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Hey, it's Bobby.

Hello from Denver. Where we've just had hail. But hopefully not so much we have to replace our roof (for the 2nd time in 2 years).

We join our insurance agent in crossing our fingers 🤞

Let's dive in to today's Upgrade.

1 Marketing Upgrade

Progressive Webinar Registration

In 9 words:

Split webinar registration into smaller steps to increase sign-ups.

Dilemma: So you want to increase sign-ups for your live or automated webinar.

You’ve heard removing form fields has been shown to increase conversion — but you’re not willing to lose important first-party data.

So what can you do instead?

Solution: Reduce friction in your opt-in process by breaking your registration process into smaller steps.

Plus, this leverages the psychological strategy popularized by app developers called “micro-commitments”.

Each small step builds momentum which leads to more of your visitors completing the entire process and becoming leads.

So, how can you implement this into your webinar registration process?

Let’s take a look at a few options.

3 Ideas to Implement

Add a second opt-in form in the middle

Rather than asking for all the information upfront, add a page in between the webinar landing page and thank you page where you gather additional information.

You reduce friction while still collecting their email upfront. This way you can follow-up in the future (similar to an abandoned cart sequence, but for your webinar).

Real-world Example: Dow Janes leads with an on-page email opt-in form that’s low friction. Then, after someone submits the first form, they go to an interstitial page that collects the rest of their information (First name, Phone Number, and Webinar Time).

Pro tip: I’ve seen phrases like “Almost Done” and “Almost There” increase form completion substantially — worth giving a shot in your copy to encourage conversions.

Step 1: Email Opt-in

Step 2: Interstitial Page with 2nd Opt-in

Add a segmentation form in the middle

If you use audience segmentation as part of your marketing strategy, consider adding an interstitial page to your webinar registration process to gather this intel.

Unlike Idea #1 above, you still gather the main information (name, email, webinar time) on the first page. And then you include a form with single-select or multi-select options on the middle page.

Real-world Example: Amy Porterfield uses an on-page form on her webinar registration page. And then includes “one more question” on an interstitial page for registrants to select their biggest challenge around the webinar topic.

Step 1: Opt-in Form with Info + Time Select

Step 2: Segmentation Form

Screenshot of form to start an analysis of website URL.

Use a simple 2-step opt-in popup

This is the classic option that’s built-in to most live and automated webinar platforms. You add a button to your webinar registration page. And when the visitor clicks it, it pops up the opt-in form.

This can work really well, especially if you only have 2-3 form fields. I consider this the bare minimum to leverage the “micro-commitment” effect.

Real-world Example: Miriam Laundry uses a simple button repeated throughout the page. Then when visitors click the button an opt-in form pops up on screen.

Pro tip: Affirmative CTA copy like Miriam uses tends to perform very well.