7 Webinar Registration Page Best Practices

Guest Post by Bret Smith, Principal of WebAttract an End2End Solution for Webinar Demand Creation

Does your webinar marketing strategy include things like “conversion,” “ROI” and “new customers?” If the answer is yes, then webinar registration pages are something you’ve thought long and hard about. Webinar registration pages broker the exchange of information between you and your prospective attendee. Combining an eye-catching offer button with an effective registration page can convert mere visitors to engaged registrants.  Here are the 7 Webinar Registration Page Best Practices:

1) Pass the Blink Test

Visitors to your page will often make the decision of whether or not they’re going to fill out your form before the page even finishes loading. Make sure where you’re sending folks appears immediately professional and easy to fill out. In other words - make sure they can understand the topic and what you’re asking for in the time it takes them to blink.

2) Keep It Simplekeep it simple

A key thing to remember about your registration pages is that anyone who reaches it must have clicked on something to get there. So, theoretically, you will know something key about these folks immediately. You should be able to plan your next move pretty well armed with that information, and not have to ask for much more. Use that to your advantage and keep everything about this page, including the amount and nature of the questions you ask, simple.

3) Keep It Short

Seeing a massive list of 15 or 20 questions will make your prospect think hard about the value of his or her time, and whether or not they feel spending it filling out your form.

4) Graphics and Endorsements Matter

Remember, you’ll be asking people to submit information they may consider sensitive. Credibility will be key. Make sure you have your logo or client testimonial at eye level in one of the margins or in the header - or somewhere else they can quickly see it without having to scroll.

5) Go Naked

They are a few keystrokes and a click away from becoming a bonafide webinar registrant. The last thing you would want to happen is for them to get distracted. “Going naked” refers to the practice of making your registration page deliberately sparse. Customize this page so that it has zero navigation - no menu, no link back to the homepage, no other places to click, nothing. This page needs to be devoid of any and all hyperlinked distraction. Have the form and the “submit” button be their singular point of focus, and usher them through to completion.

6) Restate Value

Use a simple, bulleted list near the top of the page to restate what you’re presenting and why it’s valuable. Doing so will ensure your registrant knows exactly what they’ll be attending.

eat your own dogfood

7) Eat Your Own Dogfood

Before publishing the page, ask yourself: would I fill this out? Would I find this page confusing? Would I feel comfortable sharing this information over the web? Use these questions to ultimately perfect the look and feel of your registration page before going live. And of course, as always, test, test, test!

(Photo credit: Keep it simple, Dog Food)

What other tactics have you found to be successful in improving your webinar registration page conversion rates?

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