![\"Webinar](\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/3\/2018\/07\/cant-please-everyone.png\")
<\/p>\nYour landing page is the gateway to your webinar. It\u2019s where your guests learn about your presentation and register to attend.<\/p>\n
But your landing page isn\u2019t something you can slap together in a few minutes. It deserves careful thought and optimization. If it doesn\u2019t convert (turn visitors into registrants), no one will see your webinar. All the time, energy, and money you spent building your presentation will be wasted.<\/p>\n
In this article, we\u2019d like to give you a few ways to dramatically improve your registration page\u2019s conversion rate.<\/p>\n
It\u2019s tempting to design your landing page to appeal to everyone. If you reach a larger group of people, you\u2019ll gain more webinar guests and ultimately more customers, right?<\/p>\n
Unfortunately, no.<\/p>\n
Watering down your copy and imagery to appeal to a larger group prevents you from connecting with the people who will get the most value from your webinar and eventually become customers.<\/p>\n
Besides, too much information can actually work against you.<\/p>\n
Few people are willing to read a 2,000-word essay on the benefits of your webinar. They want short, easy-to-digest information that clearly articulates your value. If they have to read a novel just to decide if they should register, they\u2019ll quickly decide your webinar isn\u2019t right for them.<\/p>\n
Don\u2019t be afraid to use a word or image most people don\u2019t understand. Just make sure your audience<\/i> understands it.<\/p>\n
For instance, this webinar\u2019s registration page uses the word \u201cmicroservices.\u201d Most people don\u2019t know what that means and you can\u2019t figure it out by the context here. This webinar is not trying to please everyone.<\/p>\n
<\/p>\n
One of the oldest marketing truisms is \u201cSell the benefits, not the features.\u201d That\u2019s applicable to webinars, too.<\/p>\n
Your customers don\u2019t really care about the features of your webinar. They want to know how it benefits them.<\/i> They want to know what they\u2019ll get out of the experience and how their lives will be better.<\/p>\n
For instance, no one cares that your presentation has \u201c7 exciting chapters!\u201d That\u2019s a feature. It doesn\u2019t tell potential attendees how they\u2019ll benefit from your webinar and why it\u2019s worth their time.<\/p>\n
To determine how your webinar will benefit your guests, think about their problems. What is their ultimate reason for seeking out your webinar?<\/p>\n
Furthermore, it\u2019s important to emphasize what makes your webinar unique. Why should someone attend your presentation over another?<\/p>\n
This is your\u00a0unique selling proposition<\/a><\/span> (USP) \u2013 a way to stand out from your competitors.<\/p>\n Are you an industry expert? Do you have a guest speaker who is? Do you approach a problem from a new or unusual angle? Are you giving out a complete system they can implement on their own afterward?<\/p>\n If you don\u2019t have a USP, you might want to consider reworking your webinar to give it something unique.<\/p>\n Your headline is the most valuable piece of copy<\/i> on your landing page.<\/p>\n According to Copyblogger<\/a><\/span>, 80% of people will read your headline, but only 20% of people will read anything else on your page.<\/p>\n If you don\u2019t get your headline right, the rest of your page doesn\u2019t really matter at all. It\u2019s your strongest opportunity to capture their attention and drive them to register.<\/p>\n Your headline should exhibit your webinar\u2019s benefits and USP. It should be compelling and enticing, but not vague. It should make people think, \u201cWow, I need to know that.\u201d<\/p>\n Here are some more tips for great webinar headlines:<\/p>\n Here are some great webinar titles for inspiration:<\/p>\n You might find it useful to include a subheading beneath your headline. This is an opportunity to be clearer about your webinar\u2019s topic, but you should still be emotionally forceful. Tell your visitors exactly<\/i> what they\u2019ll learn and entice them to read the rest of the page. Sometimes it helps to write your subheading before your headline.<\/p>\n Marketers have used the scarcity principle to drive conversions for ages. Webinars are no exception.<\/p>\n The scarcity principle<\/a><\/span> refers to our tendency to place a higher value on things we perceive as rare or limited. Similarly, we place a lower value on things that are common or plentiful.<\/p>\n You\u2019ve probably seen marketing phrases like \u201cAvailable until supplies last\u201d or \u201cLimited time offer.\u201d This type of language drives people to make decisions quickly due to the fear of missing out<\/a><\/span>.<\/p>\n Your registration page can take advantage of this affect by limiting the number of seats in your webinar.<\/p>\n Digital marketing icon Neil Patel does this often in an elegant way.<\/p>\n This technique seems<\/i> counterproductive, but it has the power to encourage people to sign up sooner. It also increases their likeliness to attend the webinar because they won\u2019t want to miss the chance to be part of the exclusive group.<\/p>\n Now, you don\u2019t have to really<\/i> limit the number of seats in your webinar. You could just say seats are limited to drive more conversions.<\/p>\n But there\u2019s a lot of power in actually<\/i> limiting the number of guests, especially if you can add the declining count to the registration page. Guests who make it into your webinar will appreciate the chance to be part of the group. Guests who don\u2019t make it in will keep their eyes open for the next one.<\/p>\n The form visitors use to sign up is the page\u2019s call to action. It should be prominent, obvious, and positioned near the top of the page so no one misses it.<\/p>\n It helps to use one or several tricks to draw the visitors\u2019 eyes toward the form. You could\u2026<\/p>\n Your form\u2019s \u201csubmit\u201d button should use a color that contrasts with the rest of the page as well as action-focused language, like \u201cRegister Now\u201d or \u201cJoin the Webinar.\u201d<\/p>\n Most importantly, the call to action should be the only<\/i> element of your page your visitors can interact with.<\/p>\n Don\u2019t add links to any other pages or resources (and especially don\u2019t link off your website). It even helps to strip the header and footer from your landing page so there\u2019s only one direction<\/i> for your visitors to go.<\/p>\n Generally, your form should be as simple as possible. Only ask for their name and email because that\u2019s usually all you need. More questions on your form reduce the number of people who complete it.<\/p>\n However, Georgiana Laudi, the director of marketing at Unbounce<\/a><\/span> (a landing page software tool), recommends asking participants one question<\/a><\/span> that pertains to the webinar\u2019s topic.<\/p>\n “Asking people to participate in advance (by submitting questions, for example) is a great way to help build out the webinar content and get extra ‘buy-in’ from registrants,” she says.<\/p>\n We\u2019ve given you some simple tips to improve your webinar registration pages. If you apply these secrets to your landing pages, you\u2019ll see noticeable boosts in your conversion rates.<\/p>\n3. Focus on Your Headline<\/h2>\n
\n
\n
4. Limit the Number of Attendees<\/h2>\n
![\"Webinar](\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/3\/2018\/07\/limit-webinar-seats.png\")
<\/p>\n5. Use a Single Call to Action<\/h2>\n
\n
![\"Webinar](\"https:\/\/wpwebinarsystem.com\/wp-content\/uploads\/sites\/3\/2018\/07\/webinar-registration-form.png\")
<\/p>\nGoing Forward<\/h2>\n