How I Generated 518,399 Visitors and 16,394 Leads from 77 Webinars?

In this article, I’ll be sharing the story of how I generated 518,399 visitors and 16,394 leads from 77 webinars with help from a little-known marketing technique. The key takeaway is that you can generate leads on demand by driving traffic to an event landing page using SEO strategies such as guest blogging and social media optimization. On February 16, 2015, it was published.

We hosted 77 webinars at KISSmetrics, all of which were a huge success. Because we are a corporation that measures everything, you can reasonably believe that if the outcomes were less than ideal, we would have ceased having webinars long ago. So, how did the webinars turn out? A total of 518,399 people have visited our website due to the 77 webinars, with 155,386 of them registering to attend one. However, only 74,4381 of those reported actually showed up, and 16,394 became leaders. By conservative calculations, you’ll generate $1,638,000 in revenue if you can close at least 1 out of every 20 leads (a poor closing ratio) and each client is worth at least a few thousand dollars. So, how did we do it, and, more importantly, how can you do it yourself? Here’s what you should know…

Rules for Webinars in General

We’ve tested webinars extensively over the past several years, to the point where we have hundreds of A/B tests to show us what works and what doesn’t. Here’s what we discovered to be the best answer after combining our data with that of a few other webinar marketers:

• Most individuals seem to appreciate utilizing GoToWebinar for some strange reason. Unfortunately, our attendance rate has plummeted whenever we’ve explored various webinar software options. It isn’t only us who are affected… Every time a digital marketer participates in a webinar, the same thing happens. You should remain with GoToWebinar even if its price and software aren’t the most flexible. When we utilized GoToWebinar, we witnessed a 21 percent boost in attendance on average.
• Don’t make every participant a lead; folks will need to register in order to see your webinar, which is OK. But don’t think of every attendance as a lead… Sure, you’ll increase your lead count, but your salespeople will waste time and irritate your guests.
• Always record your webinars so that you may repurpose and republish them afterwards. In the future, this will assist you in generating more visitors and leads.
• Provide a date and time — even if your webinars are recorded, you should still have live ones. This enables interactive question-and-answer sessions. If you’re doing a live webinar, make sure you let attendees know the time and date ahead of time. You should also provide a link to this time zone converter so that your prospective participants can figure out what time the webinar will begin based on their location.

now that we’ve covered some of the fundamentals let’s look at what your webinar pages should look like

A description of our webinar is on the right, and a webinar opt-in form is on the left, as seen in the screenshot above. We first looked at how registrants responded to extensive content explaining the webinar. To put it another way, the first version looked something like this:

And there was a lot more variation:

With a 98 percent confidence interval, we discovered that a complete version of the webinar description converted 12.8 percent better than the original. This suggests that if we leave the more descriptive narrative as the default, we have a 98 percent likelihood of seeing a 12.8 percent increase in registrations. After that, we experimented with having the form fields on the left vs. the right. Here’s how the correct variant looked:

Form fields on the left side converted 15% better than form fields on the right side, according to our research. Following that experiment, we decided to investigate the impact of biographies on registration rates. By default, we added a bio of each presenter after each webinar.

We experimented with having a bio for each presenter, just having a memoir for one presenter, and not having any biographies at all. The winner was the removal of the memoirs, which boosted the conversion rate by 19.3% with a confidence interval of 99.96%. We tried a number of other things as well, but the results were inconclusive since they didn’t enhance or damage conversions. These tests included the following:

1. A number of compulsory fields – we choose to have many required fields since we discovered that whether you have a lot or a few, you get around the same number of registrants – so you may as well gather more information to better segment your attendance list.
2. Fancy design vs. plain design – we evaluated various aesthetic aspects of our designs and discovered that none of them affected registration rates.
3. Button color for the webinar – Button colors, like most other A/B tests, don’t significantly influence registration.
4. Because each webinar subject is different, we tested many versions of the button and discovered that there was no obvious winner.

Let’s talk about how to attract registrants before we get into how to convert webinar participants into clients.

How to make a sale during a webinar?

To attract individuals to join up for KISSmetrics, we explored a variety of tactics. Here’s what seems to be effective:

1. Give value before asking for anything – before pitching your goods or service to someone, make sure you first assist them. First, educate them and assist them in solving their difficulties, and then ask them to look into whatever you’re offering.
2. Brand your slides — Include your business logo in the design of your webinar presentation. This keeps your company in the back of your audience’s thoughts.
3. Complex sales weren’t very beneficial for us, so mention your business or service offering if it makes sense. We couldn’t get our goods down people’s throats no matter how hard we tried. So instead, we produced more leads and purchases by mentioning our product when it made sense and opting for a soft pitch.
4. Allow time for questions – at the Conclusion of each webinar, we try to give around 30 minutes for questions. This demonstrated to our participants that we care about every one of them, and it strengthened our relationship with them. In the end, we were able to convert more participants into clients due to this.
5. Make them a one-of-a-kind gift — If you give your webinar participants something they won’t find on your website, you’ll generally notice a 5 percent to 60 percent bump in sales, depending on how fantastic your offer is.
6. Launch a poll – we invite attendees to participate in a survey throughout our webinar. For example, one of the poll questions asks whether they’d want to see a product demo. GoToWebinar then displays an attendance report with each participant’s interests, which you can subsequently send to your salespeople.
7. When individuals register, ask them if they’re interested in your product — our highest-converting offer came during the registration process. Before they could attend the webinar, we asked whether they wanted to see a “demo of our product.” We discovered that this inquiry was the source of most of the leads. We also found that providing a demo converted over 10% better than giving a free trial.

You’re ready to drive traffic to your webinar now that you’ve sorted out that step.

How can you get people to come to your webinar?

It’s not tough to get people to attend webinars. Here’s what we discovered:

• Emails convert the best – emailing your blog readers or client list is the most straightforward approach to get people to sign up for your webinars. If you invite them to participate in an instructional webinar, you shouldn’t get any opposition.
• Use your blog – whether you have an email list, you should have a blog. Our blog is the second most converting medium for webinar registrations. Every time we publish a blog article, we get hundreds, if not thousands, of visitors.
• You should be able to get registrants by tweeting, Facebooking, and publishing your webinar information on other social media platforms. For example, if you work for a big corporation, ask all employees to post your webinar on their social media accounts.
• Let previous participants know – if you do webinars regularly, you’ll rapidly amass a list of previously participated individuals. You may send these folks an email once a new webinar is available.
• Partner up – look for other firms in similar fields and collaborate with them. You can use both your own and your partners’ blogs and audiences, which is incredibly effective. This should be your most effective conversion route… It wasn’t for us, but it was primarily because our blog is already so well-known that teaming up with someone else helps our partners more than it does us.
• Always leave your webinars online – KISSmetrics has a page devoted to webinars, as you can see. This allows us to continue collecting leads from previous webinars, which is really effective. On a monthly basis, old webinars account for more than 20% of our webinar leads.

Conclusion

The most challenging aspect of webinars isn’t convincing people to sign up or turning them into clients. It takes time and effort to prepare the webinar materials and put one together. This is a little simpler for us at KISSmetrics since my co-founder and I speak at so many conferences that we can reuse some of our knowledge. If you don’t already have hundreds of PowerPoint slides on hand, anticipate these webinars to take some time to develop. Nonetheless, it is worthwhile to put out the effort. Take a look at our figures if you don’t trust me.

Frequently Asked Questions

How do you convert Webinar attendees to leads?

A: Webinar attendees are not converted into leads.

How do webinars generate traffic?

A: Webinars generate traffic by providing a complete resource that no one else can. You will get many people who want to learn more about your product or service, and many people are willing to pay for the knowledge youre offering. Theyll find you through social media, search engine optimization, or even word-of-mouth advertising.

Related Tag

• webinar meaning