The Project
Webinars are a useful tool for selling a product online.
Whether live or pre-recorded, they provide the necessary space to fully transition a cold or warm lead to a paying customer.
A good webinar teaches something useful whether a prospect purchases or not. If they feel they have received genuine value in exchange for their time, they are more likely to convert even if they do not buy right away.The Goal
The purpose of this campaign was to pitch a membership to our private community while still providing useful content.
The Content
I put together this webinar using the framework taught in Genius Webinars by Jason Fladlein.
In it, I created a process called the 5 A's to help people overcome their fears about large knitting projects, like knitting a sweater. This framework can be applied to facing any type of fear or challenge, so viewer feedback was incredibly positive.
The Results
This webinar converted about 7% of those who registered, which is 3.5x the average conversion rate for a webinar.
Of those who watched the entire webinar, it converted 19%.