Let’s start with the URL itself. Building the page on their own website allows Sullivan to brand the URL and make it meaningful. This is an easy link for their prospects to share and forward to others.
Now we come to the way that Sullivan lays out the information. There is a lot of content, but it is well organized and easy to navigate. If you are looking at it on a desktop computer, resize your browser to a thin window to emulate a mobile device. Notice how the content reorients itself to better work in the portrait view?
We often hear that the action button (in this case, “Register Now”) should be repeated at the top and bottom of the body copy. But Sullivan goes one better, keeping the action button and key information (Title, Date, Time) in a constant position at the top of the viewable window, no matter where the user scrolls. It even contains a basic navigation menu, letting you jump to information of interest.
The webinar title only roughly describes the general area of interest (something about B2B buying). But the first thing we see is a big, bold value proposition giving you a reason to attend: “Learn tangible ways to enhance your customer experience and drive sales.” Boom… We’re hooked; we care.
That is followed by bullet points listing three key value promises. Come to the webinar and you will learn tips for Personas, Content, and Online Buying. Instead of boring bullet points, Sullivan uses symbols you might see in an infographic.
Now Sullivan wants to slip in more explanatory text to build the background story for their audience. That’s always tricky… How do you get people to read? They use a link and an arrow symbol to guide people to the next section. You might think a link is unnecessary, since the text simply follows linearly, but adding the phrase “How is this relevant to you?” creates yet another value proposition and gives the visitor a reason to want to move on.
This explanatory section (delineated with a color change) sets up the discussion scenario. It builds Sullivan’s credibility and value as an information resource by including relevant statistics. It brings all parties to the same base level of understanding of the problem domain and creates a framework upon which the webinar can be delivered. Now the webinar will be able to get to value delivery more quickly, since the background and setup work has already been done.
Speakers are included in a final section. Headshots are all in the same format (black and white in this case) and are smiling and engaging. If you are particularly interested in information and background about a speaker, you can click on the headshot, but this isn’t made explicit. It’s there as an “Easter Egg” for people to discover. In this particular webinar, all speakers are employees of the presenting companies rather than being external guests with name-based drawing power. So keeping the speaker section subordinate to the content description is appropriate here.
I also like the fact that there is a single clear point of contact for questions about the webinar. People appreciate that, even if they rarely use it.
If you are a long time reader of my blog, you know that I am not a big fan of time zone abbreviations when listing webinar times. Sullivan elected to specify the time as 1-2PM EDT, which allows the possibility for misconversion by registrants. But my concern is allayed by the fact that as soon as you click on the Register Now button, you are presented with a link allowing you to see the time in your local time zone. So that is covered.
Would I have done anything at all differently? Maybe… And both items are debatable, with experimentation needed to see if they would change performance. I might experiment with making the text a little larger in the Register Now button. There is plenty of room, and the font is smaller than most everything else on the page. And I would track click-throughs vs abandonment rate carefully to see whether the five hyperlinks below the speakers section are distracting any visitors and drawing them away from the action path of registering.
I am the first to admit that this kind of web page construction is a lot trickier than the traditional static layout. But if you have a hotshot web developer in-house or access to one that you use on a contract basis, this is an excellent example for them in building an engaging and useful webinar landing page. Well done, web team at Sullivan!