A landing page is a page on your site that helps you convert visitors to your website into leads. Landing pages appear in response to an action, like clicking on a marketing promotion, an online advertisement, or a search result. Classic landing pages include a form that visitors can fill out in exchange for a desired good or service. Think of these pages like interdimensional portals, that can attract your target audience and transport them to where they need to go. Except, instead of going on a space adventure- your audience solves their problem (all thanks to you!).
So you’ve decided to host your first webinar. You’re in good company! Everyone, from big enterprises to mid-size startups, seems to be experimenting with this medium. And some companies, like Unbounce and Kissmetrics, say they use webinars as their number one marketing acquisition channel. To stand out from the crowd you’ll need to have a nice landing page.
After years of fine tuning our own webinar landing pages, we’ve picked up a thing or two about pages that just don’t convert.
Sure, we get it. You have a ton of other things to do that don’t include researching, designing, testing and implementing the perfect landing page. Which is exactly why we’ve built you this handy guide.😁
Let’s go ahead and get the most obvious one out of the way. Yes, your design matters! Just like receiving a gift that was wrapped in a trash bag (uh, thanks?), how you present your webinar will impact your viewer’s perception of its contents.
And you don’t have a long time to make an impression. Web users judge sites in just 50 milliseconds. MILLISECONDS. Looks like those ten hours you spent picking out the color of the CTA button were put to good use.
Seriously though, humans have a tendency to judge the quality of a service based upon its image. In psychology this is called the Halo Effect, which equates initial unrelated observations to either positive or negative perceptions of the subject as a whole. It’s the reason why your doctor’s waiting room has leather couches and flat screen TV’s. Applied to your landing page it means simply that a bad design will make your brand look cheap and untrustworthy.
So how do you fix it?
Brand identity is anything that represents your brand to a consumer. Everything from the typeface, logo, tone, and even brand name are aspects of brand identity. Basically- this is how your customers recognize your product.
When you design your webinar landing page, brand identity is probably the first thing on your mind. The colors that you use should match those found in your logo and on your website. If you are a luxury brand the landing page should be as sleek as possible. We know you want to try out your HTML chops, but maybe now isn’t the time to break out an amateur landing page.
Quality templates will allow for you to upload your logo and adjust colors while maintaining the integrity of the design. At Livestorm, we even force certain parameters like the title length and the size of the cover image to make sure that the landing page stays clean. To make sure your page is evoking your brand, reach out to select customers to see if they recognize your brand in your page.
This Spendesk landing page does a great job communicating brand identity by using the same Spendesk logo, colors and design themes that can be found on their main website.
Your landing page shouldn’t be an afterthought. It needs the same amount of care and attention as your homepage. Double check that the layout promotes cognitive fluency. In layman’s terms this means making sure it is easy to interpret, and that it matches your customers expectations.
Our brains are hardwired to be receptive to information that is easy to understand. That’s why we feel frustrated when we arrive on a new webpage and fail to find the chat box or the search bar. Google confirmed this in a 2012 study, which found that site visitors tend to prefer websites that mirror other websites within the same industry. So no, we’re not saying that you should copy your competitors. But mimicking the general layout of their landing pages, including the placement of your CTAs will help them understand your page. As a result, new leads will view your landing page more favorably.
A CTA, or call to action, is anything that has been designed to elicit an immediate response or sale. Think of it as the last thing you get to say to your leads. You’re going to want it to sum up your offer and inspire action, all without taking up too much space! Creating one that actually converts is tricky, but these strategies should help.
If you want people to click on your CTAs, you are going to need to get good at Priming.
Not sure you know what priming is?
Ok, we’ll back up.
The way that humans remember things is pretty wild. We’re surrounded at all times by sensory stimuli, and it’s way too much to process at once. So our brains figured out a way to do it efficiently. Thanks, brains. To keep it simple, everything we experience is sorted into either short-term memory or long term memory. Priming is a psychological concept that can be filed beneath subconscious long term memory. In priming, a subject is presented with one stimulus that is designed to unconsciously evoke another, related association.
For example, if you are handed a card with the word “red” written on it and then later on you are asked to imagine a fruit, you would likely think of an apple.
So how does priming relate to your CTAs?
Priming can help pave the way for consumer decision making. The theory goes that if you are targeting specific keywords in your SEO, the same phrases should be repeated on your landing page and in your CTA. Your audience will be more likely to click on your CTA, because including the same phrasing throughout your campaign will satisfy their expectations. We’ll talk more about your landing page copy later, but for now just know that consistency is key for clickable CTAs.
You can also use colors to your advantage when making your CTAs. Certain colors carry intrinsic meanings, with variations depending upon culture or lived experiences. Because of these differences there is no hard and fast rule about which color will be the best for your brand. But there are a few color strategies that you can apply to your CTAs:
This brings us back to priming. Just like how certain words can become associated, maintaining the same color for actionable items throughout your campaign will fulfill your customers’ expectations. If you use the same color for all of your CTAs, it will be easier for registrants to identify them as buttons, and click them.
When selecting the color for your CTA, picture it within the context of your landing page. Does it stand out? The most eye-catching call to actions are highly contrasted against their backgrounds.
Have you ever wondered why most CTAs are buttons with rounded corners? As crazy as it sounds, our brains have been programmed to avoid sharp things. This applies to things we encounter in the office, and on our computer screens, too. If you want to increase the click rate for your webinar landing page, try softening the edges of your CTAs.
Where you place your CTA can also make a big difference on your conversion rate. Buttons that are located “above the fold," or the part of the webpage your customer sees before they have to scroll, tend to have higher click rates than those that are farther down on the page.
And finally, the amount of CTAs that you include on your page can impact your results. Traditional advice suggests limiting the number of CTAs on your landing page. This is based on the assumption that when faced with too many choices, we tend to make no decision at all. Anybody who has entered the cereal aisle of the grocery store and has left empty handed may be familiar with this concept.
However, in recent years experts have modified this advice a bit. Now the general consensus is that the longer your landing page is, the more CTAs you should include on it. And if these CTAs all direct to the same action, it is even better. To know for sure what works best for your brand, try A/B testing your CTAs whenever possible.
A lot of the time when you look at a webinar landing page, you’ll notice that the registration form hogs up a lot of real estate. While it’s true that to qualify leads you need to gather as much information about your prospects as possible, it’s important to keep things short.
Let’s face it, the longer that something takes to do the less likely we are to do it. In a world where you get literally anything delivered to your house with the push of a button, cutting out extra steps makes sense. Most prospects balk when faced with a long signup form. A good form length to shoot for is between five to ten fields, tops. There have even been studies done to track the effectiveness of form fields. This one by hubspot found that as the number of form fields increases, the number of conversions decrease. The trend was even stronger when those form fields included a higher number of drop down boxes and text areas.
Here we've included another Spendesk landing page (what can we say- they know their stuff). Notice how they stick to fewer than ten fields, and they ask for information that is super relevent to their target audience.
It’s also possible to include only one field in your form, while still accessing all of the information that you need. For example, form fields in Livestorm webinar landing pages ask only for an email address. Any additional data needed for marketing and segmentation purposes is enriched with public third party data that is gathered with respect to GDPR regulations. The system automatically notes the registrants job title, company name and the size of their company with no extra effort on the part of your attendees.
Pretty cool right?
There are three ways you can go about setting this up:
This is probably the most straightforward option for data enrichment. If you are creating your landing pages yourselves, you can use clearbit enrich to fill in additional third party data. It is less than $1000 a month and can be customized to fit your needs. Plus, it is not limited in scope like some other options.
Perfect for sales or marketing webinars, you can implement lead scoring through zapier. This is free for up to 500 leads per month, but cannot be adjusted to your specific requirements. Not many people know this, but this cool free Zap is actually powered by Madkudu. Alternatively, you could also go with a Madkudu subscription and set up the official Madkudu enrichment Zap. This is an option for those with a higher budget.
Another straightforward option, pages generated through Hubspot have some enrichment features built-in and ready to go.
What you include on your landing page isn’t limited to CTAs and form fields. There are a few additional elements you can add to increase conversion. Page visitors can be persuaded by many factors, like your tone of voice.
In crowded markets it can be tricky to rank on search engines, which tends to reward big players while crowding out the underdogs. The copy you include within your landing page can impact how visible it will be in search engines. SEO is more relevant the longer ahead of time you post your registration page. Like when you have a page for a recurring event (ie: a product demo).
Manipulating the quality and quantity of traffic that flows to your site from search engines relies on some key techniques. For the purposes of this post we’re just going to skim over some SEO highlights, but if you’re looking for a beginner's guide this MOZ article is an excellent starting point.
The bare bones of a landing page that ranks well is clean copy. This means writing a text that is honest, clear and compelling. Choose your keywords intentionally, and apply them in strategic places within your text (like the title, and as we said earlier- the CTA). When prospects are faced with your landing page they should know exactly what you are offering. Not only is it good for them, helpful pages build authority for your brand.
Again, SEO won’t make or break your landing page. Usually, more traffic will be directed to your page from ads, links on other sites, and other forms of targeted communication. SEO is worth the effort if your webinar is far enough in the future and focused on a very popular theme.
Your text plays a dual role of helping your page rank in search engines, and explaining what your webinar is about. Before you begin to write the text for your landing page, plan out what you want your page visitors to know about your webinar. A few bullet points or short sentences is all you need to attract an audience. It is a good opportunity to differentiate your brand from competitors. You can use this chance to make a case for your webinar. Explain what you plan to teach your audience and how your webinar can help them. Don’t forget to reference your unique selling proposition, or USP, as you are writing. This is everything that makes your brand unique in a crowded market.
The tone of your copy matters just as much as its content. Write in active voice, a type of sentence structure where the subject completes the action of the sentence. Active voice is clearer and more convincing than passive voice.
For example, instead of saying:
“Our audience was helped by our last webinar”
try, “Our last webinar helped our audience”
See how we switched around the subject (our last webinar) and gave it a little work to do (helping our audience)? It’s about time your subjects pull their own weight! You can speak directly to your visitors by addressing with pronouns like “you.” Avoid sounding too polished or robotic, as audiences tend to respond better to conversational tones.
In situations where we are uncertain of what to do, we look to the behaviors of others to guide us. This phenomenon is called “social proof” and it’s why you see celebrities selling teeth whiteners on instagram. Things like celebrity endorsements and expert testimonials drive purchasing decisions when you yourself are uninformed on a subject matter. We assume that others in the group know more than we do, and we mirror their behavior- even if it seems strange to us at the time.
So when a star shows their pearly whites and then shows you what product they used to get them, you are more likely to buy the product. After all, if they aren’t an expert- why are their teeth so white?
You can apply this concept to your webinar landing page by including quotes from previous attendees who were happy with their experience. In the same vein, testimonials from other experts can reinforce your perceived authority on your subject matter. And, if you have a notable guest speaker you can showcase them in your promotional materials. Your audience will be more likely to trust the quality of your content if they see that others have done so, too
Giving potential attendees a way to contact you is a good way to access direct feedback. Just like with a pricing page or a homepage, adding a live chat to your webinar landing page can convert visitors to leads (or in this case, attendees).
This can be done by adding a tag, like intercom or drift, to your landing page. Try sending a greeting message to each page visitor will let them know you are ready to answer any questions. You could even trigger this message to be sent in response to specific behaviors. For example, if the visitor scrolls more than half way down the page they get a helpful note from you.
A lot of what we’ve covered has been about techniques you can use to influence behavior, and this last one is no exception. When something is perceived to be “urgent” people are more likely to act. You can use text to express time sensitivity. Phrases like “Buy now” or, “Places are limited” can spurr action and increase your signups. Or, you can actually create this feeling of urgency artificially. For example, on Livestorm landing pages we present the date of your webinar and include a countdown clock. As the deadline approaches, visitors are more likely to register because they don’t want to “miss out” on the opportunity.
We think these tips will help you build the perfect landing page for your brand. And as always, remember to test your techniques. A/B tests can help you pinpoint exactly which changes impact your results (like changing the CTA or adjusting the copy). If you find something else that works best for you, let us know! We’d love to try it out.