Five Tips for Making it Easy to Register for Your Webinars
Some webinar organizers offer free webinars, but make it difficult for people to register. As a result, they might be losing potential attendees - and not even realize it. Here are five things you can do to make the registration process easier.
1. Show date and time as early as possible.
Show the exact time of the webinar as soon as possible, without forcing attendees to click anything to find it. So if you're sending an e-mail invitation, show the time and date there; if you're promoting it in a blog post, show the time and date there; if you're promoting it on Facebook or Google+, show the time and date there. Even if you're tweeting about it and have limited space, try to squeeze in the time and date there.
2. Show the time zone clearly.
If your webinar attendees could be in different time zones, show the time zone clearly and (if possible) link to a time zone converter.
The biggest problem webinar attendees have is figuring out the right time zone - even if you make every possible effort to help them. So if you're doing as much as possible and they still get it wrong, imagine how bad it is if you don't help them at all!
3. Get to the registration page faster.
Get them to the registration page as quickly as possible, and eliminate any unnecessary steps along the way. This applies especially to free promotional webinars, where you want to get as many people "in the door" as possible.
Of course, you do need to give them some information about the webinar before they register, but almost everything else is unnecessary. Don't force them to fill in a squeeze page. Don't make them join a Meetup group. Don't make them log in to Facebook to see the link.
With a paid webinar, you might have to take their payment before they see the registration page, so that is one extra step. But the same principle applies: Eliminate any other intermediate steps.
4. Ask for as little as possible.
Following on from the previous point: Ask for as little as possible on the registration page. You probably need their name and e-mail address, but nothing else. You might want to capture more information about them for marketing purposes, but the more you ask for, the more likely it is that they will abandon the registration process. If you really want to ask for more, make it optional rather than compulsory.
5. Check everything carefully.
If you need to show the same information in more than one place (e.g. showing the time and date in your e-mail invitation and the registration form), check carefully to make sure it's correct everywhere. This might seem obvious, but it's surprising how often I see errors and mismatches. I guess this happens because webinar organizers do need to change things from time to time (e.g. moving the time or date of the webinar), and forget to change it everywhere.