Everyone Loves Evergreen Webinars. But do they Really Convert to Sales?

Evergreen Webinars are de rigueur for product marketing — especially to cold traffic.

There are a number of online tools like EverWebinar for creating set-it-and-forget-it webinars that allow you to create and monetize webinars to your heart’s content.

But do they work?

This is part of our on-going series with John Lee Dumas of Entrepreneur on Fire, and we’re going to answer the burning question:

Do Evergreen Webinars Really Convert to Sales?

The answer?

Yup.

In fact, leads who registered for EOFire’s automated webinar in have been worth $81.05 each — 243% more than leads who didn’t.

Check out how valuable these automated webinar leads have been:

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EOFire uses Easy Webinar to power its automated webinars. For the uninitiated, here’s how it works.


Step 1: The Registration

Leads receive an email inviting them to sign up for a webinar, or they find a registration page on eofire.com.

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The lead picks a date and time to watch their webinar.

While the webinar is pre-recorded, forcing someone to pick to a specific time fosters a sense of commitment and importance.

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Step 2: The Webinar

Upon signing up, leads are sent an email with a unique link for their webinar. This link will only work for the day and time they select.

When they show up for their webinar at the right time, they will see a free, prerecorded webinar on how to grow and monetize your podcast or host successful webinars.

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All of this is automated, which means more free time for the EOFire team.


Step 3: The Pitch

At the end of the automated webinar there’s a pitch for either Podcasters’ Paradise or Webinar On Fire.

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The results?

Leads who signed up for either of these Easy Webinars in 2015 have had an average Lead Value of $81.05.

That Lead Value is 243% higher than the Lead Value of people who haven’t registered for the Easy Webinars.

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How does the automated webinar stack up to the Free Email Course in terms of its overall impact on EOFire’s revenue?

Clearly the automated webinar leads have a higher average value — $81.05 vs. $41.67 — but there’s more to it than that.

We also need to consider that 21,617 people signed up for the Free Courses and only 4,081 people have signed up for the Easy Webinars.

As a result, the people who attended the Free Courses have generated $900,842 to date while the Easy Webinar leads have generated just $330,769. That’s a nearly 3X difference. There’s value in getting a lot of people to do something that leads to conversion, even if the resulting Lead Values aren’t as high as they are for the Easy Webinars.

But here’s what makes the ultra-high Lead Value of the Easy Webinar leads so exciting for EOFire:
Getting an additional 1,000 people to sign up for those automated webinars could drive a $57,390 increase in revenue.

With SegMetrics, John and the EOFire team know where to direct their leads the coming year.

Ultimately, EOFire will want to heavily promote both the Free Courses and the Easy Webinars. Both of these marketing techniques involve automation that save them tons of time, and they both dramatically improve conversion rates.

Steal a page from the EOFire playbook and do both for your Infusionsoft business and track your results with SegMetrics.