Crafting High-Converting Webinar Ads & Opt-In Pages
Unlock the secrets to crafting high-converting webinar ads and opt-in pages with expert strategies. Discover tactics for maximizing conversions, driving sign-ups, and boosting attendance for your courses. Learn proven optimization techniques and persuasive methods to elevate your webinar marketing success.
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Strategies for Effective Webinar Ads on Social Media
When it comes to plant-powered health there are few organizations bigger than The Food Revolution Network with over 700,000 members. John & Ocean Robbins combine subject matter expertise with incredible business and marketing acumen and implementation.
Today we are going to look at a Facebook ad for one of their many evergreen webinar funnels. Let’s dive in.
Ad Version 1 – Medium Form – Tackling Type 2 Masterclass
3 Elements To Inspire Your Ad Campaigns:
- Look at that opening hook; “Each year, type 2 diabetes claims more than a million lives…” What an attention grabbing line. If you have type 2 diabetes or if you are worried that your lifestyle will lead you to type 2 diabetes, there is no way you will skim past this without paying attention. Now there are no fingers being pointed here. People are not being called out over their health but a real problem is surfaced and people are forced to ask…. Could this be me in the future?
- They immediately move to tackling an objection. “We often treat it with medication….” It is important to join the conversation that your audience is having in their head and lead them where you want them to go. The best marketing set up an enemy, someone or something to throw stones at, to blame. To create an us v them feeling. Once you establish an enemy you want to discredit them. No I’m not talking about a mudslinging political campaign. I’m talking about establishing why your solution is superior to the alternative – “serious side effects, are expensive and often don’t work”
- “That’s why this message is so urgent” Remember this is an evergreen campaign, but that still doesn’t mean that you can instill urgency. Remember urgency will drive more people to take action, scarcity will drive people to pay more for a solution.
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Webinar Registration Optimization: Strategies Behind Webinar Opt-In Pages
Webinar Opt-In Page – Above The Fold
Webinar Opt-In Page – Pop Up
Webinar Opt-In Page – Registration Bucketing Question
3 Elements To Inspire Your Ad Campaigns:
- Attack Conventional Wisdom. Counter cultural arguments are extremely powerful. Even non-conspiracy theorists love when conventional wisdom is wrong. People respect others who challenge the status quo. People also hate when they feel they have been lied to or there is some hidden truth that has been kept from them. This headline is very compelling. They have triggered curiosity, suspicion, and FOMO. This is one of the best ways you can get people to register for your webinar or lead magnet.
- This Masterclass is absolutely FREE and plays in your local time – I love how they have verbalized the evergreen nature of the webinar and portrayed a potential negative in a positive light.
- Once you enter your contact details there is a 2nd step to the registration process. If this question was asked up front it would reduce the conversation rates significantly. As people have already entered their contact details and committed to the process there will be very little fall off with the request for extra info. However, that info is massively valuable. Based on people’s answers you can now have 3 different sales sequences which focus on the specific situation of each avatar. Everything from hooks, challenges, emotional drivers, outcomes and testimonials can be tailored to speak to the specific avatar. This is guaranteed to increase your sales during your follow up sequence.
3 Elements We’d Test:
- We’d test removing the support and login menu. Any distraction is likely to reduce conversion.
- There is some debate as to whether video increases or decreases on page conversion rates. It is likely that Ocean has tested the registration page with and without the video trailer. If you are including video on your registration page I would definitely test: Voomly https://www.voomly.com/. There are plenty of tools with similar functionality but this pops a registration form when a video gets to a certain point.
- I’d test with and without the social sharing icons in the header and sidebar. Unless you are getting a significant number of shares and these shares are producing registrations I would take these off. They are not driving people to register for the webinar. I would set up a test that removes them from the opt-in page but adds them to the thank you page. People will be more likely to share once they have registered. One question I have is….How many people are willing to admit having or being worried about type 2 diabetes and sharing it openly on their social channels?
