Hi {{first_name|there}},
Welcome to the first Teardown. Once a month I take one real B2B webinar, set it next to the checklist I use on client programs, and show you what I'd keep and what I'd change. Real pages, real screenshots, no hypotheticals.
First up, a fun one: ON24, a company that sells webinar software, promoting its own webinar. If anyone's registration page should be dialed in, it's theirs. The session is "Bringing Your Webinars Back from the Dead," on October 13 at 11 AM Pacific. I captured the page on September 20, so anything below may have changed since.
I graded it against the five things that separate an 11% registration page from a 30%+ one (the full checklist is in this playbook). Final score: 1.5 out of 5. Here's the first screen a desktop visitor sees.
What I'd copy
No phone number field. It's the single biggest conversion killer I see, and they skipped it.
Date, time zone and length come first. "Oct 13, 11:00 AM PDT, one hour" sits right under the title. Nobody has to hunt for it.
The form is on the first screen on desktop. No scrolling to find out how to register.
Four concrete "you will learn how to" bullets. Specific enough that you can picture the session.
They run it twice. 11 AM Pacific on the 13th, then 11 AM UK time on the 14th. Same content, two regions, twice as many convenient time slots.
The scorecard
1. Outcome-led headline: halfway
"Bringing Your Webinars Back from the Dead" is clever, and it's well timed for mid-October. But it's a topic, not an outcome. The real promise, more pipeline from webinars you've already run, doesn't show up until the second paragraph. And the summary under the image cuts off mid-word.
The fix: keep the pun as a kicker and put the outcome in the headline. Something like "Get more pipeline from the webinars you've already run."
2. Three form fields, maybe four: miss
Six required fields: business email, first name, last name, company, job title and country. Somewhere around field four, a form stops feeling like a signup and starts feeling like an application. Free-text job title gets you "Manager" and typos. Country is a dropdown with a couple of hundred entries.
The fix: email, first name, company. Enrich title and country afterward. Sales gets a longer list, not a shorter one.
3. One exit only: miss
The page carries the site menu, a strip of social share icons and the full site footer. I counted 239 links in all, 92 of them in the footer, including "Get pricing." Every one of those is a way to leave without registering, and visitors who wander off to the pricing page don't come back.
The fix: logo, form, privacy link. That's the whole page chrome.
4. Speaker in 50 words: halfway
The host is there with a headshot, a name and a title, and that matters, because people register for people. What's missing is the one line that says why he's worth an hour of your day. The block also sits below the form, so plenty of visitors will never scroll to it.
The fix: add one line of credibility and move the speaker up beside the form.
5. Form reachable on a phone: halfway
On a phone, the first screen is the title, the date and a large logo graphic. The form starts at the very bottom edge of that screen, and the Submit button sits more than a screen and a half down, mostly because of those six fields. Half your warm-email clicks arrive on a phone.
The fix: swap the logo graphic for the form. Fix number 2 takes care of most of the rest.
STEAL THIS
The 10-minute audit for your next registration page
Read only the headline. Does it say what the attendee walks away able to do?
Count the form fields. More than four? Cut until it hurts, then enrich later.
Count the clickable things that aren't the register button. Anything past a logo and a privacy link is a leak.
Find the speaker. Name, title, face and one reason to trust them, in about 50 words, near the form?
Open it on your phone. How many thumb-scrolls to reach the button?
The takeaway: this is a good company with a good product, and its page would still lose registrants it already paid to attract. None of these fixes takes more than an afternoon. If a webinar platform's own page has this much room, yours probably does too.
Two more playbooks that pair with this one: invitation emails that actually get registrations, and, since it's ON24's topic, turning one webinar into 15 assets.
Want your page torn down? Hit reply with the link. I'll pick one for a future issue, and I'll ask before I name you.
- David