Lot of companies are doing webinars, from big enterprises to mid-size startups. And a fair amount of those companies use their own landing pages to register people to their webinars.
Hence, the demand for best practices.
Companies like Unbounce or Kissmetrics are using webinars as their number one marketing channel for acquisition.
However, I can’t help notice recurring problems:
- The design (almost) never feel as “polished” as the rest of the website.
- This approach is rarely time/cost efficient.
- There’s no extra care in the conversion triggers (USP, CTAs, etc.).
The two main reasons for that are:
- It’s not your job to figure out how to design a landing page, specifically for webinars. Unless, you’re a webinar software (from this century that is) or a landing page builder like Unbounce, Leadpages or Instapage.
- It’s a hell lot of work in terms of research, design, testing, etc.
In this post, I am going to show you what people do wrong from our experience as a webinar software.
Treat Your Webinar Landing Page Design Like Your New Home Page
This is probably the most common trait of every single webinar custom landing page: they do not get the extra care your home page usually gets.
Branding & Webinar Landing Page 101
First, if you care about your design guidelines be extra careful with default landing pages and landing pages builders.
Make sure the landing page can hold the same colours as your brand, the same logo, pictural universe, etc.
Using default landing pages is ok for some but if you are a design software company for example or if you operate in the luxury industry, it is not ok.
I’m sorry but this is not ok:
Bottom line is: don’t hurt your brand.
To solve this, ask your users or internal customers (e.g the customer success team) if they recognize your brand.
This is why we put extra care in our landing pages, we even force certain parameters (title length, cover image size, etc.) to make sure the landing page design and the email templates stay clean.
Look for The Same Conversion Triggers as Your Signup
Trying to convert to your webinar is as important as trying to convert someone to a demo or trial. I wrote about the positive impacts of webinars on sales.
Putting the same effort to convert people to your webinars will help you boost your sales.
Webinar USP: have a clear value proposition.
What are you offering with this webinar? How can this help me? Be concise, be specific, and if you do the same webinar over and over A/B test your title.
Breakdown your content into keywords, benchmark blog posts and do some SEO research, try to find the right angle for your title.
Take this title from one of the many Uberflip’ webinars: “The Top B2B Content of 2016: Six Lessons for Marketers”. It’s concise, it sets clear expectations and, bonus, it’s teasing.
Don’t just describe, tease.
You should always describe your session with a few concise bullet points. A short paragraph, a nice copy and just a few actionable bullet points, it’s all you need.
Consider adding some incentives like a coupon, a feature release, a special guest, highlights from previous webinars etc.
Adding a hero short, like bios, shows authority. It can dramatically improve your conversion rate.
Finally, social proof from previous attendees, or testimonial about your presenter expertise will reinforce your authority on the topic.
Have a clear CTA
Put a clear and actionable CTA. What’s the next move? Should I “watch” a webinar, “register”, “join”?
Another thing, this should be the ONLY call-to-action on the page.
How can I contact you?
Like a pricing page or your home page, consider adding a live chat on your webinar pages with a special push.
Paste your Intercom or Drift tag on your page and send a greeting message for each visitor, so they know you’re here in case they have any question.
That’ll help you catch missing potential missing information on your page and bring more people in.
You can even trigger the message for specific behaviours: if the visitor scrolls more than 50% on the page or/and stays more than 10s on the page.
It’s Not Just About Your Webinar Content
Consider adding information on your company, product and your customers (logos or testimonials). People attend webinars because they like the product or consider the company as an authority in their field.
The Webinar Landing Page is Not About Your Form
The webinar registration form is often the most present element in the landing page designs. If you think about it, this doesn’t make any sense.
Would you put your signup form in your home page?
Your Webinar Worm is Probably Too Long
First, webinar forms are horribly long.
It’s just a pain to fill. The best landing pages, the one that drive the best conversion rates have a short and sweet registration form, 4 to 5 fields top.
Visitors interested in your product will definitely register to your webinar but it means two things:
- Either they know you and they already like you…
- …Or they liked what they just read on your webinar landing page. Hence the great copy effort on your description, title, etc.
Bottom line is, I know you need those fields to segment your audience beforehand and make sure that people that get in are qualified enough.
However, you are probably turning out opportunities by doing so.
What if you needed only one field?
Now, what if I told you that you did not need all those fields? That you can get the same level qualification (or better) from a single email?
With Livestorm, we have managed to enrich any email with all public the data you can get on a single email to make sure you get a full profile on any attendee: role, job title, company name, company size, etc.
Meaning: frictionless registrations on any webinar landing pages. People fill in their email, fields are populated with that third-party data, and all they have to do is click on “Register Now”.
Want something even more extreme? What about the no-webinar-landing-pages?
Don’t Build Your Own Webinar Landing Pages
My point is: you would rather use Stripe to charge your customers than building your own solution, right?
It’s the same with webinar landing pages, we build webinar landing pages. This is what we do, all day, and we have the data to support it.
It’s a lot of work to maintain
Custom webinar landing pages are hard to maintain. You will probably have to rebuild them for every webinar, and you will lack features because you don’t have access to all the webinar data (number of participants, modification to the registration form, etc.).
It requires internal skills
You also need the internal skills and time to build them and keeping them up to date.
It can take up to a week to create a nice landing page, then you will need some programming to link your form to the webinar software API and handle the errors.
And I’m not even including the time to integrate the hooks with your CRM or marketing automation software.
It requires empirical knowledge
To master your conversion rate on your webinar landing pages, you need to be aware of the market average, the best practices, data from different verticals and different ways of presenting things, etc.
Custom webinar landing pages drive the best conversion rate… If you know how to handle it. But, this is not your job to know how webinar landing pages design best practices.
Don’t hurt your brand with default webinar landing pages.
But they are not dead. We have the data and the skills to make them 10x nicer and more efficient than any other custom or default landing pages out there.