Tim Paige, whom you know as the Conversion Cast Host, is also the Senior Conversion Educator at LeadPages. Tim has personally hosted over 750 live webinars at LeadPages (500 in the last two years alone). He teaches people how to convert as well as converts prospects into paying customers.
A Quick Preview of the Podcast:
- Why it’s important to identify your audience demographic
- How to deliver free material to your audience that will lead them to purchasing
- Why simplified webinar content is effective
When you’re building a webinar, trying to decide which content to include can be a frustrating endeavor. It’s tough to strike that perfect balance between delivering tons of value and leading people to buy your stuff. Contrary to what many online courses will tell you, getting people to buy on a webinar is not a simple matter of, “Provide as much value as you possibly can and people are just going to buy.”
Yes, you have to provide value. Anybody who’s been on any one of our webinars can tell you that we do that. But that value, that content needs to be positioned in a way that seamlessly leads to the natural conclusion that people should buy whatever you’re selling.
With that in mind, I wanted to share a webinar focused split test that involves swapping out the content included in step three of our webinar. What we did is increased the revenue per attendee by 57% in just one single webinar. Don’t worry, it wasn’t a fluke. That number has stayed consistent ever since. It comes down in to just few keys which I’ll share with you in just a second. So today, I get to be all by myself.
I’m Tim Paige, the senior conversion educator here at LeadPages and this is ConversionCast.
Okay, so as I mentioned, the result of this test was that we increased our revenue per attendee, which is one of our key metrics for our webinars by 57%. Which again, that’s a huge increase in the revenue per attendee. Especially since this is not like the first time we’ve done a webinar. It was webinar number 500 something in the last two years alone and much more than that ever since. So we do a lot of testing around this stuff. So it was interesting to see such a big jump from just one webinar to the next.
Just really briefly, I know that of many of you listening to this podcast or have been for a while… My name, again, is Tim Paige. I’m the senior conversion educator here at LeadPages. I host our webinars. So I’ve done now over 750 live webinars in the time that I’ve been here. 500 of them were in the last two years alone. So we really focus on webinars and increasing our results.
So this split test came down to one thing. It was understanding the audience that was on the webinar. Understanding not only where they are in their journey but also understanding how to provide value in a way that it doesn’t feel overwhelming and doesn’t feel like something that’s going to take a long long, long, long time to implement.
So a webinar that we were doing before. It was the exact same content except for in step three of the webinar. We kind of moved on to almost a higher level topic. It was kind of about marketing automation. It was a really simple automation but it was marketing automation. Really focused on what to put on the emails and how to get those emails to convert people into buying.
So we spent the first three quarters of the webinar talking about how to grow your list. Then the final part of the webinar, we talked about how to convert those people into paying customers.
Well after serving the audience consistently on these webinars, I started to find out that not everybody but a lot people that were attending this one particular webinar. Now we do a lot of them. But a lot of people that were attending this one particular webinar on this one particular day, those people were pretty new. They didn’t have a big email list. Most of them had under 500.
They had just found LeadPages. They had just found out who we were. That maybe were even brand new to the online marketing side of things all together. So they were, at that point, looking to figure one thing out. So they were looking to grow their email list. When we asked them, leading up to the emails, what they wanted to know. They wanted to know how to grow their list and how to get more people to buy their stuff so they could build their business online.
So we rolled with that. When we created the control for this webinar, it was focused on how to grow your email list and how to get them to buy. Right? Well again, we kept finding that the numbers weren’t going the direction we wanted them to. They were staying pretty consistent at what they were, which was a good number. But it wasn’t as good as I thought it could be.
So we decided to test something. Even though people kept telling us they wanted to know how to sell stuff. We focused, we changed the third step on continuing on with another tactic on how to grow your email list.
So instead of making that turn of, “Okay, we’ve spent this whole webinar talking about how to grow your list. Now we’re going to tell you how to get the people that are on your list to buy your stuff.” Which I felt like, “Hey, that makes perfect sense. That’s what everybody would want to know.”
We decided to continue on and give them another list building tactic. So step number three was another thing to grow their list. And it’s great. Both pieces of content are really valuable, the list building content and the automation and selling to the people on your list.
Those are both really valuable pieces of content, some of my favorite. But I felt like people would be saying, “Well how do I get people to buy? Great, you’ve given me three ways to grow my list but how do I get people to buy?” But it turned out, because the content was… it was three things focused on one topic, list building and they were all pretty damn simple. That because of that, people felt like the content on the webinar was really simple. It was really easy for them to do.
They felt like they could go and implement it. Then when we asked them to go ahead and buy LeadPages. When we made the offer, they felt like because they had learned these things and now they wanted to implement them as quickly as possible. They didn’t feel like it was over their heads. Then it was easy for them to buy.
So because of that, that’s the biggest thing that got us that 57% increase in revenue per attendee. Because again, we led them to the natural conclusion that they should buy LeadPages. But the thing that was the struggle was that, with the previous piece of content, with the automation talk. Many people that had just gotten started felt like, “Oh, they’ve got to create these emails and they’ve got to make these videos. Then they’ve got to get it hooked up.”
So they had all these question and concerns. Whereas with the list building thing it was just, again, really simple. Straight away it was focused on the right person on the webinar, which again was fairly new. And that got us that great result.
Now that said, we don’t do that on all of our webinars. Right? Some of our webinars, we do go a little bit higher level. What we discovered was that many times what people tell you, they want to learn and what they feel like they need to learn, is not really what you should teach them. It’s really funny and it sounds counterintuitive. It sounds like you’re not providing value. But the thing is if you tell somebody to do something that’s too complicated for them. Or that is a little bit too high level than them. Or a little too high level for them then either they won’t do it or they’ll feel so frustrated and overwhelmed that they’re going to think, “Oh, I’d better take some steps back before I join your course or buy your software or do whatever that thing is.”
So we really found that focusing on where they were, which in this case they were new people, relatively new people. Focusing on giving them things that would be easy for them to go implement so they felt like they could get that quick win. That would lead them to naturally buy our product. It’s worked. We did this a few months ago and it’s stayed consistent ever since. So over a hundred webinars since we did this change and it stayed consistent. So that was really exciting.