Masterson:
- Urgent = why now? what's changed?
- Unique = what makes this better or different?
- Useful = how will this benefit me?
- Ultra-Specific = what exactly am I going to solve?
Try to incorporate as many of these U's possible.
You can learn more about this framework here <<
EXAMPLE:
- How {Brand} Scaled Their Pipeline by 3.1X from LinkedIn Ads as a Team of One
- The 5-Part Framework For Fixing Failing B2B SaaS Paid Media Programs
- Pipeline Wins: 10 Tactics You Can Implement This Quarter to Hit Your Targets from Paid
Notice how each title centers around a deep pain point which makes it very easy for me to plug AdConversion as the solution to that pain point during the event.
Guideline #3: Always offer a FREE bonus for registering
One of the easiest ways to boost registration conversion rates AND improve show rates is by adding value upfront before the event occurs.
Remember, prospects are registering for your event for two reasons:
- To move away from pain, aka by attending your event they are hoping to solve a problem.
- To move towards desire, aka by attending your event they are hoping to achieve a certain outcome.
By offering a free bonus you can demonstrate value as soon as the registration takes place and help alleviate pain or help them move towards the desired outcome.
This will lead to increased conversion and attendance rates.
EXAMPLE: if we hosted an AMA on insights from $25M in LinkedIn Ads spend and offered people who registered a free LinkedIn Ads audit checklist they can use immediately.
What are examples of great bonuses worth giving?
The most important aspect of your bonus is that it can deliver immediate value as quickly as possible. A course for example, might not be a great bonus since it requires a significant time investment before value is realized.
You can get creative with your bonuses but here's some ideas to get you going:
- Cheat Sheets
- Checklists
- Calculators
- Quizes
- eBooks
- Trainings
- Templates
- Tools
As long as the bonus solves a specific problem related to the event as quickly as possible you're good to go. Fear not you can always test different bonuses in the future.
Guideline #4: Set your landing pages up to CONVERT
Don't burn your ad budget by sending folks to a landing page that is 💩 make sure your page incorporates the following 7 elements:
Have a strong visual hook
People read left to right so ensure your webinar title is the first thing visible, bolded, and title-cased. Your webinar title is your hook and you want it to be the first thing seen.
EX: Insights from $25M in LinkedIn Ads Spend with Canberk Beker
Set context with the eyebrow
The eyebrow is a short line of copy above the hook that gives context to the reader on what this is about and who this is for, for example:
{Persona} struggling with {pain point}? Introducing:
EX: B2B marketers, struggling to convert clicks into pipeline from LinkedIn Ads? Introducing:
Summarize what viewers will learn in a list
Get to the point and tell viewers what's in it for them in a clear bullet point list.
If this is an on-demand event get even more specific and add the exact timestamp of when they'll learn that specific bullet point within the event, for example:
- The 7 deadly LinkedIn Ads traps that burn 80% of budgets (minute 3:00-15:00)
- The LinkedIn Ads Framework for scaling from $0-$1,000/day (minute 15:00-25:00)
- How the top LinkedIn Advertisers are scaling in 2024 and beyond (minute 25:00-35:00)
Treat each bullet point as a it's own headline with the 4U's framework in mind.
Create FOMO (fear of missing out)
If you've done a great job choosing a deep pain point there should already be a level of FOMO present in your prospect if they believe you have the answer to their problems.
Here are some other ideas to inject FOMO into your registration page:
- Countdown timer to the event (if it's live)
- Q&A session, only attendees who join live can ask
- Additional exclusive bonus for only those that attend live
- Mention recording will not be available (if this is true)
- Install Proof on your page so prospects can see how many people joining in realtime.
Show the bonus above the fold
Make sure your bonus is the second thing someone sees after reading your hook.
The bonus is going to be a big motivator to drive signups today despite an event happening in the future (if it's live). This should be eye level in alignment with your hook.
Minimize the amount of form fields
Remember, this is an event registration not a demo or trial sign up - keep your fields to an absolute minimum!
The only field that matters is email address everything else is not necessary.
You want AS MANY conversions possible so that this event actually gets consumed.
Keep the long form fields to your demo and trial pages only.
Add social proof so attendees believe you
There's two primary ways you can add social proof to your registration pages.
- Option 1: highlight the speakers bio and experience, don't just list the speaker name and company expect people to automatically understand they are credible.
- Option 2: have testimonials from past event attendees talking about how this event actually helped them solve the deep pain point you're focusing on.
- Option 3: incorporate both of 1 and 2 ^
Remember just because the event is free, doesn't mean you don't have to sell it.
Everything has an opportunity cost and even if the prospect isn't paying with money they are doing so with time -- justify the return on investment in their mind.
Hope you found these guidlines helpful and it allowed you to see the opportunities of where you can improve your registration pages! ⭐