Whether it’s registration pages for ebook downloads or webinar signups, B2B landing pages are notorious for low-conversion rates.
Especially when the forms look like this:
Hello Foreigner! Please enter your ‘Foreign Province’ 🤦♂️
Here’s three starter steps you can take to optimize the conversion rate on your event’s registration or gated asset’s landing page:
✅ Get rid of any unnecessary fields
If users hit the reg page and see a 30-field form, they’re gone.
Don’t ask the end user for demographic or firmographic info if you don’t have to. There’s automation for this!
✅ Make sure that the branding, the creative and the copy all match the email promotion that you sent out
Eg. If you’re saying, “Hey, this is what we’re going to be talking about, this is the title of the webinar”, the look, the feel, the colors, everything must match what’s on the reg page.
If people get there and there’s a disconnect, there’s something they think something’s off and they’re gone. It’s subtle, but important.
✅ Make sure any prize or incentive you’re using is front-and-center
Use clear terms and conditions and matching prize graphics to your promo/ad/email so that everybody can feel comfortable that that prize is actually going to be awarded.
The bottom line is to use lead enrichment technology to allow you to simplify your forms and brand/message matching reduce abandonment.
Once you’ve got the tools, processes and workflows in place you’ll be well-positioned to reap the benefits on every page you create.
Speaking of optimizing your webinar and hybrid event strategies, check out the podcast episode below: we dive DEEEEEP into strategies and tactics to boost your lead gen efforts👇