Webinars are a great way to generate leads in the B2B world because not only of the fact that you will have a captive audience for the duration of most of the presentation, it also yields a ton of content possibilities. But what good is all the work in putting together a nice webinar if your registration rates suck? The problem could be with your webinar registration or landing page.
It might sound trivial, after all webinars are routine for many B2B marketing organizations, but if you take a look at most webinar registration pages, some of them lack good design and basic optimization techniques.
Let’s take a look at some examples:
HubSpot:
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For all the good content that HubSpot puts out there, the registration page for their webinars is quite bad. The copy is short, which is what you should aim for, but take a look at the registration form itself. It’s like they decided to embed an iframe of some sort and didn’t bother making it work… it just goes on and on forever. And it asks a lot of questions people may not be willing to disclose at the moment of signing up for a webinar.
Then, the webinar details like duration and presenters are all the way to the bottom. And, if you look closely, you can’t even find the date and time of the webinar. My suggestion is for you to not do it this way.
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Marketo:
Here’s a nice designed webinar page. Most of Marketo’s webinars follow the same design style with the webinar title at the top, the date and time clearly stated upfront (time is in both PT and ET), a short copy with three bullet points and simple registration form on the right asking just the basics. At the bottom, they show a headshot of presenters with just their title.
SAP:
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This is an interesting example of a “webinar series” done badly. The landing page shows a ton of copy, a plethora of options and unless you take the time to carefully read everything you probabaly give up before signing up. Not to mention the registration form asks for way more than you should.
Splunk:
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Splunk is using Webex’s webinar registration template, so there’s not much they can do here but it is not bad. Although not very well desgined, it does have good points such as using short copy that is direct and to the point with three bullets. Lists the speakers below and asks for just the basic info for registration.
Rackspace:
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This is an example of a bad webinar registration page that has a tremendous amount of copy, each speaker bio is like a book which makes it look like a long list on the right way past the registration form. The good thing here is that the form is pretty simple, so if the email invitation was enticing and you don’t care too much about the landing page, you can just register and get done with it.
GigaOm:
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This sample webinar page from GigaOm is nicely designed making good use of space, and not trying to do too much. I like that the title of the webinar is big and the first thing on the top and the time and date are right below it, but it would have been better if they had shown the time in EST as well. The speakers are prominently displayed without using too much space and they did a good job with breaking apart sections like “what will be discussed” and “who should attend” which can help entice people to register.
If I were to fix a few things, I would focus first on the weird spacing on the bullets that is pushing everything down and making it look taller than needed.
Takeaways
There is a ton of other examples out there you can check out and look at your company’s own webinar registration pages. Here are what I consider to be best practices. But don’t take my word for it, I encourage you to make your own tweaks and test. Come up with your own set of rules for your webinar landing pages based on what converts the most.
1. Make sure the title of the webinar is prominently displayed on top. You want people to recognize the landing page whether coming from an email clickthru, a social media link or a Skype IM.
2. The date and time should be clearly displayed and preferably with East Coast / West Coast time zones if a US based webinar or other relevant time zones based on your audience.
3. Short copy with bullets to quickly indicate what the webinar is about and why should potential attendees register. If you are trying to explain too much, you are doing it wrong.
4. Speaker names, titles and short bios. Bonus points for adding a headshot.
5. Short registration form, asking only the very minimum. The more you ask, the less likely you will get quality data and it will also decrease registrations.
6. Simple and clean design to emphasize the key aspects of the webinar will help conversions. Don’t overdue it, though.
7. Registration button clearly placed next to the form (typically at the bottom).
8. Makes sure your company logo doesn’t dominate the registration page. You are not selling the company, you are selling the webinar content.
9. Sharing icons for twitter, facebook and linkedin can help people spread the word and share with their network, increasing registration rates. For bonus points, add a ‘suggested tweet’ with hashtags and all for them to promote with just one click.
Posted by Daniel Kuperman 
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