How to build a landing page that draws your audience in
You’ve got your content sorted, your promotion plan is coming together nicely, but what happens when your audience clicks through to your landing page? This is the crucial moment to convert them into signing up, so the pressure is on to make it as compelling as possible. At Bright, our main focus was how our topic could help prospects solve one of their problems, which guided us in creating a title and a few key takeaways that would persuade them to give up a precious hour of their day. This can be quite challenging, so it’s worth working with a copywriter to make sure you get the tone just right and are making the landing page as exciting and persuasive as possible.
When building the landing page for our first webinar, it was important to consider data collection, automation and optimisation.
Here are some key points to consider:
- How are you going to capture contact data?
- Does your webinar tool integrate with your CRM?
- Ensure you capture consent and that the process is in line with your privacy policy and GDPR guidance.
- Decide what your intent for the data is, e.g. do you need your CRM to divide into current customers and prospects?
- How will the data fit into any lead scoring or automation programs you have set up?
The usual optimisation techniques apply here also. When your landing page goes live, it might not be obvious which information will appeal most to your audience, so it’s worth setting up conversion tracking from links, goals and perhaps some heat mapping. Your future self will thank you when you have the data to influence your next webinar campaign.
How to follow up your webinar
In an ideal world, the sign-ups will flood in and people will be itching to tune in to your webinar. But the game is not over yet. If only a third of sign-ups are likely to attend the webinar, how can you attempt to improve on this statistic? Our email strategy included:
- An automated ‘thank you’ email straight after sign-up with webinar details as an invite so it can easily be added to their diary.
- A reminder the day before – this is crucial as they may have signed up weeks before and forgotten. A quick tip is to consider that people might sign up right until the last minute, so if you have automation set up consider eliminating these people from the list to avoid bombarding them!
- A follow-up email – either a ‘thank you for watching’ or a ‘sorry you couldn’t make it’ message. Around 28% of the non-attendees watch after the live event, according to Medium, so make sure to include a link to the webinar recording or some type of CTA.
It’s a good idea to keep these emails fun and engaging. Your audience might not be ready to purchase a product just yet so view the webinar as a chance to delight, educate and inspire leads rather than rolling out hard-sell tactics.
How to measure the success of your webinar
The webinar might be over, but there’s plenty to be learnt from the process. The goals we tracked were as follows:
- Who watched the webinar.
- Who signed up but watched at a later date.
- How long people watched for.
- Who signed up and didn’t watch it.
These conversion rates are good to track, but are hard to benchmark as it will depend on the type of content, who you were targeting and the topic and time of day. It’s worth using the first one as a test and learning from this to influence your strategy going forward.
Other measures of success can include:
- Landing page conversion rates – how did your webinar measure against other marketing activities?
- Conversion rates to opportunities in the future – has it opened up helpful conversations between the prospect and your sales teams?
- What channels were most successful in driving sign-ups to the webinar?
- How did your email marketing fare? Perhaps you might benefit from an extra reminder an hour before the webinar, for example.
Congratulations, you’ve made it to the end of our guide and hopefully, you’re feeling a little more confident to add webinars to your marketing arsenal. As the workplace becomes increasingly remote, people are interacting with online learning more than ever before and now is the time to showcase knowledge online. After completing our first webinar, we are now confident that we can roll out more across the coming months with an improved sign-up strategy and confidence in the Zoom webinar software. After all, who knows who might be tuning in?
