5 Split Tests Critical For Every Webinar Funnel

5 Split Tests Critical For Every Webinar Funnel
Funnel Strategy November 18, 2016

Webinars represent a potential goldmine for brands and affiliates looking to take their empire to the next level, but what do you need to supercharge your launches for the best results possible?

Consider our five-pronged testing strategy to make sure that you don’t miss out on any potential traffic for your next webinar.

Everyone’s constantly scrambling for the perfect product to build their funnels around, and webinars come pretty close to representing such a product.

But why webinars?

Sure, there’s a lot of hype surrounding the world of webinars; however, there’s a reason why so many brands are turning courses and education in serious dollars and centers.

For starters, consider the benefits of hosting and selling virtual seats to a webinar including:

  • Leveraging influencer marketing, which is much more than a buzzword to modern In short, today’s customers want to attach themselves to brands with legitimate, concrete authority rather than someone they’ve never heard before if you can teach your customers, you can mostly certainly sell to them.
  • Informational and informational products are incredibly cost-effective regarding creation and distribution. Rather than having to worry about physical delivery, all you need to do is ensure that your hosting is reliable and you can manage expectations regarding attendance and timing. No shipping, no mess: that is if you’re organized.
  • Your existing webinar funnels and marketing messages can be re-purposed time and time again. For example, let’s see you build a webinar funnel that absolutely slays it. There’s nothing stopping you from rinsing and re-purposing that funnel for a future course down the road, is there?

Webinars are a surefire way to get others stoked about your product and brand; however, marketing a webinar can admittedly be a bit tricky.

As is the case with just about everything in the world of funnel-hacking, split-testing is your best friend, especially when crafting a webinar funnel that works every time.

Bear in mind that first and foremost, you need to ensure that you have a webinar on deck that your audience is actually interested in.

Topical, entertaining and truly valuable webinars will always perform better that something that’s been done a million times before.

In other words, make sure you have something truly special on deck before testing a webinar that’s destined to underperform.

Now, the question remains: where do you focus on the bulk of your efforts when it comes time to test your webinar funnel?

There are millions of tests you could run with your webinars, but time is money after all.

Therefore, whether you’re strapped for time or cash, consider the following five tests as a solid starting point to ensure that you have your bases covered for your next course.

Timing is Everything

Timing is Everything Words on Clock Punctual Speed

When it comes time to drive traffic to your webinar, keep in mind that timing is everything.

Figuring out when you’re going to start pushing your webinar represents a two-way street.

For starters, you don’t want to start pushing people too far in advance, or they might forget about the course when the time comes: on the flip side, you want to give your traffic time to prepare and build rather than putting on a show for nothing.

Likewise, you want to open your webinar at a time that’s convenient and makes sense for your audience (think: not in the middle of the night or early in the morning).

When in doubt, take a three-step approach to “perfect timing” including:

  • Scheduling your webinar during a weekday afternoon, preferably on Wednesday or Thursday (if you have an international audience, they may need to opt for a replay if they’re unable to view it live)
  • Make sure that you have email autoresponders on deck to remind your traffic of your webinar to build the hype and make sure that nobody misses it
  • Keep your start time at the top of the hour: opt for a 12:00 PM or 1:00 PM start time versus a 1:25 PM or 2:40 PM start which may throw people off and be difficult to remember

When in doubt, you can always copycat what others in your industry do regarding webinar timing to get a sense of best practices.

In short, you should strive to make sure that everyone knows about your webinar well in advance and has no reason to forget it.

If you think that changes need to be made to increase viewership or engagement, don’t be afraid to make such tweaks accordingly. 

You can use Actionetics to schedule your updates and reminders with ease.

clickfunnels-actionetics-schedule

Capturing Information

Password Username Logon, Loigin, security

The way you capture information from your sign-ups is relatively subtle: however, it could potentially represent a barrier to entry for some of your traffic.

After all, the more legwork your sign-ups have to go through to attend your funnel, the more likely they are to lose interest.

On the other hand, sign-ups willing to go through an email verification process are really interested in what you have to say and are likely hot leads.

So, where’s the middle ground?

When crafting your webinar funnel, consider testing the following variables of the sign-up process, noting which type of sign-up boasts the most engagement:

  • Email only sign-ups: requiring the smallest amount of commitment from your users, likewise providing you with less to work with when you decide to reach out via email (think: no personalization)
  • Email and name sign-ups: this signals that your traffic has some degree of trust in you and gives you an opportunity to personalize your email pitches in the future
  • Email, name and phone number sign-ups: again, this is ideal for funnel-hackers looking to get personal with their users really

Remember: our traffic tends to drop off when they have to jump through hoops to get from Point A to Point B.

While you shouldn’t have to sacrifice critical user information for the sake of simplicity, you should make sure that your sign-up process runs smoothly and take a “less is the more” approach.

ClickFunnels lets you create variations and test which sign-up format works best for you!

clickfunnels-variation

Email Reminder Volume

As noted earlier, you should send email autoresponders out to your sign-ups to remind them of your webinar without fail.

This is a no-brainer, especially given the busy schedules of our base and the fact that we’re constantly competing for the attention.

That being said, the volume in which you want to blast autoresponders is most certainly worth testing.

You’ll probably find that there’s a middle-ground between sending a message-a-day for a week versus sending a single blast a few days out from launch:

However, you never truly know until you test. Some niches need a constant bombardment of emails to hold the focus of their users (think: marketing, for example).

Regardless, here’s an example of what your reminder autoresponder series might look like:

  • Seven days out – A message to remind sign-ups of the webinar, perhaps hinting at some exclusive information that’s going to be revealed
  • Three days out – An email that’s sole purpose is to build hype: use urgency and scarcity to really get your base pumped up (think: spots are limited, this information is going to make you a millionaire, )
  • One day out – Strictly a reminder that they simply can’t afford to miss what you’re offering

Such autoresponders are key to ensuring a good turnout, so don’t waste them.

Choose your words carefully and always strive to excite your sign-ups with every email.

You can craft your own autoresponder emails with the use of Actionetics and integrate them into your funnel.

Which Reminders Work Best?

Then again, your reminders don’t solely have to happen through email. Marketing your webinar via SMS, for example, may help you break through the noise of a typically crowded email inbox.

You may also consider mixing and matching your reminders: perhaps use both SMS and email as a way to have your bases covered.

Don’t assume that your users won’t respond well text until you actually test SMS for yourself.

After all, some marketers of skeptical are using text to blast to their customers: however, bear in mind that today’s users expect such messages from brands.

If your sign-up has already opted in, what do you have to lose?

How to Create Reminders In Actionetics

Creating reminders is easy with the help of Actionetics Email Builder. Here’s a walkthrough of the general steps to creating an email with Actionetics:

Step1: Log in to your ClickFunnels account

Step 2: Click Actionetics.

Step 3: Go to Email Broadcasts and click on the “+ New Email Broadcast” button.

clickfunnels-actionetics-3

Step 4: Design your email! You can choose from several templates.

clickfunnels-email-builder-1

Step 5: Add the information needed

  1. The subject of your email
  2. Add the email lists. In this case, those who signed up for your webinar
  3. Your SMTP Configuration which will be used to send emails.

clickfunnels-email-builder

Step 6: Open Email Editor

clickfunnels-email-builder-2

Step 7: Add and remove elements to your email according to your preference

clickfunnels-email-builder-3

Step 8: Click Save

Test Your Retargeting

We’ve talked at length about the benefits of re-targeting ads based on user behavior: same rules apply for any webinar funnel.

For example, you could segment your Facebook ad efforts and target users who didn’t register or those who didn’t make a purchase post-webinar.

In the case of non-registers, consider giving them some sort of incentive or freebie before your next big webinar.

How to Add Retargeting Pixels to Pages

Step 1: Prepare your Facebook retargeting pixel

Step 2: Log in to your ClickFunnels account

Step 3: Head on over to your funnel

Step 4: Click “Edit Page” on your page. This example shows how you can add retargeting to your Sales Page.

clickfunnels-retargeting

Step 5: Click Settings > Tracking Codes

clickfunnels-retargeting-1

Step 6: Enter your Facebook Retargeting pixels and click Save.

clickfunnels-retargeting-2

For non-registers, you could do a recap or testimonial-based advertisement which shows satisfied customers’ experience with your previous webinars.

Either way, retargeted ads work to further drive the notion of positive interactions between you and your potential customers.

If you haven’t tried retargeting yet, you can do so with ClickFunnels. All you need to prepare is your retargeting pixel or code and your’re all set to add it to your page!

 Webinar concept. Desk and chalkboard on the laptop keyboard.

What Works Wonders For Your Webinar?

Webinars can work wonders for your business, but successfully managing a funnel for one is easier said than done.

Thankfully, once you’ve ironed out the kinks and understand which aspects of your funnel really click with your base, you can roll out new webinar funnels time and time again without fail.

That being said, are you a firm believer in the hype surrounding webinar funnels?

How are they working out for you?

We’d love to hear what you think in the comments below.

ClickFunnels Action Step:

How to Navigate Actionetics

Earlier, we mentioned how you can not only send autoresponders with Actionetics, but also create professional-quality emails. This guide will walk you through how to navigate around Actionetics.

Step1: Log in to your ClickFunnels account

Step 2: Click Actionetics. This is what the Actionetics dashboard looks like.

First, you will see a list of contacts in the Contact Profiles Section.

clickfunnels-actionetics

Step 3: The Email Lists section is where you will create your email lists, for every group you want to broadcast to.

clickfunnels-actionetics-2

Step 4: The Email Broadcasts section is where you will create your emails with the help of the email builder. Simply click on the “+ New Email Broadcast” button.

clickfunnels-actionetics-3

This is what the email builder looks like. As you can see, there are pre-made templates you can use to create your emails.

clickfunnels-actionetics-4

Step 5: The Action Funnels section is where you can create action steps that will be triggered when the conditions are met. This is where you set when your emails will be sent.

clickfunnels-actionetics-5

This gives you a quick overview of the power Actionetics has when it comes to building a webinar funnel.

Written by Stephen Esketzis

Stephen Esketzis is Head Of Content Marketing at Clickfunnels. He is known as the 'Sales Funnel Architect' and is a specialist at using paid traffic to generate highly profitable sales funnels. You can also listen to his podcast 'Marketing on The Move' and look him up on Facebook.

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