How I Generated 518,399 Visitors and 16,394 Leads from 77 Webinars


At KISSmetrics, we’ve held 77 webinars to date, with great results so far. You can safely assume that we would have stopped holding webinars long ago if the results had been less than desirable since we are a company that measures everything.

So, what have the webinars yielded? The 77 webinars have brought us an additional 518,399 visitors, of which 155,386 have registered to attend a webinar. However, only 74,4381 of those who registered ended up attending, and 16,394 turned into leads.

Assuming that you can close at least 1 out of 20 leads (a low closing ratio) and that each customer is worth at least a few thousand dollars, you’re looking at generating $1,638,000 in revenue by conservative estimates.

So, how did we pull this off, and, more importantly, how can you replicate it? Here’s what you need to know…

General webinar rules

Over the last few years, we have tested webinars a lot – so much so that we have dozens of A/B tests showing us what’s working and what isn’t. When we combined our data with data we got from a few other webinar marketers, here’s what we found to be the optimal solution:

  • GoToWebinar – for some weird reason, most people enjoy using GoToWebinar. Whenever we’ve tried other webinar software solutions, our attendance rate dropped. It’s not just us either… Digital Marketer experiences the same thing every time they do a webinar. Even though GoToWebinar’s pricing and software isn’t the most flexible, you should still stick with it. In general, we saw an increase in attendance by approximately 21% whenever we used GoToWebinar.
  • Don’t make each attendee a lead – people will have to register to view your webinar, and this is fine. But don’t automatically consider each attendee a lead… Sure, this may skyrocket your lead count, but your sales guys will end up wasting time, and you’ll tick off your attendees.
  • Always record your webinars – once you do, you can reuse and republish them online. This will help you generate more traffic and leads in the future.
  • Provide a date and time – even though you are recording your webinars, you should have live ones. This allows for interactive question-answer periods. When you have live webinars, make sure you give people advance notice on the time and date. You should also provide a link to this time zone converter so that your potential attendees know what time the webinar will start, depending on where they live.

Now that we’ve covered some of the basic rules, let’s dive into what your webinar pages should look like.

kiss webinar

If you look at the above screenshot, you’ll see a description of our webinar on the right and a webinar opt-in form on the left. You’ll notice a few things…

We first tested how having detailed copy describing the webinar affects registrants. In other words, the original version looked like this:

kiss webinar short

And the variation was much more detailed:

kiss webinar long

We found that a more detailed version of the webinar description converted 12.8% better than the original, with a 98% confidence interval. This means that if we keep the more detailed description as a default, there is a 98% chance that our registration numbers will increase by 12.8%.

Then we tested having the form fields on the left versus the right. Here is what the right variation looked like:

kiss webinar right

We found that having form fields on the left side converted 15% better than having form fields on the right side.

After that test, we decided to see how bios affect registration rates. At the end of each webinar, by default we included a bio of each presenter.

kiss webinar bio

We tested having a bio for each presenter, having a bio for only one presenter, and removing the bios altogether. The removal of the bios was the winner: it increased the conversion rate by 19.3% with a confidence interval of 99.96%.

We also tested a lot of other things, but the tests were a wash because they neither improved nor hurt the conversions. These tests included:

  1. Number of form fields – we have settled on having a lot of required fields because we found that whether you have many or few, you receive roughly the same number of registrants – so you might as well collect more information, which will allow you to better segment your attendee list.
  2. Fancy design versus simple design – we’ve tested a lot of visual elements within our designs, and we found that none of them impacted registration rates.
  3. Button color for webinar – like in most other A/B tests, button colors usually don’t have a huge impact on registration.
  4. Button copy – we tested multiple copies of the button and found that since each webinar topic is different, there wasn’t one clear winner.

Before we dive into how to get registrants, let’s first discuss how you can convert webinar attendees into customers.

How to sell during the webinar

We tried many different approaches to get people to sign up for KISSmetrics. Here is what seems to work:

  1. Give value before you ask for anything – before you pitch your product or service to anyone, make sure you help them out first. Educate them and help solve their problems – then you can ask people to check out whatever you are pitching.
  2. Brand your slides – your webinar presentation design should be branded with your company logo. This helps keep your business in the back of your attendees’ minds.
  3. Only mention your company or service offering if it makes sense – hard sells weren’t very effective for us. Whenever we tried pushing our product down people’s throats, we weren’t effective. If we mentioned our product when it made sense and opted for a soft sell, we generated more leads and sales.
  4. Leave room for questions – we tried to leave roughly 30 minutes at the end of each webinar for questions. This showed our attendees that we care about helping each and every one of them, and it created a stronger bond with them. In the long run, this helped us convert more attendees into customers.
  5. Make them a unique offer – if you offer your webinar attendees something unique that they can’t find on your website, you’ll typically see an increase in sales that can range from 5% all the way up to 60%, depending on how good your offer is.
  6. Launch a poll – during our webinar, we ask people to respond to a poll. One of the poll questions asks if they are interested in a demo of our product. GoToWebinar then shows you an attendee report that indicates each attendee’s interests; you can then forward that report to your sales people.
  7. Ask people if they are interested in your product when they register – our highest converting offer was during the registration process. Our last question before our prospects could join the webinar asked if they wanted a “demo of our product.” We found that most of the leads were driven by this question. We also found that offering a demo converted over 10% better than offering a free trial.

Now that you’ve figured out that step, you are ready to drive traffic to your webinar.

How to drive traffic to your webinar

Driving traffic to webinars isn’t very difficult. Here’s what we’ve learned:

  • Emails convert the best – the simplest way to drive people to your webinars is to email your blog readers or your customer list. You shouldn’t see any pushback if you ask them to join a webinar that is educational.
  • Leverage your blog – whether or not you have an email list, hopefully you have a blog. Our second highest converting channel for webinar registrations is our blog. Every time we create a blog post, we generate hundreds – if not thousands – of attendees.
  • Social media – by tweeting, Facebooking, and sharing your webinar details on other social sites, you should be able to gain registrants. If you work in a large company, have all of your coworkers share your webinar on their social profiles.
  • Let past attendees know – assuming you are doing webinars on a regular basis, you’ll quickly build a list of people who have attended past webinars. You can notify these people every time you have a new webinar.
  • Partner up – find other businesses in related spaces, and partner up with them. You can leverage both — your own and your partners’ — blogs and audiences, which works extremely well. This channel should be your best channel for conversions… It wasn’t for us, but it was mostly because our blog is already so popular that partnering up with someone else provides more benefits to our partners than to us.
  • Always leave your webinars up – as you can see, KISSmetrics has a page dedicated to webinars. This helps us continually collect leads from older webinars, which works really well. Old webinars now account for over 20% of our webinar leads on a monthly basis.


The hardest part about webinars isn’t getting the registrants or even converting people into customers. It’s taking the time and energy to create the material for the webinar and put one together.

For us at KISSmetrics, this is a bit easier because my co-founder and I speak so often at conferences that we are able to reuse some of our information. If you don’t have hundreds of PowerPoint presentations at your fingertips, expect that it will take you time to create these webinars.

Nonetheless, it is worth the effort. If you don’t believe me, just look at our numbers.

So, when are you going to start leveraging webinars?

P.S. If you want to grow your business through webinars contact me.


  1. Pretty impressive figures there Neil. Webinars are actually something I’ve been considering for a while so thanks for the tips. This might just be the push I need to really put the time aside in order to put together a great webinar.

    • Tom ~ Raise Your Garden :

      I agree with Luke. Out of this world numbers. I don’t know if Webinars and Gardening Blogs go together but it’s certainly something that I need to look into. Right now it is it’s below zero outside and I needed something to warm my heart. Thanks Neil.

    • Luke, try it out and let me know how it works for you. I have found that webinars really captivate and get the conversation going with your audience.

      Tom, thanks for the follow up to Luke. Let me know if you need help with anything at all.

  2. Great Post Neil, As always.

    You are the Best Learning Source for every Beginner..

    Thanks to share all your Experience with us

  3. Hello Neil,

    Webinar is a very good way to generate good and targeted traffic.

    Keep the Good work going.

    I love quicksprout, I’m anxiously waiting for you next post

  4. Really interesting insights, thanks for submitting your experience with this much details when it comes to using webinar for marketing.

  5. Manish Rauthan :

    Hi Neil,

    Yes you are absolutely right, webinar or we can say live discussion create more impact than text discussion and you can analyse the thought of 2nd person on the spot.

    Great achivement. Keep grow n grow n grow. Nice post again.

    Thanks again for this post.

    • Manish, that’s a great way to put it. It essentially is a live discussion as you mentioned. Let me know if you need help with anything else!

  6. Md Hamim Mondal :

    Great Post Neil Sir.
    Till now I attend so many webinars and I can say webinars not only increase blog traffic and leads but also increase blog authority.

    Thanks for sharing this post with us.

  7. Great points all Neil. I have to say, Webinars are one of the great way to generate visitors as well as leads. Thank you for sharing all the great stuff..

  8. Thanks for sharing your insights Neil!

    The one thing you didn’t mention is that the webinars you made were really good. They helped people with something. When you show your viewers that you are an expert, than they will buy your stuff. If a webinar doesn’t push your sales, than it’s like life wants to tell you that you have to get better. And that’s a valuable feedback too, right? It’s all a process.

    • Thomas, great point. It’s all about quality with webinars. If you are going to do them you must do them right–or not at all.

  9. Hey Neil,

    Amazing insights, as always.

    What are your thoughts about broadcasting a pre-recorded webinars so one can make it more valuable?

    Thanks for sharing this posts. Love all your posts.

  10. Mobile Tech Base :

    You have never disappointed me, Neil. Awesome post. I have gotten new ideas about using webinars now. Thanks.

  11. Thanks Neil,

    The results you share pretty much mirror results I’ve had with webinars for both myself and clients over the last 18 months.

    I generally offer a HD version of my webinars to subscribers as we don’t have great bandwidth where I am and for non-subscribers I do a physical edited DVD option which seems to works well.

    Some of my clients outside of my personal niche are always picking up business from the evergreen versions of their past live seminars.

    They are running monthly seminars with physical attendees and I also run them as webinars for the remote prospects that can;t make the actual seminars. This has resulted in just over $1.65M sales over the last 14 months so the results are more than worth the efforts to set up and get right.

    I’m yet to use GTW but I find we have high uptake because we’re not sending cold traffic to an opt-in page and many times we are integrating registration via API to minimise hassle for subscribers.

    Thanks again…your posts and insights are always inspirational.

    • David, sounds like you have the process down. Once you get the process down — as you know — you’ll find iterating and improving things is much easier. Best of luck moving forward!

  12. Thanks for the great tips! Do you have any advice on the best way to record the webinar and host it for replays? Do you recommend GotoWebinar’s recording software? And do you think it’s ok to require registration for replays?

  13. Great article Neil.

    What do you see regarding the interaction between length of copy in the invitation and length of copy on the registration page?

    I have found that I can have long copy on one or the other but not both. If I have a long form invitation, I need nothing but a heading and sign up fields on the actual reg page.

    Does that jibe with your data?

  14. Susan Lassiter-Lyons :

    Neil, this is great stuff. I’ve sold 7 figures + of information products via webinar since 2009, but your webinar replay tip page is giving me a facepalm moment. Can’t believe I haven’t been doing that.

    Thanks for the great tip and keep up the good work!

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