Remember a show called the Power Rangers?
We’ve all heard the basics of what makes a good landing page, and to be honest, you’re probably as sick of hearing them as we are… … It goes without saying that you need an eye catching CTA or an aesthetically pleasing design, but are these basic steps really going to convince people to sign up? While the basics are known (yet not always followed!), in this article, we’re going to highlight 6 components that will turn your average webinar landing page into one that visitors simply can’t walk away from!
All landing pages are different
All power ranger has a different color, different identity, and different strengths, right? Similarly, every landing page should be built for a different purpose, and hence, should have a different identity.
A click-through landing page design will probably not get you more webinar registrations. We need to create a specific landing page for our webinar.
Getting a webinar together is hard work. There are slide decks to make, guests to feature, and finally visitors to invite. However, if we screw up that last step of getting people through your vital door, your first two steps go to waste.
According to on24’s report the conversation rate of a webinar's registrants turning into live attendees is just 42.9%.
This stat is important because the purpose of doing webinars is to get the maximum number of attendees to see our webinar - and hopefully convert these attendees into our customers. And if only 42.9% of registrants show up for our webinar, it means we need to get as many registrants possible so that we have an increased chance of getting more customers.
So, how do we Increase the number of registrants for our webinar?
By creating a perfectly optimized webinar landing page!
The anatomy of a perfectly optimized webinar landing page
Great landing pages are no accident. They are the result of testing, optimizing, and proving which elements below on a page. Below, you will find the six components that will help you convince your visitors they need to sign up for your webinar.
1. Your Unique Selling Proposition, The headline of your landing page should include your webinars USP. What will your visitors get from investing an hour of their time watching your webinar? Tell them this is a straightforward way, and you'll increase the number of registrants almost instantly.
For example, if you are hosting webinar on landing pages (we do this weekly), your headline.
The more specific your headline, the more interested your visitor becomes in signing up.
2. Your Selfie, A selfie on a landing page? Yeah, when creating a landing page for your webinar, the mos important and relevant image that you can use is that of your host and speakers. Don't include pictures of serene beaches or animated ducks. Just add individual pictures of serene beaches or animated ducks. Just add individual images for your host and guest speakers, and that should be enough.
You should do some branding on the landing page, too. Make sure you include your company logo.
Finally, your landing page must also have a short blog of your host and your guest speakers. Share their credentials. Let the visitor know why they should take time out from their schedule to listen in.
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3. The Benefits, The product you're highlighting on the landing page is your webinar; therefore, the main copy of your page should comprise of the benefits should be arranged in bullet points or in the form of a list so that it is easier for your visitors to go through it quickly.
Pro tip: You need to mention the date and time of your webinar prominently on your landing page.
3. The Benefits, The product you're highlighting on the landing page is your webinar; therefore, the main copy of your page should comprise of the benefits should be arranged in bullet points or in the form of a list so that it is easier for your visitors to go through it quickly.
Pro tip: You need to mention the date and time of your webinar prominently on your landing page.
4. Testimonials, Testimonials are a crucial part of your landing page. Include a few lines of what past registrants of your webinars have said about them. You can even include quotes from the guest speakers on how much they have enjoyed doing the webinar or what they have learned from it.
Add social media widgets as well to ensure that your page is shared across all channels and has more visibility.
5. The call to action button, As is true for all other landing pages, the CTA plays a vital role on your webinar landing page. Make your CTA contrasting and big, yes, but also think long and hard about the text that you’re going to put on your button.
A simple "Register" button would do, but something personalized will be much better, For example for the hypothetical landing page webinar mentioned above, the CTA button read :See the 5 elements in action".
6. The lead capture form, The lead capture form on your landing page should have minimum friction because the chances of a visitor running away simply by looking at the length of your form are quite high. I know you need to get good quality leads from your webinar landing pages, so your form can be long if necessary, but it should be arrange correctly.
Examples of webinar landing pages
Just knowing what to include on your landing page helps, but seeing a landing page in action helps much more. Here are two examples of webinar landing pages lets see what these pages have and what they don't have.
Free Weekly Mini Webinar - Jon Loomer
Go to this link for more info: http://www.jonloomer.com/mini-webinar-episode-11
I like the overall color scheme of the landing. There's an image of the speaker which is good, but there's no blog, so I cant help but think, " Who is this Jon Loomer guy and why should I listen to what he has to say about Facebook marketing?
The headline "Do Awesome Things" is not relevant at all. The topic of the webinar should be focused on more than a generic phrase.
There are no benefits of the webinar mentioned on the page, just time. That is not going to be enough to convince someone to register. then ther's the call to action button, which is big enough, but whats with the copy, "CLICK HERE" to claim my spot in the *exclusive* "weekly mini-webinar" - exclusive?
The button copy is confusing and arranged in a strange way.
HubSpot
The headlines is good. The USP clearly mentioned. The copy focuses less on the benefit of the webinar and more on the success of the previous webinar. there are pictures of guest speakers accompanied by their blog, but the letter are so long that I really wouldn't go through all of them.
I like the CTA button and the copy on it. the lead capture form, however, is too long. Its arranged properly but still too long.
Don't just use a cookie cutter design for all your landing pages. If you want to get the most number of registrants for your webinar, make sure your landing page doesn't make the mistake that these pages made.
You can include a lot of content on a landing page, but keeping it simple is the best course.
Categories: Landing Page Examples
Have other tips for getting more webinar signups? Leave them in the comments. See you in my next blog. Cheers!
