Neil Patel cut his webinar attendance from 15,000 viewers to a fraction of that by narrowing the topic. The smaller, more specific audience generated way fewer leads but far more qualified ones and actual customers. Higher revenue per customer too.
And that's what I found because I used to optimize for the views and we used to get way more views. I get algorithms also changed, so some of it could be that, but deliberately we started getting more specific with our content and our webinars. We used to have webinars where 15,000 people would show up live, literally 15,000 people live. I'm not talking about registered, I'm talking about actually showing up during the hour we're doing the webinar. And what we found is when we had topics that were really broad like that, We generated very little qualified leads and that turned into very little customers. When we started doing webinars that had half, one-third of the people show up, but it was more specific, or even sometimes one-fifth of the people show up, so only a few thousand, what we found was we generated less leads, they were much more qualified, and we generated more customers, and the customers actually spent more money with us per customer Right? The average order value or whatever you want to call it versus going very broad with our messaging.
