It’s not everyday you get to talk to a webinar expert. I had a conversation with webinar guru Tim Paige and let me tell you, he is absolutely crushing it. This guy quadrupled his live webinar conversion rate with just one crazy technique. I got started in the same space as Tim, hosting webinars for other people, so we decided to get together and share some of our best strategies for increasing your conversion rate with live webinars.
1. Start with the Offer
What really works for cold traffic webinars is leading with the price and substantiating it afterwards. You don’t need to tell your hero’s journey at the very beginning. You can actually build authority more quickly by starting with your offer and then adding a little of your personality.
You know what people hate about webinars? Spending 45 minutes having no idea what the offer is. They spend the whole time wondering about what it is or how much it will be instead of focusing on the content.
Tim suggests knocking out this offer anxiety right away. Let them know about the offer right up front, so they don’t have to spend the whole webinar worrying. Then you can get into the content. Just take 5 minutes to talk about the offer and then move forward. People relax when you do it this way.
From a presenter’s standpoint, we are so used to it taking an hour to even get to the price of the product. Newsflash: people know that you’re pitching. Don’t insult them and instead start off with a quick summary of the offer and price.
2. Answers Questions Anytime
From the beginning, Tim has always answered questions during the webinar instead of waiting till the Q&A. He ended up testing how this affected conversions by comparing results from just answering questions at the Q&A and answering them throughout the webinar. When he answered questions throughout the webinar, sales quadrupled.
This strategy is built into Tim’s process. When he creates his desk, he looks at places where questions might arise and plans breaks to stop and look at the chat. Tell your audience upfront that they can ask questions throughout the webinar and you’ll try and answer them. Just remind them to try and keep it relevant to where you’re at in the webinar.
The simple truth is people stay longer when you’re engaging with them and answering their questions throughout the webinar. Give it a try!
3. Steer Toward Short
We’re finding now that more and more webinars are trending toward 60 minutes, but this isn’t a hard and fast rule. What you really have to think about here is your audience.
Is 60 minutes enough for them? How involved is the topic? The length of your webinar should be determined by the demands of your client and content. If you’re speaking to a 1-1 type audience, shorter is sometimes better, although there will always be exceptions. It still comes down to the content itself and what it needs.
For those of us who ramble, we need people to help us cut stuff down and make it more effective. It seems like when our audience blocks out time for a webinar, it’s an hour. They may have more time, but that’s what they block out in their brain. Keep that in mind when you’re planning and test out what length your audience likes best.
4. Pitch for Your People
Offers are the most important part of your entire presentation. When you put that offer in right away, you eliminate anxiety and build trust. What Tim recommends is using the time at the end of the offer to expand on your offer.
Make your pitch at the beginning to get people interested and reference it throughout the webinar. This way, the pitch is actually baked into the content. With each step or point you teach remind your audience of how your offer expands on that.
When it comes to the end of the webinar, start with a transition. Talk about the offer you mentioned at the beginning of the webinar and expand on it. You can share the specific steps you talk about and sell the bonuses. Show your audience exactly what forms they need to fill out to get the offer.
Then start the Q&A with buying questions. Go straight to the first biggest objection. Continue with 2 more buying questions and then switch to 2-3 content questions. Follow up with 2-3 buying questions, including telling more about your program. When people have all these questions and objections, if you spend too long pitching they don’t think you’re going to answer and they’ll drop off. Get to the Q&A as quickly as you can to overcome objections and then go more in-depth.
There is so much value in these strategies from eliminating offer anxiety, multiplying conversions with a Q&A technique, and structuring your pitch. I love learning from people like Tim who are super smart in this space and I hope you’re able to put some of these techniques into practice.