How to create a webinar registration page?
Follow these steps to make sure your webinar registration page is clear, concise and to the point:
- Work on clear forms
- Work on your value proposition in the description
- Work on your CTA
- Communicate clearly on the date and time of your webinar
- Track the form field completion
- Follow-up with people who registered
Working on a webinar demands a lot of time and effort from the marketing team. It is therefore natural to optimise the key element that will connect potential webinar attendees to your actual webinar: the webinar registration page.
Why should I focus on a webinar registration page ?
Think of the webinar registration page as a product page on an ecommerce website. You want to make sure it is easy for interested users to gloss over the most important information and to register to your webinar. The clearer and easier the page, the more people will be tempted to register, thus boosting your webinar registration page conversion rate.
You can calculate your registration page conversion rate by dividing the number of registered attendees by the number of visitors to your page times 100. This should be your goal metric that you want to follow during the registration process.
A webinar registration page has also another important function in the buying journey process to attending your webinar: building trust. Today, each website out there asks for contact details and only the most trustworthy actors in their field will get those contact details. This is normal since people usually prefer doing business with people they trust.
Your webinar registration page plays a huge role in building trust. You only have a few seconds to make a good impression and get people to give their email address. To make sure this happens, you have to follow a few good practices.
What are webinar registration page good practices ?
In order to get visitors to give their email, you need to convince them that they need to do so. An important step in this regard is to grab the visitor’s attention by having a good image, a funny headline or something that can grab the attention of the visitor. It is usually a good idea to spend some time and effort on a hero image that is well suited to your webinar topic.
There are a lot of webinars launched everyday and you need to make sure yours stands-out and you need to get the interest of the potential attendees. This can be done by crafting content on the registration page which will spike the interest. Work on a funny or curious headline and description which will force the visitor to pause on you page and consider registering. Make your content pop visually so that it catches the eye.
Like marketing guru Simon Sinek always said: “People don’t buy what you do, they buy why you do it”. You want people to understand why you are doing this webinar and why they should get on board with you. You want to spark a desire linked to a potential unknown need at this point. You can usually use a question that will elicit answers that confirm desires.
Finally, make it crystal clear for the user to know what you want them to do on this page. At this stage, work to craft the perfect Click-Through-Action (CTA) item that is adapted to your registration page. What usually works well is to inform the visitor that your registration is free with a CTA button like “Register for Free”. The truth is you better test different versions and determine what works best with your audience to maximise the effect.
How to create a registration form ?
In most cases, the provider with whom you will host the webinar, will have templates for registration page forms. Do not hesitate to go beyond this template and see for yourself what you would propose to your users. Try to think about your own custom sign-up email form that you can host directly on your website. This will make it also easier for you to track what is happening with the form.
I do not know about you, but I hate long forms that ask for a lot of information and sometimes personal ones. Of course, this depends on your field and your requirements, but your webinar registration page will have a better chance of performing when using a clear and concise form. To be honest, often you only need to get the user’s name, email address and company to get the right information. The easier and faster the form will be, the better the performance usually.
For further resources on webinar registration landing page, the team from Instapage has assembled a lot of best practice webinar landing pages from their experience.
What happens after the webinar registration ?
After the registration is complete, you will need to reach out to attendees so that they do not miss out on your webinar. For that, the best way is to send regular email notifications to remind them of the event coming up. The workflow for these email notifications is customisable to your needs but it is usually better to send one right after the attendee’s registration, 2 weeks before and a few days before the event. Do not forget that you can still build some more trust thanks to these emails and offer related content (video, articles, ebooks) via these emails.
Make sure you also properly promote your webinar through all you owned channels so that nobody can forget what will happen. We have also written a dedicated article for this: how to promote a webinar?
Why trust Redback Connect with your webinar creation ?
Creating a dedicated webinar registration page and promote it can take a lot of time and effort from your other marketing activities. Redback Connect is the leader for webinar services and they offer an all-round managed process to make sure your webinar will be a success.
Their sales and customer success team will make sure to determine the best webinar registration page for your needs thanks to their experience in the industry. With proven features, you will be able to brand your landing page and get all the data to learn about your registration page metrics. If you need any help before, during or after the webinar, your dedicated project manager will be able to help you out.
Create great webinars thanks to our team of experts. If you need any help, please reach out on 1800 733 416. Webinars.com.au is an Australian hosted company that manages around 50 webinars for all type of companies.