From a campaign output such as an email invitation, the landing page is where people end up when they click the register button. The purpose of a landing page is to get people to register for the webinar. But beware: even at this point people can give up! A well designed landing page reduces this risk. The following should be taken into account:
- Landing page design
- Information on the landing page
- Information requested for the registration
Landing page design
Landing pages come in many shapes and sizes, from webshop to homepage and of course the webinar registration page. There is some general advice for landing pages. They should be easy to scan, contain little text and lots of white space and if possible contain supporting illustrations. It is also advisable to choose complementary colours for the various illustrations on the landing page, as these attract attention. These are colours that are opposite to each other in the colour wheel.
Tip: Add social media buttons to share the webinar event.
Information on the landing page
The landing page contains all the important factual information about the webinar. This includes at least: subject, date, time, duration, speakers, tags and a level indication. It is also possible to describe the intended target group of the webinar here.
Furthermore, a brief summary of the webinar content is given. Contrary to popular belief, it is not wise to go into too much detail here. This distracts from the core message, which must be clear. If an email invitation has been used to promote the webinar, it is important that the text on the landing page is not an exact copy of it. Finally, keep in mind that the landing page is also indexed by Google and that SEO therefore applies here.
Tip: Make sure that visitors to the landing page can register for the webinar right from the page itself. 1-click registration results in possibly 50% conversion of landing page visitor to registration, 2 or more clicks to significantly less registration.
Data required for registration
Firstly, a registration method must be chosen. There are two ways to register; registration with or without email confirmation, which requires the registration to be completed via a link. Both have advantages and disadvantages:
Depending on the objectives of the webinar, one of the two registration methods can be chosen.
Furthermore, the most important thing is that registration should be low-threshold. Only ask questions that are relevant to the follow-up and the webinar itself. This often includes at least:
- First and last name;
- Gender/title (Ms/Mr);
- Email address.
Optionally, you may also ask for:
- Telephone number;
- Function, organisation and sector;
- Address;
- Where did you hear about this webinar? (provides insight into marketing effectiveness);
- An open field for general questions and/or comments.
The success of the webinar can be positively influenced by asking for expectations regarding the webinar in particular. This feedback provides an opportunity to adjust the content of the webinar in a timely manner so that it better reflects the wishes of the participants (WIFM). It is a useful start to the dialogue with prospects.
There are also a number of general downsides. The following should be avoided on the landing page:
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- Sales pitch with irrelevant questions;
- Offering indirectly relevant content that leads people away from the landing page
Content relevant to the preparation of the webinar may be offered on the landing page. Content that is only relevant at a later moment than during the preparation can be better offered during the webinar in the player or in a follow-up email.
Regardless of what data is requested during registration, it is always important that it is in line with the objectives. Less relevant, but still interesting questions can also be asked during the webinar, for example in a survey or poll.
Finally, participants can be tracked online with the data that is requested during registration: who are they, how involved are they in the webinar, are they watching live or on demand, what documents do they download and what do they fill out in poll or survey questions. This data can then be linked to the organisation’s CRM system and used, for example, to follow up on leads.
